Joules

Joules is a clothing company positioning itself at the heart of a very traditional aspect of British life: its rural heritage. Launched at a number of County Shows, among livestock competitions and fertiliser stands, the products were pitched at country folk: horse-riders, dog-breeders, farmers and their wives.

It's as good a place as any to find your niche. And now it seems the company has decided to expand. I, along with thousands of other urbanites, found a Joules leaflet inside my Sunday paper last week, and had my eyes opened to this appealing vision of a Britain where children dress nicely for tea and perhaps enjoy a round of croquet of a sunny afternoon. Joules seem to have a particular penchant for wrapping little girls, like parcels, in bands of ribbon: for a special occasion I have to agree that this is a very sweet look.

Like so many of these rarefied brands though, Joules offers special clothing that costs that little bit more, while being that bit less practical for everyday usage. Thus, I'm forced to conclude: for weddings, christenings, and those rare occasions when you get invited to the Henley Regatta or an Eton garden party, Joules is your best bet.