Basics instinct
Known for its impeccable tailoring and timeless appeal, the in-house label of famed retail institution Joseph has found the sweet spot between a strong retail presence and distinctive apparel, thanks to creative director Louise Trotter.
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ROLEX is to watches what Joseph is to the multi-label concept store. Before shops used the terms "curation" and "edit" to describe their selection of merchandise, and the notion of a café-boutique is as common as Carrara marble-effect iPhone cases, fashion retail icon Joseph Ettedgui was revolutionising the London shopping scene in the 1960s, stocking coveted sweaters by pal Kenzo Takada and hosting fashion insider pals at Joe's Cafe.
"I grew up in London during the nineties and Joseph was at the epicentre of the Lon…
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