About Us

In 1989, Tom Joule spotted a gap in the market when working on his clothing stand at a country show in Leicestershire. It was probably raining. Tom knew his customers well and saw that the clothing on offer to them was very practical but also rather dull. There was a huge difference between functional clothing worn by those living in the countryside and the inspiring styles that could be seen in cities. So, Tom set about reinventing traditional British clothing by adding twists to classic pieces through the addition of pops of colour, prints and hidden details, all with an unrivalled focus on quality.

However, in 2001 the Foot and Mouth outbreak struck, and every country show and event was cancelled, leaving Tom with lots of stock and nowhere to sell it. But bursting with an entrepreneurial spirit Tom and his small team loaded up their cars and drove around British villages and coastal towns, persuading clothing shops to buy and sell the items. This unpredicted business venture was more successful than Tom could’ve ever wished for. The clothing sold like hotcakes and a new wholesale customer base was left hungry for more.

The following year, at country and equestrian shows, to keep up with growing demand and reach more people, Tom encouraged his team to start collecting customer names and addresses. He gave them 50p for each name collected and this led to the start of the mail order side of the business.

Soon after, several stores were opened, and a website followed. And the rest (as everyone says) is history.