Western & English Today

SOURCE 18

W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

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30 Western & English Today P H OTO G R A P H Y: CO U R T E S Y J O U L E S THE LOOK: LAYERING UP Joules offers both insulated and lightweight quilted vests in designs and styles for all seasons. FASHION MEETS FUNCTION JOULES By Lindsay Whelchel W hen it comes to looking cute and stylish in rainy weather, perhaps no one has it down better than the British. at's why we're glad the English clothing company Joules crossed the pond. e brand's apparel is appealing to the eye and functional, including rain coats and rubber boots to battle the wetter elements. Joules is now sold in U.S. department stores — Nordstrom, Von Maur, and Dillard's among them — as well as more than 600 retailers (the English refer to them as "stockists"). Beyond the U.K., where it has 108 stores, Joules is also available across Europe and enjoys a healthy online business. So, what makes the company so sought a er? To fi nd out, we went straight to the source. " e brand was founded in 1989 by Tom Joule, when he started selling quality socks, hats, and jumpers at country shows and equestrian events in the U.K.," says Dave Wood, head of international at Joules. "At the time, country clothing was only available in muted colors of brown and green. "Tom spotted a gap in the market to bring high street style to practical country clothing, and with that in mind, brought his fi rst product to the market: bright, printed Wellington boots." e success of the brand surely has something to do with Joules' creative patterns (hand-drawn in-house) and those delightful color pairings. Beyond that, Joules makes it a habit to surprise customers with small details such as hand-drawn prints hidden under shirt collars, or tiny button embellishments. "We're known for our surprising details — whether that's a pop of color or bold print — and the quality of our products. Almost all products are machine washable, and 'pass me on' labels have been added to our children's products, as they're o en handed down through family and friends," Wood says. Over the last three decades, Joules has expanded out from rain boots to include a range of clothing, accessories, and even home décor items. "At its essence, Joules is about today's family, time together, and enabling our customers to really enjoy moments that matter," Wood says. Here's how you can get the look (and stay dry) this season. WELLIBOB short rain boots with pull tabs, MOLLY mid- height rain boots with side buckles, PRINTED tall rain boots with back gussets.

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