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Tom knew his customers very well (a lot of them by name) and could see that the clothing they were wearing was very practical but lacked an edge. There was a huge difference between functional, built-to-last clothing and the bright and colourful styles that could be seen in towns and cities, there was nothing for people who wanted a balance of style and practicality.
Tom and his small team were living the life his customers were leading, so they were constantly overflowing with ideas and inspiration. They set about reinventing traditional British clothing by adding twists to classic pieces. Many of Joules’ garments had an element of surprise – a purposefully mismatched button, a contrast colour hiding underneath a collar or even a printed lining.