Our Roots are muddy! We started in 1980 at county shows selling country clothes. So outdoor living and British traditions are double stitched into the Joules brand. In 1999 we started the Joules own brand, and the pitter patter of our kids' range arrived in Spring 2005, these days known as Little Joule. We design with passion, to delight each member of the family with details they'll love. Our products are clothes to live the good life. Practical, wholesome and stylish. Classic, soft and easy to wear. With exclusive prints, finishing touches and quirky little extra details, Joules always turns heads and wins hearts.