Joseph stands for effortless elegance and high-quality essentials - and has its origins in a London hairdressing salon. Joseph Ettedgui from Casablanca opened his Salon 33 in the King's Road in 1966 and shortly thereafter offered selected fashion pieces. In 1983, he launched his first own knitwear collection, and the brand has continued to grow ever since. Today, Joseph is under the creative direction of Anna Lundbäck Dyhr and Frederik Dyhr.