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A modern uniform from London
JOSEPH builds a precise, quiet wardrobe: crisp shirts, long wool-cashmere coats, stretch‑gabardine trousers, and feather‑light cashmere “Cashair” knits. The London label treats tailoring as everyday wear, balancing masculine lines with supple drape. On the rail you’ll find the Joe poplin shirt, the Cenda wrap coat, and a full run of the brand’s gabardine trousers—Coleman, Eliston, and Tafira—cut for clean, leg‑lengthening proportions. The palette stays focused: black, navy, ivory, camel, seasonal khaki.
Silhouette & construction
Lines. Straight through the torso, length in the leg, volume dialed by fabric choice. The look reads elongated and neat rather than tight.
Jackets & coats. Wrap and belted styles in double‑face wool‑cashmere keep structure without bulk; shoulders are clean, lapels slim, hems long.
Trousers. Three core cuts anchor the range. Coleman is a mid‑rise, slim straight that hits at the ankle; Eliston narrows to a skinny leg; Tafira sits mid‑rise then subtly flares from knee to hem. All hold a press crease for a sharper line.
Dresses & skirts. Bias slips and column skirts skim the frame; knit dresses follow the body with gentle recovery.
Leather. Second‑skin leggings and slim pants are cut in bonded, stretch lambskin for movement without puckering.
Materials & finish
Gabardine Stretch. A viscose‑cotton twill with elastane for recovery. It reads matte, feels dense, and resists bagging at knees. The hand has weight—polished enough for office, easy enough for travel.
Double‑face wool‑cashmere. Two layers joined without lining for a lighter, cleaner coat that still insulates. Seams are pared back; edges look almost hand‑turned.
Cashair cashmere. Ultra‑fine, semi‑sheer 100% cashmere knits designed for layering. Airy on skin with a dry, delicate hand; best treated as a base or mid layer.
Silk stretch ribs and silk‑satin. Knits with fine rib structure for hold; satin slips with soft, luminous drape.
Poplin shirting. Organic‑cotton poplin cut into the Joe shirt with a curved step hem and crisp cuff.
Signatures & icons
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Gabardine trousers: Coleman (slim straight), New Eliston (skinny), Tafira (fit‑to‑flare).
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Cashair knits: whisper‑weight cashmere crews, V‑necks, and roll‑necks.
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Cenda coat: a belted, double‑face wool‑cashmere wrap with minimal seams.
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Joe shirt: relaxed‑fit poplin with stepped hem, designed to sit clean under tailoring.
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Stretch leather leggings: bonded lambskin with elasticated waist for a smooth line.
How to wear it now
Weekday: Joe white poplin shirt under the Cenda coat; navy Coleman gabardine trousers; low leather loafers. Keep jewelry minimal; let the press crease do the work.
Evening: Black silk‑satin slip skirt with a black Cashair roll‑neck and slim tailored blazer; a single cuff bracelet in gold tones.
Weekend: Camel rib knit with dark‑khaki Tafira flare; crisp sneaker and trench‑length wrap coat.
Travel: Ecru Cashair crew over a silk‑rib tank with New Eliston trousers; scarf in tonal wool; flat boots for gate‑to‑dinner ease.
Fit & sizing notes
Shirts: The Joe shirt is relaxed through body, set true at shoulder. Choose your usual size for a clean, borrowed‑from‑menswear shape; size down for neater tuck.
Coats: Double‑face wraps are intentionally easy. If between sizes or wearing heavy knits, choose your normal size; for a closer belt tie, you can size down.
Trousers: Coleman fits mid‑rise, slim straight; Eliston is mid‑rise, skinny; Tafira is mid‑rise, fitted through thigh with a measured flare. All run true to size with stretch recovery.
Leather leggings: Close, second‑skin fit with light give after first wear; stay true to size unless you prefer more room at waist.
Care & longevity
Cashair: Expect some pilling with wear; rest knits between outings and de‑pill gently with a comb. Hand‑wash cool in a mesh bag or dry clean; dry flat.
Gabardine trousers: Dry clean to preserve crease and finish; steam rather than iron to keep the twill’s surface clean. Hang from clip hangers by the hem to maintain leg line.
Double‑face coats: Brush with a soft garment brush; air between wears; store on wide‑shoulder hangers. Spot clean; professional dry clean when needed.
Leather: Use a specialty leather cleaner; avoid heat; store flat or folded once along the knee seam to prevent permanent creasing.
Heritage & today
Founded in 1966 by Casablanca‑born Joseph Ettedgui, JOSEPH began as a King’s Road salon and concept store, then launched its own knitwear in 1983, establishing the minimalist uniform the brand is known for. A new Sloane Street flagship in 1979—designed with architect Norman Foster—signaled the modernist retail vision behind the label. In 2005, JOSEPH was acquired by Onward Kashiyama. Creative direction has evolved from Louise Trotter (2009–2018) to Susana Clayton (2018), then co‑creative directors Anna Lundbäck Dyhr and Frederik Dyhr (from 2020). In November 2024, Mario Arena was appointed creative director; his first collection is Spring/Summer 2026, aligning product with the brand’s London‑based design team and refining its craft‑first identity.
Responsibility
The brand’s Foundations edit is a permanent capsule focused on long‑wear materials such as double‑face wool‑cashmere, silk rib knits, and stretch‑gabardine trousers designed for durability and recovery. Core shirting includes organic‑cotton poplin; leather goods and leggings are produced in European workshops with traceable Italian‑tanned hides on selected lines. JOSEPH publishes an Ethical Charter for suppliers and outlines responsible sourcing commitments; documentation is concise rather than exhaustive. Treat the collection as a buy‑better wardrobe and follow care guidance to extend lifespan.