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JOSEPH helped to modernize women's wardrobes. As the sixties drew to a close, Casablanca-born Joseph Ettedgui imagined a revolution in the way we buy fashion and so he created a conceptual boutique to discover new ideas and designers. Then in 1972 the JOSEPH in-house label was launched, placing importance on luxury essentials. Today, the company has become a contemporary brand respected worldwide. Each collection explores the nuances of personality through intimate detail, sartorial techniques and luxurious fabrications. From classic sweaters to chic tops every item incorporates sharp tailoring and attention to the smallest of details. Cashmere, wool, tweed, and other fabrics come together in innovative ways for clean and energetic ensembles.