Family Joules: English Fashion in the US
United Kingdom Brand Joules Lands Stateside, Just in Time for El Nino
Wellington by Joules
In the small market town of Harborough, England, Tom Joule sighted a fatal flaw in the British retail industry of the late ‘80s: a lack of supply in colored and printed wellies, better known in the United States as “wellingtons.”The knee–high waterproof boots, up until that point, had been remarkably underwhelming and dull; the pieces lived a life of relative monotony until Joule noticed his customers’ penchant for color. Since then, Joules Inc. has grown to be one of Britain’s most beloved lifestyle brands, known and loved for its signature hand drawn prints and unique use of color. With its emergence into the U.S. wholesale market, Joules delivers a colorful, weather resistant touch of British charm to San Diego, just in time for El Niño.
Showcasing the brand’s unique attention to detail and signature hand–drawn prints, Joules makes Spring/Summer a season to celebrate, sans rain, with its attendant collection. Highlights from the SS 16 collection include the brand’s signature wellingtons and the Right as Rain outerwear line.
WELLYPRINT PRINTED RAINBOOTS in BLACK SPOT ($74.95)
The classic white spot, black background print elevates the boot into a desirable accessory— not just a weathered necessity. The side– buckle detail and enhanced tread grip ensure a steady stride.
FIELDWELY GI GLOSSY RAIN BOOT WELLIES in DARK RED ($74.95) Reminiscent of Dr. Martens, the field rain boot is glazed in a high–gloss finish and edged with a two–tone (dark navy and mustard yellow) expanding panel. Guaranteed to put a shine in your step, indeed.
EVEDON PREMIUM BOW WELLIES in OLIVE ($164.95) Joules Premium Welly Collection is for the discerning welly wearer. Gently slowing away at the back and with the addition of a luxurious ribbon to heighten the elegance factor.
Dive into the Joules family with the boot that’s made the brand a British household name. From festivals to farmyards, a pair of chic wellies are an essential wardrobe staple: the floral prints— enlivened with soft greys, neon lines and injections of bold pinks and oranges—embolden the wet weather essential. With a fresh update on past prints, heights to suit various preferences, and a range of soft Neoprene lining, there is bound to be a boot for everyone—come rain or shine.
THE “RIGHT AS RAIN” COLLECTION
RAINA WATERPROOF PARKA in MARINE NAVY FLORAL ($244.95) This longer length parka–style rain coat is PU (polyurethane) coated and has taped seams to make it 100% waterproof. A drawstring hood, button cuffs and fleece lining keep the draughts out, while an inner drawstring designed to pull in the waist gives the coat shape.
PONCHO PRINTED SHOWERPROOF in SILVER POSY ($44.95)
Perfect for unpredictable festival weather. The poncho is exceptionally roomy and packs neatly away in its own bag, plus it has a toggle and drawstring hood to keep its structure.
GOLIGHTLY PACK AWAY WATERPROOF PARKA in NAVY SPOT ($79.95)
Part of the Right as Rain collection, the Golightly printed parka “pack away” is ideal for stashing in a bag when there are rain clouds looming on the horizon. The PU coating and taped seams again ensure a 100% waterproof garment—perfect for unpredictable El Niño weather.
This San Diego winter season, we’re never too far away from a rain cloud or three. Be prepared with 100% waterproof rainwear that never sacrifices style. For those inevitable showers, the Right as Rain collection of raincoats and accessories makes a heroic comeback following a largely successful AW15 season. Key pieces in the range include the Golightly pack–away waterproof parka in subtle navy spot or the Raina waterproof parka in the lovely marine navy floral print. Throw in a poncho for a festival or for protection against the elements while traversing soaked city streets. Whatever your preference, the Right as Rain collection is the ideal way to step into the Joules brand and stay one step ahead of the weather.
INSIDE INTERVIEW: JOULES’ INTERNATIONAL MARKETING DIRECTOR, TASHA SKUPINSKI
How does the US retail market differ from the British retail market?
The US market doesn’t differ too greatly. However, we have made a few small changes. Seasonality in the US affected when we deliver certain products (e.g. in the UK, high summer product doesn’t need to land in stores until May, whereas in the US it can arrive no later than April). We have also introduced black into our collections since entering the US market, a color that we had never previously used.
What items do you believe will be the most popular in the U.S.?
We found immediate success in the US with our rain boots and following on from this, our matching rain coats and rain accessories.
How does Joules differ from other retailers of the same genre?
Our unique selling points are definitely the color and print used on our product, all of which are designed uniquely in– house and are very carefully considered. Quality is also key and every product includes special features to surprise and delight our customers, such as a contrast trim, buttoning or lining.