The Joules story began in 1989 when Tom Joule started selling clothing on a stand at a country show in Leicestershire.

He could see that the clothing customers were wearing was very practical but lacked an edge. There was nothing for people who wanted a balance of style and practicality. He set about reinventing traditional British clothing by adding twists to classic pieces. Joules soon became the talk of the town (and country). 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.