Joules Clothing, Our Roots are muddy! We started in 1980 at county shows selling country clothes. So outdoor living and British traditions are double stitched into the Joules brand. In 1999 we started the Joules own brand, and the pitter patter of our kids range arrived in Spring 2005, these days known as Little Joules. We design with passion, to delight each member of the family with details they'll love. Heritage and quality are what makes us tick, and if you're looking for the tock, that'll be our quirky sense of humor.