Founded by Moroccan entrepreneur Joseph Ettedgui and his family in 1972, Joseph is a British fashion brand a retailer. The company opened the first store in the early 1970s and the first large-scale retail outlet on Sloane Street in 1979. The retail stores champion the works of many fashion designers, such as Margaret Howell, Katharine Hamnett, John Galliano and Azzedine Alaïa.
The label won a number of awards, including Knitwear Designer of the Year four times between 1990 and 1994 and a British Fashion Award in 2000. Ettedgui passed away in 2010, having sold the brand to its Japanese licensee in 2005. At the end of 2018 it appointed a new creative director and a new CEO; Susana Clayton joined having held creative roles with brands including Givenchy and Chloe, and Barbara Campos joined as CEO from Marni. As a result Hirosuke Takagi moved to the role of executive chairman.