BEST OF THE BRAND
pondering to purchasing. Design-wise, Joseph falls on the right (realistic) side of contemporary. It was the brand many pounced upon in the 1990s and early 2000s for smart wardrobe essentials, its stores a haven for time-poor city execs. A wide network of shops and stockists was a wise move. Then came the online boom. Competition was, and still is, rife. Throughout, Joseph has maintained its steady momentum, without feeling dated. It might feel safe to some, but I would say, as someone who dipped away from the brand for a short while, I have returned to it for its masterful handling of cut and purity of design.
Recently, the brand has welcomed two new talents, co-creative directors (and husband and wife) Anna Lundbäck Dyhr and Frederik Dyhr. Between them they have amassed experience at such juggernauts as Cos, Tommy Hilfiger, Bottega Veneta and Burberry. Their first collection drops in July, and the “Dyhr Dynamos” will continue Ettedgui’s original vision; creating a balance between fashion and a timeless wardrobe of luxury essentials. “There is a purpose to every product we design, and we want it to live longer than just one season,” says Anna.
I am reassured to hear that Joseph will be moving with the times in terms of its fabrics: “We are working on capsule collections designed entirely out of leftover yarns. We don’t believe that we are, or will ever become 100 per cent perfect, but we have an obligation to keep trying and pushing for positive change.”
We are all creatures of habit, aren’t we? Few brands can lay claim to being the (shopping) habit of a lifetime. In Joseph we may have found a friend for life.