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Joules is a label with all of the eccentricities of the great British countryside at its core. It began life when Tom Joule started selling country and equestrian wear at outdoor events across the UK and the success has built from there. Upon the realisation that the available clothes did not represent the customers' personalities, Tom designed and introduced a range of brightly coloured, exceptionally detailed and inspired products that better suited the characters of those that live in the rural settlements. Today the Joules fashion collection remains inspired by these eclectic and eccentric roots and supplies a fantastic range of pieces such as coats, jackets, wellies and boots which add a little colour to the countryside chic.