Joules started nearly three decades ago, when Tom Joule started selling country clothing at equestrian and outdoor events. One typically rainy afternoon, Tom came to the realisation that the clothing available didn't reflect his customers' personalities.
100 pink wellies we bought and - standing out against a background of green and brown - sold right away.
Forays into design soon followed and harvested unexpected rewards. Classic British clothing was reinvented through the addition of bright colours and an unrivalled attention to detail and in turn a unique and authentic lifestyle brand was created.
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