The JOSEPH story begins on the streets of London in the late 1960s, when Moroccan-born Joseph Ettedgui opened his first hair salon, "Salon 33," on the prestigious King's Road. His passion for fashion led him to the Parisian fashion shows, where he discovered the beauty of Japanese designer brand Kenzo. The decision to display and sell these pieces in his salon's window proved to be a turning point—an instant success and a taste of what was to come. In the early 1970s, the salon transformed into a pioneering boutique called JOSEPH. It was more than just a shop; it was a space for concepts, a showcase for creative innovations, and a stage for Ettedgui's radical selection of designers. These innovative spaces, which served as inspiration, offered customers not just clothes, but an experience. In 1979, JOSEPH opened a flagship store on London's Solane Street. The store was designed by architect Norman Foster, who transformed Knightsbridge into another fashion hotspot. In 1984, the first "Joe's Café" opened. A concept that was ahead of its time. The shopping experience was redefined by combining the concepts of gastronomy and lifestyle stores. Joe's Café quickly earned a special place in the hearts of the creative and fashion scene. The affinity for architecture and interior design runs through the history of JOSEPH. At the end of the 1980s, a new flagship store was built on London's Fulham Road in collaboration with architect Eva Jiřičná. The result was a clean store that became highly influential. 1993 also marked another milestone for the brand when founder Joseph Ettedgui opened a design studio on the banks of the Canal Saint-Martin in Paris, which he later expanded into an atelier that still exists today. Here, the team behind JOSEPH brings ideas to life and creates iconic collections.

One of the most decisive events in JOSEPH's development occurred in 1983, when Ettedgui launched the knitwear label JOSEPH TRICOT, which quickly evolved into a luxury ready-to-wear line for contemporary essentials. With a remarkable fusion of classic cuts and modern flair, the brand offered unique pieces defined by high-quality fabrics and first-class craftsmanship, moving away from the fashion of the glitzy '80s toward simplicity. This line marked the beginning of a new chapter, with the name shortened to simply JOSEPH.

JOSEPH's style is a fine blend of timeless aesthetics and modern style. The cuts are classic yet innovative, with clean lines. The clothing exudes a subtle luxury that is evident in every piece through high-quality materials and first-class craftsmanship. JOSEPH's collections are both contemporary and timeless, ensuring they not only reflect current fashion trends but also remain relevant for decades to come. JOSEPH remains an icon in the fashion world by honoring the history of its founding era while continuing to live up to the spirit of innovation and creativity. Under the direction of Co-Creative Directors Anna Lundbäck Dyhr and Frederik Dyhr, who joined JOSEPH in 2020, the brand will continue to thrive for decades to come. It remains a brand that not only creates clothing but also embodies its own unique vision and passion, even after 40 years.

Ethics is a fundamental element in JOSEPH's DNA. The label is committed to high ethical standards and practices responsibility in all aspects of its supply chain. A central tenet of this ethic is the responsible sourcing of animal materials. JOSEPH is strongly committed to animal welfare and requires its suppliers to adhere to the same ethical standards. The brand's Ethics Charter sets out clear guidelines to ensure the highest animal welfare standards are met when sourcing materials. Real animal fur has not been sourced, manufactured, or acquired by JOSEPH since the Summer 2020 collection. Furthermore, JOSEPH has completely eliminated the use of exotic skins. The decision not to use exotic skins is a further step to ensure that ethical and sustainable practices are maintained within its production facilities. Compliance with these high ethical standards is assured not only through words but also through concrete actions. JOSEPH conducts regular inspections of supplier facilities, both by internal staff and external auditors. These inspections are designed to ensure that suppliers comply with agreed minimum standards regarding ethical and sustainable practices.