Joules

Joules brings a colourful, distinctly British take to country-inspired dressing. Founded by Tom Joule in 1989, the brand grew from the rural show circuit, reworking traditional country clothing with brighter colour, characterful prints and a more relaxed sense of style. The collection moves effortlessly between practical outerwear, rugby shirts, cosy knitwear, quilted layers, denim and easy everyday separates. Hand-drawn prints and unexpected details give the classics their unmistakable Joules personality, while weather-ready fabrics and thoughtful construction keep the clothes firmly grounded in their original purpose. There is an easy warmth to Joules — polished enough for town, practical enough for the countryside and never afraid of a little colour. British heritage, approached with a lighter touch.