Legendary Casablanca-born clothier Joseph Ettedgui made his first foray into the fashion industry by selling Kenzo sweaters out of Salon 33, his hairdressing studio in Chelsea, West London. Harnessing his keen curatorial vision and design sensibilities, Ettedgui went on to establish the iconic London-based boutique Joseph, coined the world’ first ‘modern concept’ store. In 1972, Joseph launched its eponymous in-house label, a highly-curated selection luxe ready-to-wear essentials. Advancing an unprecedentedly intimate approach to menswear, Joseph’s Today, under the creative direction of Louise Trotter, Joseph’s men’s line reinterprets the label’s timeless aesthetic with a considered, modern touch. Luxurious men’s basics, including t-shirts, crewneck sweaters, and turtlenecks, alongside pristinely tailored trousers and wool coats, recall Joseph’s legacy as London’s de facto purveyor of sophisticated ease. Streetwise styles including sleek track jackets and track pants, and deconstructed shirting and knitwear propel the brand’s renowned sartorial identity into the 21st century.