The Joules story began in 1989 when Tom Joule started selling clothing on a stand at a country show in Leicestershire. Tom and his small team were living the life his customers were leading, so they were constantly overflowing with ideas and inspiration. They set about reinventing traditional British clothing by adding twists to classic pieces. Many of Joules garments had an element of surprise a purposefully mismatched button, a contrast colour hiding underneath a collar or even a printed lining.
Joules soon became the talk of the town (and country). People had begun to discover a brand that could satisfy their need for quality whilst retaining a sartorial edge. Customers found that these classic styles complemented their lives perfectly, come rain or shine. Woodland walks, picnics on the beach, cosy nights in and journeys to school, were all becoming more colourful.