British brand Joseph began as a multi-mark concept selling upscale designs from Kenzo or Jean-Charles de Castelbajac.
Twenty years after its début, Joseph is now a mark selling high quality classic clothing. Joseph has become an important name in basic luxury ready-to-wear. Its collections are now defined by luxurious materials like fine knits and cashmere, and its recognisable logo in the form of a barcode is now known all over the planet.
In the 80’s, Joseph was very different to the eccentric London punk look of the time. The brilliant British brand instead created more marks offering classic and elegant pieces that correspond to specific needs of clients. After the success of Joseph Knitwear, Joseph for Men followed.
Despite its strict no sparkles, no plunging necklines and no Bright colours codes, Joseph has become a true success in itself. The mark is now a permanent reference for absolute must-haves of fashion wardrobes. Their « Bertrand » trousers are now an emblem of the label.
In late 1999, Ettedgui and his brothers Franklin and Maurice surprised many by selling a 54 per cent stake in the Joseph brand to the Belgian financier Albert Frère, and a minority interest to the luxury giant LVMH, with Joseph personally making over £30m in the process. In 2005, he and Franklin sold the entire business to the Japanese firm Onward Kashiyama for £140m, sharing £20m between them.