JOULES, EXPANDING BRITISH APPAREL AND FOOTWEAR BRAND, TARGETS
U.S. OUTDOOR LIFESTYLE CATEGORY FOR GROWTH SHOWING AT
FIRST OUTDOOR RETAILER + SNOW SHOW
Style and Functionally Inspired by Outdoor Pursuits in British Countryside, Ideal for Casual Wear and Inclement Weather;
Show Attendees Invited to “Make Your Own Gin and Tonic” Mixer Day One
NEW YORK, N.Y. (January 5, 2017) – Continuing its expansion in the U.S. Joules, one of Britain’s most beloved family brands, is targeting the outdoor lifestyle category for growth by showing at the first Outdoor Retailer + Snow Show in Denver this month. Building upon the momentum of the last few seasons, Joules will present the new Autumn Winter 2018 Collection, highlighting an extensive array of rainwear, with one of a kind prints ideal for the city, winter resorts and travel. Tom Joule, founder and chief brand officer of Joules, will be on hand to share brand insights and welcome attendees to its “Taste of Britain Cocktail Mixer” on day one 4-6 p.m., featuring iconic British gins and tonic. Joules will be on display at booth #54148 at the Colorado Convention Center in Jan. 25-28th.
“We are delighted with the success Joules has already seen in the US, and with product extension, it’s the perfect time to create our footprint in the outdoor lifestyle community,” said Joule. “After all, the brand was created with the idea of time well spent outdoors, so I’m happy to see it has resonated to the American consumer. We’ve always been a brand about color and playfulness, and it’s exciting to see this transition across the pond and into the cold weather retail community,”
For AW18, Joules’ collection is stylish, functional, and reflects the personality of the brand. Designers utilized their favorite woods and fields, galleries and museums and libraries to create hand-drawn prints that not only appeal to the discerning eye, but also, to the imagination. The Bircham Bloom print is inspired by vintage printed fabrics from the New York Design Library, accompanied by flowers sketched on the side of a winding country road in Norfolk, UK. The Woodland Floral print embraces the wonder, richness, vibrancy and romance of the British countryside. Both prints are interpreted in outerwear and footwear, for a carefully crafted collection that meets the needs for both the unpredictable British weather, as well as the numerous US climates.
In response to the growing market needs, the "Right as Rain” Collection 2018 was expanded by 30% to support retailer and customers demand. The signature Coast waterproof hooded jacket reappears in classic colors like red, French navy and antique gold, as well as in new bright colors and seasonal prints. The best-selling Golightly jacket comes to life this season, proving to be the hero of the collection. This waterproof packaway jacket comes in an array of fresh prints and colors, proving that even the “girl on-the-go” can pack light and stay stylish. Staying true to the heritage of Joules and time spent outdoors, the “Warm Welcome” Collection keeps it playful with printed and vibrant styles including padded vests, quilted jackets and will introduce the Woolsdale, a duffle coat for colder days.
Both collections may be paired with Joules wellies in a range of tall, mid, short and pop-on heights in signature hand-drawn prints like the Bircham Bloom and Woodland Floral. The collection ranges from $55 to $80 for classic styles and $89 to $165 for the premium range, ideal for muddy country lanes and rainy city streets.
Meet Tom Joule at Outdoor Retailer + Snow Show, as well as view the AW18 Joules Collection. For media appointments please contact Charlotte at Charlotte@cgprpublicrelations.com
Joules - ‘a premium lifestyle brand with an authentic British heritage’
It was back in 1989 when working on his clothing stand at a British country show that Tom Joule had an idea. Tom knew his customers very well (most by name) and saw that the clothing on offer to them was practical but also rather dull. So Tom set about reinventing traditional British clothing by adding twists to classic pieces through the addition of bright colors, prints and hidden details with an unrivalled focus on quality. A unique authentic lifestyle brand was created. Since then Joules has fast become one of Britain’s best-loved lifestyle brands. Based in Market Harborough, where we’ve been since day one, our talented team of individuals work across everything from print to production, all singing from the same hymn sheet to make the ordinary extraordinary.
About Joules
Established in Britain by Tom Joule nearly three decades ago, Joules is a premium lifestyle brand with an authentic heritage. A true multi-channel brand, Joules carefully designs clothing, footwear and accessories for women, children, baby and men, as well as an expanding range of homewares and eyewear collections, with personality to match those of its customers’ colorful and uplifting outlooks.
Quality, Britishness, family values, color and humor make Joules stand out from the crowd. This approach, along with an unwavering attention to detail, and drive to surprise and delight its customers with unexpected product details, has been central to the brand’s success and expansion and remains at the heart of everything Joules creates.
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