Casablanca-born Joseph Ettedgui opens a hairdressers, Salon 33, on King’s Road, London. He begins attending Paris fashion shows and soon starts selling knitwear by Japanese designer Kenzo from the window of the salon. It is an instant success. By the early ‘70s the salon transformed into a boutique named JOSEPH. A further four stores open across London.

Later in 1993, Joseph opened a design studio in Paris, which he later expanded to house an atelier. In 2020 JOSEPH appoints Anna Lundbäck Dyhr and Frederik Dyhr as its new Co-Creative Directors. Their first collection, Spring Summer 2022, made its instore debut in November 2021. In 2023 The British contemporary designer brand JOSEPH reaches its 40th anniversary.