Quintessential British label Joules started life in 1989 when founder Tom Joules began selling clothing at country shows across the UK. With an eye for sartorial style, Tom noticed a lack of colour and fun in otherwise functional clothing and, as the saying goes, the rest is history…! Today Joules continues to bring quirky prints and bright palettes to families - think cosy fleeces in striped primary hues, floral and dino print outerwear with coordinating accessories and pretty dresses, all speaking to the fun and creativity of childhood.