Joseph Ettedgui
| Joseph Ettedgui | |
|---|---|
 |
|
| Born |
February 22, 1936 Casablanca, Morocco |
| Died | 18 March 2010 (aged 74) London |
| Other names | Joseph |
| Occupation | Entrepreneur and founder of Joseph brand |
Joseph Ettedgui (1936-2010), usually known simply as Joseph, was an influential London-based retailer and founder of the Joseph retail empire. After his death, the chair of the British Fashion Council Harold Tillman described him as: “a great designer, retailer and entrepreneur”. Le Figaro fashion editor Godfrey Deeny has described him as: "one of the half dozen greatest fashion retailers in the past half-century".
Born in Casablanca on February 22 1936, Joseph Ettedgui was the son of a French-Moroccan furniture retailer of Jewish ancestry. Joseph’s father considered retailing to be a degrading profession and hoped his son would become a doctor or lawyer. Joseph had no such ambitions and moved to London with his brother Maurice in 1960 to train as a hairdresser. Two years later the brothers opened a hairdressing salon (Salon 33) in King's Road, Chelsea – one of the epicentres of Swinging London. In 1964, their brother Franklin joined them. In an interview in 1989 with the Jewish Chronicle, Joseph said: “I really wanted to be an architect but I'm terribly impatient. I decided to take a course in hairdressing and I loved it; I loved the way you could transform someone in two hours".
Joseph Ettedgui began travelling to Paris to see the ready-to-wear collections. This led to a meeting and early business association with Japanese designer Kenzo Takada. He began to sell Kenzo sweaters in Salon 33, and in 1972 the first Joseph clothes store opened underneath the hairdressing premises. Kenzo sweaters in the store’s window were spotted by then Sunday Times fashion editor Michael Roberts and used in a photo shoot – a move credited with simultaneously launching both minimalist European fashion and the Joseph retail name to a wider UK audience.
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