What’s New at Joules

Joules has long been a go-to brand for those who love classic British style with a softly contemporary edge. Founded in 1989 by Tom Joule, the brand started as a small countryside stall selling bright and cheerful clothing to outdoor event-goers. Over the years, it has grown into a household name, renowned for its distinctive prints, high-quality fabrics, and its easy marriage of tradition with modernity.



This season, Joules introduces a collection that stays true to its roots while embracing fresh trends. Expect vibrant florals, timeless stripes, and heritage-inspired outerwear – perfect for both country escapes and everyday wear. Whether you’re after a cosy knit to throw over your shoulders in the evenings, or the perfect striped shirt (collars up please), the latest arrivals offer something for anyone who likes to lean into a country vibe, at least sartorially speaking. Here’s what’s new from this much-loved British brand for SS25.