Following in his Father’s footsteps, Tom Joules began selling clobber at country equestrian and other outdoor events across Great Britain more than three decades ago. One typically rainy afternoon, Tom realized that the clothing on offer really didn’t reflect customer’s personalities, country folk are colourful people but their clothing used to be quite the opposite.

So Tom designed 100 bright pink wellies. They sold like hotcakes, Joules was born.

Today they are still as crazy about colour, dotty about detail and as passionate about prints as they were 30 years ago. And because they keep looking to the countryside for all of its eccentricities to inspire them, they always will be.

The countryside got brighter in March 2014 when Joules eyewear launched to much farmyard fanfare.