Son of a French-Moroccan furniture retailer, Joseph Ettedgui emigrated to London in the late 1950s and trained to be a hairdresser. During the 60s he bagan travelling to Paris to see the ready-to-wear collections. There he met Kenzo, whose brightly coloured sweaters he had started to sell in the reception area of his King’s Road salon. Before long, the clothes had eclipsed the hairdressing, and Joseph’s first shop was established below the salon in the early 1970s. Although he has since passed away, his collection continues to be a great favourite with the savvy fashion buyer. Joseph is essential for great everyday pieces that you’ll enjoy wearing time after time.