17 Nov 2016

Joules, the premium British lifestyle brand has won the Mainstream Brand of the Year Award at the 2016 Drapers Awards.

The brand fought off strong competition from other well-known fashion retailers including Barbour, Hugo Boss and Ted Baker to take home the prestigious accolade. 

Colin Porter, CEO of Joules said: “The Drapers Awards are a real stamp of approval from the fashion industry, so we’re thrilled to have won, especially in such a competitive category. The award is a testament to the commitment and hard work of all Joules employees, both those at head office and in our stores around the country.”

Keely Stocker, Editor at Drapers said: “Now in its 26th year, the Drapers Awards recognise the top performing and most innovative businesses in the fashion sector alongside the people that work in them, pushing boundaries and achieving greatness. It’s a time to remember and celebrate what makes this industry great.” 

The Drapers Awards recognize the impressive achievements of the very best in the fashion industry. The winners were announced in the company of the industry’s finest retailers and brands at a glittering awards ceremony at Old Billingsgate on 17th November 2016. 



For further information
Lucy Wollam, Emily Jones or Nelly Akpaka at Hudson Sandler 
020 7796 4133


Joules - ‘A contemporary British lifestyle brand’
Born in the British countryside and crafted with true British style and eccentricity, Joules designs upbeat, colourful clothing for all who love the outdoors and live life to the full. 
Established by Tom Joule in Market Harborough in 1989, Joules was born after Tom’s entrepreneurial spirit led him to identify an opportunity for practical yet stylish high-quality products which reflect the character and colourful personalities of those who love the outdoors. Being a true multi-channel lifestyle brand, Joules’ carefully designed collections spanning womenswear, menswear, childrenswear, homewares, toiletries and eyewear are distributed across retail stores, online, catalogue mail order, wholesale and licensing channels. Since its inception in 1989 Joules has remained true to its bold British heritage, whilst evolving to remain in tune with what customers want today. An unrivalled attention to detail and the thinking to provide something different where it’s least expected remain at the heart of everything Joules creates.


Joules fast facts
  • Joules is an international brand, available in the USA, Germany and France as well as travel destination stores like St Pancras and Stanstead 
  • Joules beginnings saw Tom Joule spot a gap in the market; having noticed his customers’ penchant for colour he bought 100 pairs of pink wellies – with nothing else like it on the market they sold out instantly and since then, Joules has sold more than 1.4 million pairs! 
  • Colin Porter took the reins as CEO in September 2015, with Tom focusing on creative control
  • Joules’ talented in-house design team lovingly crafts all of the prints you’ll see within its collections
  • The brand is a true multi-channel retailer, having traded across five channels over the past ten years
  • Bursting with eccentricity, Joules is proud of its British heritage and still has strong roots in Market Harborough, the site of its first shop and headquarters
  • Joules has recently won the Drapers Best Mainstream Brand Award 2016