Founded in 1966 by Casablanca-born entrepreneur Joseph Ettedgui, Joseph began as a small shop attached to a salon dedicated to the appreciation of luxury fashion. The birth of its own brand in 1983 allowed Joseph to provide customers with luxury classics he so loved, starting with the completion of the women's wardrobe. Today, Joseph is synonymous to "definitive," carrying the practice of defining style as it comes about, and crafting the necessary pieces for the modern customer.