When the late, great Joseph Ettedgui switched his attention from hairdressing to selling designer knits in a space below his King's Road salon back in 1966, he was already ahead of his time. Then, in the early ’80s, the first JOSEPH knitwear label, Tricot, was launched, bucking the trend for glitzy Dynasty looks in favour of a more streamlined, modern aesthetic.
Own-brand stores soon followed on Sloane Street and Fulham Road, where JOSEPH's modern knits, shirts and trousers were pegged alongside an iconic womenswear edit that included Yohji Yamamoto and, later, John Galliano and Katharine Hamnett. As a result, his early conceptual retail spaces quickly became the first point of call for those looking to add something new to their wardrobe.
Today, with a Mayfair boutique and co-creative directors Anna Lundbäck Dyhr and Frederik Dyhr at the helm, the 40-year-old brand has stayed true to its design ethos of quality and flawless fit. Speaking of which, this coveted chevron jacket, £825, from the autumn/winter 2024 collection is cut from ultrasoft merino wool and features a black and tan chevron pattern, achieved using a jacquard weave technique. With its high neck and belt, it's the perfect cover-up for those chilly, between-season days and nights.
JOSEPH, 28 Brook Street, London W1K 5DH