BRITISH FASHION HOUSE REINVENTS THE COUNTRY LOOK

Rambling hills, children running wild and dogs jumping with joy are all inspiration for british clothing brand Tom Joule.

The company which has taken Great Britain by storm, delights with their collections that are designed for the whole family.

"We bring the countryside to the catwalk, we see something that makes us smile and that influences our prints, our details and our fabrics." TOM JOULE, CEO.

"The countryside has so much to offer and the people who live there are bright, fun-loving characters and we design clothing that reflects that. Our ranges are interesting and are designed to last the active way of life, whilst giving a nod to the latest catwalk trends."

Stylish tweed blazers, vintage print dresses and bright, bold wellies are all iconic pieces within the collections and all include quirky details that set the brand apart from the crowd. Be it mismatched buttons, printed silk linings or velvet trims, this is a collection of quality and style whilst reflecting ‘home-made’ English trends. The label is often worn alongside other leading heritage brands such as Burberry, Ralph Lauren and Barbour, but its signature style of wholesome, unique and ultimately, British clothing is deeply sewn into its roots.

The brand has gone from strength to strength in the past three years and this has largely been accredited to its heritage. It began in the nineties with Tom designing colourful clothing that had a personality. He says his original inspiration came from “the best dressed woman around”, his mother and ‘family’ continues to drive the direction of the business.

“Our clothing is for the whole family, and is made to last the adventures that life offers us.” A busy father of two, Lily, ten and Henry, seven, Tom knows that quality and practicality are important to the modern day family but is quick to highlight that practical doesn’t mean dull colours and fabrics. “Clothing should be fun and reflect the wearer. Our children’s range is clothing that I would have wanted to wear at that age, bright, bold and with plenty of character.”

Favourites in the Little Joule collection are bright rugbys, applique jerseys and ditsy print dresses. From hand-knitted jumpers with animal characters to quilted coats with countryside map linings, the collection is designed for children, not mini-adults. Tom knows the market well and makes sure the collections reflect that. His family are typical of the Joules customer; they like to be outdoors, playing rugby and cricket to skiing, riding their pony and walking the family dog.

“The children will throw on their jackets and wellies to run around outside, and they’ll still look great. It doesn’t matter if they get muddy as everything can go in the washing machine and will continue to look new.”

With 52 shops in the UK, 6 in France and now 4 in Sweden, Joules has a presence that is growing daily.

“We have had a great response to our other stores in Sweden and feel that Stockholm is the perfect location for us to show our complete collection. The new store will be our largest yet and both our design and shop fitting team have great plans for the space to really bring the brand to life.”

TOM IS FOCUSED ON THE FUTURE OF THE BRAND AND IS CAREFULLY MAPPING OUT THE NEXT STEPS IN BRIGHT COLOURS.