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The Iconic Brand Edit - JOSEPH

Established in London in 1972, JOSEPH is a luxurious fashion brand and retail chain. The JOSEPH brand grew from a small shop attached to a hairdressing salon in King’s Road, Chelsea owned by Casablanca born Joseph Ettedgui and his brothers Maurice and Franklin, to more than twenty London stores, with eight additional outlets in Leeds, Manchester, Paris and New York.

Joseph Ettedgui's love of fashion meant the brothers began displaying designer clothes in their hair salon in the 1960s, including the work of pioneering Japanese designer Kenzo Takada.

The success of this early collaboration led to a move into fashion retailing, with the first store opening below the Chelsea hair salon in the early 1970s and the first large-scale retail outlet opening on London’s Sloane Street in 1979 where they championed the work of many up-and-coming designers of the time, including Margaret Howell, Katherine Hamnett and John Galliano. The stores were as distinctive and influential to the UK retail scene as the clothes in them.

1996 saw JOSEPH launch its new logo and the iconic JOSEPH stripe - designed by Teresa Roviras, these are still used to this day.

Fleet Luxury have been producing JOSEPH’s iconic striped bags and luxury boxes for many years now and along with all our other brands, smile every time we see one being walked down the street.

Fleet Luxury is a full-service packaging, sourcing, storage and logistic company. For bespoke boxes, bags, tags, tissue, hangers, garment covers and more, contact us on +44 (0)1634 730334 or email


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