Forever Weather Optimists — A Trip to Cornwall with our Print Team

It’s hard not to fall in love with Cornwall. For some of our design team it evokes a flood of childhood memories of summers spent beside the seaside. For others it awakens more recent recollections of holidays spent with family and friends. And for a few of us, it was the first time we had ever been.

We travelled to the far south-west of Britain in search of dramatic coastlines, captivating fishing harbours, spectacular beaches and, most importantly, inspiration for our SS20 collection. As you may well imagine, we weren’t disappointed.

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What captured our imaginations?

Traditional Cornish fishing villages are a visual feast. Whitewashed cottages, waving flags and old, gnarled ropes all served as inspiration for all our collections. The colours of old fishing boats, buoys bobbing in the deep blue sea and moody grey skies all made their way into our sketchbooks and then our colour palette.

Nobody is more at home at the seaside than a dog, and we had the pleasure of meeting many on our travels that served as a muse for our designer Dan Matthews. He said:

“It is always a pleasure to capture the playfulness, warmth and adorableness of dogs and we’re excited about the way Joules weaves them into our clothes and other products. It’s also amusing how many look like their owners!”

For our new floral prints, we took inspiration from the Lost Gardens of Heligan, a sleeping beauty, veiled in bramble and ivy. Spring rhododendrons with towering crescendos of full vibrant flowers, set against moody greens and lagoon blues created a breath-taking spectacle that we had to capture within this colour palette. Hours were spent drawing and taking pictures of the setting to fuel creative work back at the design studio.

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Inspired by Seaside Classics

We are fascinated by the story of how the ocean and the world of clothing have complemented each other, the influence the sea has had on clothing cannot be overstated. Everything from peacoats to yacht club blazers were born in the glorious waves before crashing into the consciousness of style-loving landlubbers.

The origins of the humble Breton top can be traced back to the 1850s, when the navy and white striped knitted shirt was introduced as uniform for all French seamen in Brittany.

Seafaring uniforms and workwear can now be seen in casual wardrobes throughout the world. Our iconic striped Harbour jersey top, as well as our much-loved Right As Rain Collection, is a perfect example of this phenomenon.

If you identify as a ‘forever weather optimist’ like us, you’ll find all of this all-weather inspiration in our latest collections, online and in store now.


  • Jasmine Schwalm

    14.01.2020 at 18:02 Reply

    Love that the company get inspiration from the seaside and natural resources. #favoritebrand

  • Deborah

    19.01.2020 at 15:30 Reply

    I took lots of good images too, to use in my was inspirational for me too..

  • Sarah Brooks

    21.01.2020 at 18:26 Reply

    Love Cornwall ?
    Best place for inspiration
    I have a holiday let down there called Sea Glass
    Always enjoy it what ever the weather it’s just the best place ever. X

  • Alice Meijer

    28.01.2020 at 10:24 Reply

    I ? Cornwall. St. Mawes is a real family favourite & full of fond memories

  • Sally anne Hansford

    14.08.2020 at 06:35 Reply

    Cornwall has been a massive part of my life for 48 years i went to school there, my parents still live there ,but was most shocked to find a massive land mark missing from the few great attractions shown on the map LANDS END !!!!! Wheres lands end ?? I know they cant put them all on there but its the last part of cornwall,the first & last point of England!! But still i love love Joules but bit disappointed

  • Sue Coulson

    14.08.2020 at 17:33 Reply

    Great place for innovation from sea sky rocks and moorland.

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