About the designer
Moroccan-born hairdresser Joseph Ettedgui moved to London in 1960 together with his brother Maurice. They set up a hair salon on Kings Road, the centre of sophistication and luxury fashion. He always had an interest in fashion which was fuelled by his well-dressed elite clientele and their stories on the fashion industry. Inspired by their experiences, he felt the urge to create something that exceeded their expectations on retail and launched his own boutique in the 1970s.
Joseph's aim was to inspire his customers by working with a renowned interior architect and importing contemporary it-brands of that time. Without any background in fashion, he had the rare talent of predicting the outcome of fashion trends which made him and his boutique extremely popular. Joseph Ettedgui launched his own label in 1972 and sold it next to the brands he introduced to the UK's fashion audience. Currently the brand is under the creative direction of Louise Trotter.