Joseph Ettedgui is a Moroccan-born retailer and founder of the Joseph fashion empire. Ettedgui has moved to London in 1960 with an idea of opening a hairdressing salon that subsequently became his first fashion store. He was passionate about retailing clothes from the upcoming designers on one of the trendiest streets of London and did it with great success. Inspired by the industry, Joseph couldn’t help but created his own fashion line of functional and luxe essentials that are a great addition to any contemporary wardrobe. Joseph’s stylish, yet extremely comfortable pieces are loved by fashionistas like Olivia Palermo and Cheryl Cole.

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