Joules

Joules’ story began in 1989, when Tom Joule started selling clothing on a stand at a country show in Leicestershire. He realised that the clothes his customers wore were practical but not stylish – nothing like the bright and colourful styles in towns and cities. And so, he set about reinventing traditional British clothing by adding quirky, unique twists to classic pieces. Whether you’re looking for comfortable t-shirts for a picnic, a warm coat for country hikes, or a flattering dress, you’ll find your individual style in Joules.