Joseph

Joseph is a British designer label founded by Joseph Ettedgui, known for knitwear, tailoring and clothes built to be worn for years. Its St John's Wood store opened in 2024 at 35 St John's Wood High Street, the brand's sixth stand-alone shop in London alongside Marylebone High Street, Brook Street, Brompton Cross, Duke of York Square and Regent Street.

The 710 square foot shop was designed to feel warm rather than formal. It has plaster walls, painted brick, a natural clay tiled floor inspired by the cobbled streets of Paris and an oak library-style wall that holds the collection. The counter is black oak with a green marble top.

Inside you will find the women's ready-to-wear collection, the Foundations range of everyday pieces and a selection of shoes and accessories. Expect fine knits, trousers and coats in a mostly neutral palette, with good fit at the centre of everything.

The team can help with sizing and putting outfits together, and pieces not in stock can be ordered.

Joseph sits in the middle of the High Street's fashion run, next door to ba&sh. Check the Joseph website for current opening hours before you visit.