About Us

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JOSEPH modernised women. As the sixties drew to a close, Casablanca-born Joseph Ettedgui imagined a revolution in the way we buy fashion and so created a conceptual boutique to discover new ideas and new designers. Joseph brought Kenzo and Castelbajac to the world's attention, championed Azzedine Alaïa and Yohji Yamamoto, chose Norman Foster to design a store, and was the first in London to sell Prada.

Then in 1972 the JOSEPH in-house label was launched, placing importance on luxury essentials. Today, JOSEPH has become a contemporary designer brand respected worldwide. Each men’s and women’s collection, shown during London Fashion Week, explores the nuances of personality through intimate detail, sartorial techniques and luxurious fabrications. An essential framework of wardrobe icons—the pant, the sweater, the blouse and more—are established as new and modern classics. The codes of the house are deconstructed, personalised, twisted.

Just as its stores were places to meet and share ideas, attracting designers, models, editors and photographers, JOSEPH—the label, the brand—is once again a focus for creativity, somewhere to find inspiration.

JOSEPH will continue to define the style of the coming decades just as it did so powerfully in the past.



Joe's Cafe

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The Joseph empire started in 1972 by the inimitable Joseph Ettedgui. Renowned for his eccentric personality, Joseph opened Joe's café soon after as an extension of his creative concept: a place where a vibrant and eclectic crowd of the fashion industry's most interesting icons gathered to share ideas and inspiration outside of the constraints of an office. Today it remains a venue for stylish locals to catch up with friends over delicious food at a decent price. Open all day, the café has a relaxed feel, whether picking up your morning take away coffee or having a light afternoon aperitivo. Joe's is the destination for both a fresh-pressed juice and formal dining.

Address: 16 Sloane Street, London SW1X 9NB

Tel: +44 (0) 20 7235 9869

Opening Hours: Mon - Sat 10am - 5.30pm, Sun 12noon - 5.30pm