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The Joules story began 30 years ago, in 1989 when Tom Joule started selling clothing on a stand at a country show in Leicestershire.

Tom would constantly brave the elements in pursuit of delivering traditional clothing with a twist. The early days, facing driving rain and howling winds have made us experts in outwitting the weather and have made sure an adventurous spirit is woven throughout everything we create.

Although we started in the countryside, we are as at home by the sea as we are in a muddy field. Watergate Bay is a perfect partnership for us as we share the same values. We both have an ethos of finding balance in life, being active, spoiling yourself a little and getting outdoors – whatever the weather. Keep an eye out for our team in the hotel and The Beach Hut wearing the latest season’s latest collection.

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Inspired by country heritage, Joules clothing range is all about brilliant British style.