Joules was started in 1989 by Tom Joule, who began selling clothing at a rural agricultural show and set out to update British country classics for a wider audience. The brand grew into a full womenswear, menswear, and homeware range built around bold prints and preppy separates, alongside its Right As Rain waterproof outerwear collection, and it keeps a retail presence at equestrian events and country shows. Tom Joule leads the company today alongside his wife, Creative Director Alice Joule.