Joseph is a London fashion brand founded by Joseph Ettedgui, known for double-faced wool coats, stretch trousers and refined knitwear.
Joseph has dressed London’s understated professionals for decades, with a particular strength in double-faced wool coats and slim trousers. It offers a polished, city version of quiet luxury below the Italian price points.
What is Joseph known for?
- Double-faced wool coats
- Gabardine stretch trousers
- Merino knitwear
Key materials: double-faced wool, cashmere, merino. Categories we cover: outerwear, knitwear, tailoring.
Is Joseph quiet luxury?
Yes. Joseph is one of the clearest examples of quiet luxury: its core products carry no visible branding, and their value lies in materials and construction.
On our Quiet Luxury Index, Joseph scores 84 out of 100:
How much does Joseph cost?
Coats roughly $1,000–$2,000. Joseph sits in our Premium tier: contemporary labels with genuinely good materials. Prices are approximate US retail and vary by region and season.
What should you watch out for?
Coats are the strongest category — the trend pieces vary more.
Is Joseph on Instagram?
Yes. Joseph’s official account is @josephfashion, with 390,000 followers and 166 posts as of October 2026, ranking it #28 of 39 quiet luxury brands we track.
Which brands are similar to Joseph?
Max Mara (Luxury, Index 92). The definitive camel coat, one step up.
Toteme (Premium, Index 83). Scandinavian outerwear at a similar price.
Theory (Premium, Index 80). American tailoring in the same spirit.
Joseph at a glance
| Founded | — |
|---|---|
| Founders | Joseph Ettedgui |
| Based in | London, United Kingdom |
| For | Women |
| Price tier | Premium |
| Index score | 84 / 100 |
| Official site | joseph-fashion.com |
Frequently asked questions
What is Joseph known for?
Joseph is known for Double-faced wool coats, Gabardine stretch trousers and Merino knitwear. Joseph is a London fashion brand founded by Joseph Ettedgui, known for double-faced wool coats, stretch trousers and refined knitwear.
Is Joseph quiet luxury?
Yes. Joseph is one of the clearest examples of quiet luxury: its core products carry no visible branding, and their value lies in materials and construction.
Where is Joseph from?
Joseph is based in London, United Kingdom by Joseph Ettedgui.
How much does Joseph cost?
Approximate prices: Coats roughly $1,000–$2,000. Prices vary by region and season.
How many Instagram followers does Joseph have?
Joseph’s official Instagram account, @josephfashion, had 390,000 followers as of October 2026.
What brands are similar to Joseph?
Brands similar to Joseph include Max Mara, Toteme and Theory. The definitive camel coat, one step up.