Legendary Casablanca-born clothier Joseph Ettedgui founded British label JOSEPH in 1966, launching over five decades of luxury design expertise. Ettedgui, who made his first foray into the fashion industry by selling sweaters out of his West London hairdressing studio, harnessed his keen curatorial vision and design sensibilities for the brand’s first line: a highly-curated selection of luxe ready-to-wear essentials. Today, co-creative directors Anna Lundbäck Dyhr and Frederik Dyhr advance an unprecedentedly intimate approach to menswear. JOSEPH’s men’s line reinterprets the label’s timeless aesthetic with a considered, modern touch. Minimalist basics—T-shirts, crewneck sweaters, turtlenecks—along with pristinely tailored trousers and wool coats recall JOSEPH’s legacy as London’s de facto purveyor of sophisticated ease. Streetwise styles including sleek track jackets and pants, deconstructed shirting, and knitwear propel the brand’s renowned sartorial identity into the 21st century.