Designer Joseph Ettedgui founded his London ladies and gents fashion label in 1983. He believed that his job as a designer was not to make people look fashionably styled, but to create clothes that are comfortable to wear. The androgynous style of Ettedgui’s cuts turn particularly women into devotees of his designs. Chic, neutral shapes dominate all of his fashion lines. Joseph Ettedgui has won the British Fashion Award a total of six times in different categories. Since the sale of the company and Joseph’s death, Alain Senge and Louise Trotter, the former JIGSAW designer, have given the label a contemporary look which retains Joseph’s style-defining elements: clean and cool.