INTERVIEW In conversation with…
JOE BROWNS
Customers are after garments that last and are versatile in where and how they can where it. That is where Joe Browns’ 28 years of consistency and experience come in, providing garments that their customers can enjoy wearing for years to come. Footwear & Fashion Today spoke with Will Brown about what’s new for the brand, and got a little sneak peek at what they’re bringing to the Footwear & Fashion Live show in August!
T
he roots of the Joe Browns brand started over 25 years ago – born from the idea of freedom, spontaneity, fun and no rules. The family-run business was originally a mail order business for
menswear, but the brand soon opened up to womenswear garments in the early 2000s and then homewares later on. Will Brown is the Head of Partnerships for Joe Browns and tells
Footwear & Fashion Today that 2026 has been “one of the biggest years” in the brand’s recent history... While including size ranges up to a size 24 in womenswear, the brand has
also developed its petite range as Mr Brown adds that “one size fits all” has never been its philosophy, and that the brand would rather adapt than force people to compromise.
Q&A
Q: Tell us more about Joe Browns and how the brand came to be? Will Brown: The whole thing started back in 1998 quite literally with a beer on a beach! Our Founder, Simon Brown, was in a beachside pub when his attention was drawn to a group of friends, fresh out of the sea, laughing, joking and totally carefree; he thought ‘if I could bottle that energy and that fun – that would be the most incredible foundation for a brand’ – long story short, that’s how Joe Browns came to be! We’ve adapted and changed the business
over the years, but what’s never changed is the instinct that got us started: clothes should make you feel good! We don’t claim to be trend-
24 • FOOTWEAR & FASHION TODAY • AUGUST 2026
setters – that’s not really our bag – what we do is create garments that never fail to evoke positive compliments, and it’s usually the small details and finishing touches that people notice first. Nearly three decades on, we’re still a family- run business, we still design with personality first, and we’ve still got that same spirit and same energy, just a lot more people wearing it now.
Q: What’s new for the brand right now? WB: 2026 has been one of the biggest years in our recent history, and the headline is size inclusivity. We’ve extended our womenswear offer up to a UK size 24, a genuinely significant step for us, not a token gesture, and the reaction from customers has been brilliant. Alongside that, we’ve grown our petite range,
because ‘one size fits all’ has never been our philosophy – we’d rather create more options
than force people to compromise. And through all of that expansion, the non-negotiable has stayed the same: remarkable design at a price that feels fair. Growing the size range without increasing the price tag or diluting the detail that people have come to expect from us, has been both a challenge and an achievement we’re proud of in 2026.
Q: Tell us about your core product ranges and some of your newer collections? WB: Dresses are the backbone of our collection. They are undoubtedly the category that our customers reach for 365 days a year; an easy-to- wear printed midi you can throw on with pumps for the school run or a lunch date, or dress up with boots and a leather jacket for evening plans, right through to our occasion dresses for something truly remarkable.
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