Joseph Ettedgui was born in Morocco on February 22 1936, the son of a shopkeeper who had the ambitions for his son to become a doctor or a solicitor.
In 1960 Joseph and his brother Maurice arrived in London from Casablanca, with the dream to become hairdressers. In 1962 the brothers opened a hairdressing salon in the King’s Road, being joined two years later by their other brother, Franklin. At this time he was already intensely interested in fashion, and began to display a few choice items from designers he admired, such as Kenzo, Emmanuelle Khanh, and Jean-Charles de Castelbajac, alongside the hairdryers. Then, in the 1970s, he opened his first shop, in Sloane Street, Knightsbridge.
He had no background in fashion, but he did have a good eye and a knack for retailing. He also believed in giving women what they wanted – in the King's Road salon he had made a particular point of identifying this.
Ettedgui's own Joseph lines, which slowly gained in popularity, have always complemented the other labels he sells. They provide classic garments to be mixed with other designer wear, or constitute carefully designed and coordinated outfits themselves. Joseph pour la Ville provides smart suiting and witty, easy to wear casuals. Alongside the bright, bold, striped trouser suits with shiny gilt buttons he produced in 1989 were more relaxed and feminine sheer georgette skirts and multicolored waistcoats, the subtle shades of which added a twist to the more pervasive dark hues. His ranges always contain clothes for every occasion, directed at the sophisticated metropolitan. The silhouette is usually well defined, to enhance the wearer with its simple chic.