If you're a fan of quintessentially British style, you’ve probably got a few favorites from Joules in your wardrobe. The brand is a master of blending countryside charm with practical, everyday pieces, renowned for its cheerful prints, cozy knitwear, and, of course, those iconic wellies.
For those who love Joules' signature blend of classic British style and playful fun but are looking to discover some new shops, you're in the right place. Here are 19 brands that capture a similar spirit, whether you're after outdoor-ready gear or classic, colorful wardrobe staples.
Think of White Stuff as Joules’ slightly more bohemian, eco-conscious sister. This British brand delivers casual, comfortable clothing with a serious love for playful prints and sustainable fabrics. You’ll find everything from easy-to-wear dresses and colorful knitwear to quirky accessories.
While Joules sticks to a classic country aesthetic, White Stuff mixes in a bit of a boho vibe. If you want that same comfortable, practical feel but with a unique, artistic touch, White Stuff is a perfect match. Their prices are comparable, focusing on quality pieces designed to last. Shop now at whitestuff.com
Fat Face is all about laid-back, durable clothing built for an active, outdoorsy life. Their collections excel in comfortable layers, solid jackets, and practical accessories that are just as suited for a coastal walk as a relaxed weekend at home.
Like Joules, Fat Face has the British outdoor lifestyle at its core, but it leans more toward functional, sportswear-inspired designs and earthier tones rather than bright, whimsical prints. It’s the brand you turn to for reliable, well-made gear that doesn’t compromise on style. Shop now at fatface.com
An icon of British country style, Barbour is famous for its timeless waxed jackets and heritage outerwear. Their pieces are designed to last a lifetime, blending rugged practicality with a sophisticated, classic aesthetic. When you think of walking through the British countryside, a Barbour jacket often comes to mind.
While Joules brings the fun with color and prints, Barbour represents the more traditional, rugged side of country living. It’s an investment in quality craftsmanship, perfect for those who want timeless pieces that are deeply rooted in British heritage. Shop now at barbour.com
Inspired by the Cornish coast, Sea Salt is known for its beautiful, easy-to-wear clothing made from natural fabrics like linen and cotton. Their collections are filled with breezy dresses, soft knits, and artist-designed prints that evoke a relaxed, seaside feel.
Sea Salt shares Joules' love for patterns and practicality, but offers a more understated and coastal aesthetic. Their styles are perfect for those who want comfortable, artistic pieces with a simple, elegant vibe that works just as well in the city as it does by the sea. Shop now at seasalt.com
For a more polished and sophisticated take on British style, Hobbs is an excellent choice. The brand creates beautifully tailored pieces, elegant dresses, and smart separates that are perfect for everything from the office to a weekend event.
While Joules is your go-to for casual countryside fun, Hobbs elevates that British charm for a more refined look. If you love the quality of Joules but need something a little more dressed-up or timelessly classic, Hobbs delivers with beautifully made wardrobe staples. Shop now at hobbs.co.uk
Though it’s an American brand, Orvis shares a deep appreciation for the outdoor lifestyle and classic, high-quality apparel. With roots in fly-fishing, their clothing range includes rugged outerwear, practical layers, and heritage-inspired casualwear designed for adventure.
Orvis is similar to Joules in its focus on durability and outdoor activities but has a more utilitarian, heritage-American feel. It’s perfect for those who are drawn to traditional styling and practical gear that's built for purpose. Shop now at orvis.com
A true American classic, L.L.Bean is another excellent choice for practical, outdoors-inspired clothing. Famous for its boots, flannels, and durable outerwear, L.L.Bean creates functional pieces that are designed to stand the test of time, perfect for camping trips, country walks, or just staying cozy.
Compared to Joules’ playful British aesthetic, L.L.Bean is more straightforward and function-focused. It's the ideal brand if you prioritize timeless design and unbeatable durability over trendy patterns and colors. Shop now at llbean.com
Pendleton is renowned for its high-quality woolen clothing and iconic blankets, often featuring patterns inspired by Native American designs and American heritage. Their range of cozy knitwear, classic shirts, and statement outerwear offers a rustic, timeless aesthetic.
While Joules is steeped in British countryside charm, Pendleton brings a distinctively American heritage vibe. If you love the idea of classic, cozy pieces rooted in tradition but are drawn to rich, geometric patterns, Pendleton’s unique designs are a great alternative. Shop now at pendletonusa.com
A staple on the British high street, Marks & Spencer is a go-to for affordable, quality clothing that blends style with practicality. Their collections cover everything from casual separates and reliable knitwear to outdoor-ready pieces, always with a classic British sensibility.
M&S offers a similar versatile and family-friendly approach as Joules but at a generally more accessible price point. It’s a fantastic option for building a wardrobe full of reliable British staples without breaking the bank. Shop now at marksandspencer.com
If it's the color and playful prints of Joules that you love most, then you absolutely must check out Boden. This British brand is famous for its confident use of vibrant hues, cheerful patterns, and classic-with-a-twist designs that are full of joy and personality.
Boden shares Joules’ family-friendly vibe and love for fun but often takes it a step further with even bolder patterns and more statement silhouettes. It’s perfect for anyone looking to inject a serious dose of color and optimism into their everyday style. Shop now at boden.co.uk
Lands' End excels in creating practical, comfortable, and durable casualwear. With a classic American preppy style, their range includes everything from cozy sweaters and practical outerwear to swimwear and everyday basics you'll wear again and again.
Like Joules, this brand is committed to quality and comfort. However, the aesthetic at Lands' End is more subdued and traditional, appealing to those who prefer timeless, versatile pieces for family outings and everyday dressing. Shop now at landsend.com
Known for its chic and minimalist aesthetic, The White Company focuses on impeccable quality and understated sophistication, primarily in shades of white, cream, and grey. Their collections feature luxurious loungewear, soft knitwear, and elegant homewares.
The White Company is essentially the stylistic opposite of Joules’ colorful world. However, if you're drawn to the classic, quality side of British style but prefer a neutral palette, it's the perfect destination for building a calm, refined, and incredibly comfortable wardrobe. Shop now at thewhitecompany.com
Pringle of Scotland is a luxury heritage brand specializing in exquisite knitwear, especially cashmere. With deep roots in Scottish tradition, they offer refined sweaters, cardigans, and outerwear with a focus on modern silhouettes and premium materials.
Bridging the gap between heritage and high fashion, Pringle sits at a much higher price point than Joules. But if you're looking to invest in a piece of timeless British knitwear that exudes sophistication, this is the brand to explore. Shop now at pringle.com
Jigsaw creates beautiful and enduring clothing for the modern wardrobe. Their style is contemporary yet timeless, with a focus on high-quality fabrics, unique prints, and designing stylish clothes that last. It's a brand that embodies an elegant but relaxed British aesthetic.
Where Joules is playful and rural, Jigsaw is more elegant and urban. It’s an ideal choice if you appreciate Joules’ commitment to quality but are looking for more minimalist, polished pieces that feel effortlessly chic. Shop now at jigsaw-online.com
Mainly focused on menswear, Moss Bros is a household name in British tailoring and formalwear. However, they also offer a great range of smart-casual pieces like chinos, knits, and coats that capture a classic, polished British style.
While Joules caters to casual, countryside living, Moss Bros is the go-to for more formal occasions or for crafting a sharp, traditionally British smart-casual look. For men who appreciate quality and heritage, it's a solid wardrobe go-to. Shop now at moss.co.uk
New Look is a high-street powerhouse offering trendy, affordable fashion. Their wide range of clothing is always up-to-date with the latest styles, from casual day dresses and jeans to fun outerwear and accessories.
This brand is much more trend-driven and budget-friendly than Joules. While it doesn't share the classic countryside focus, it often features playful prints and easy-to-wear casual styles that capture a fun, youthful take on British fashion. Shop now at newlook.com
Creenstone is a confident and contemporary outerwear brand that blends classic European style with incredible functionality. Known for their flattering silhouettes, innovative fabrics, and thoughtful details, their coats and jackets are designed to protect you from the elements in style.
While Joules’ outerwear is charming and rustic, Creenstone offers a sleeker, more city-ready alternative. If you want a weatherproof jacket that feels powerful, elegant, and sophisticated, Creenstone is a name to know. Shop now at creenstone.com
Gant began as an American sportswear brand but has evolved to blend that classic preppy heritage with a sophisticated European touch. Their collections are full of sharp chinos, timeless cable-knit sweaters, and perfect polos.
The vibe at Gant is less about the British countryside and more about a polished, preppy weekend look with a hint of nautical style. It’s a fantastic alternative if you love classic, high-quality casualwear that always looks smart and put-together. Shop now at gant.com
This special collaboration with The White Company encapsulates elevated British simplicity. The collection features sophisticated, minimalist wardrobe essentials crafted from high-quality, natural fabrics, all in a beautiful, understated neutral color story.
If you're drawn to the most refined and classic pieces in a Joules collection, this line offers a hyper-focused take on that aesthetic. It’s all about clean lines, luxurious comfort, and timeless elegance - perfect for creating a capsule wardrobe. Shop now at thewhitecompany.com
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