By combining country class, colourful prints and functional fashion, clothing outfitter Joules is proving to be a real gem among the rubble of what has become known as the current high street.
And this is not just my humble opinion. With news yesterday of a £22 million cash injection by private investors, it seems that this British-based company has not only weathered the storm of the last few years but come out of it fighting.
Perhaps it’s the success of the e-commerce strategy, which now enables delivery of goods to over 30 countries, or their growing base of loyal customers (me included). Whatever the reason for the power of Joules on the high street, I like to think it’s down to the fact that they’ve got a unique style of British country heritage that taps into our current obsession for the good old days.
From the Great British Bake Off to the Royals, we have a real need for a more peaceful era. To slow it down, enjoy life more, leave the rat race behind and head to the country for walks on a Sunday.
While this fantasy may not become the reality for some, especially when you consider the current state of “post-recession” Britain, where you work harder, for longer, for less or the equivalent salary as two years ago, at least you can look and feel like you’re heading to the calm of the glorious countryside by dressing the part.
This is where Joules comes in. I guarantee that you’ll find at least one piece for keeps out of their range of tweed jackets, playful jumpers, Fairisle knits and patterned trousers. Indeed, they have cleverly fused timeless and vintage to create clothing that you’ll want to pull out of your wardrobe year after year. Joules does not pretend to be fashion-forward, in fact, it doesn’t claim to be anything but country clobber with a colourful twist and that what makes the brand that’s ‘dotty about detail’ stand out from the crowd.
Not convinced? Well, I’ve pulled together some of my favourite pieces from their current collection.
Here they all are:
1. Womens Intarsia Jumper, Fox, £69.95
I’m a HUGE fan of Wes Anderson’s Fantastic Mr Fox, now I can work my own foxy number.
Tank tops are perfect for layering over a crisp white shirt.
3. Womens Floral Dress, Navy Floral, £69.95
Pair this tea dress with thick wool tights and a cosy cardigan.
4. Womens Tweed Fieldcoat, £220
Buy it now, wear it for years to come.
Liven up those rainy days in these wellies with a one-year guarantee.
Can’t afford a Hermes? This silk scarf is the next best thing.
7. Womens Blouse, French Navy Drawn Birds, £59.95
Twit-twoo, the bird print and pussy bow fastening make this shirt a must-have in my wardrobe.
8. Womens Patterned Trousers, Purple, £49.95
Mad Men may be off-screen for the time being but these could pretty much be the perfect pair of Mrs Draper pants.
What do you think? Have you spotted anything you like at Joules?