British ready-to-wear brand with pure lines and basic design inspired by Joseph Ettedgui's intuition and passion. Moroccan birth and British adoption Joseph Ettedgui was one of the great retailers of the '70s in London. His stores brought together cutting edge brand with his own label basic pieces in a modern context. Thus his boutique was noted by fashion editor Micheal Roberts who wrote about him. That article was a springboard for his success. Joseph Ettedgui's philosophy was simple: 'A good wardrobe needs great basics, not only designer clothes’ and this was exactly his philosophy: top quality garments with reasonable price. Today its boutiques are in all the major cities in the world and since 2005 the brand has been acquired by Japanese company Onward Kashiyama
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