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The Joules story began in 1989, when Tom Joule, son of a retailer, pitched up at a rural show. It was probably raining. Tom had a deep understanding of our customers' lifestyles and a vision to redefine British classics with a dedication to quality and detail. Before long, Tom Joule was synonymous with effortless, British style. With founder Tom Joule taking the reins, today Tom Joule is reimagining all it pioneered more than three and a half decades ago. We continue to reinvent the art of well-dressed time off. Discover everything from new classics to best-loved styles, such as our Tom Joule rubber boots and Tom Joule rain jackets.