JOSEPH & ALEXANDER LOOKBOOK

2 w w w. j o s e p h a n d a l e x a n d e r. c o m

Joseph and Alexander creates distinctive apparel 3for the modern child who is trendy, active, andquizzical about the world around them.

ABOUT US 06 FASHION WITH A CONCIENCE 08 J&A X PLASTIC OCEANS UK 104 UNORTHODOX DESIGN 12 INSIDE AFFORDABLE LUXURY 14 TRUNKS 16 LOAFERS 28 POLOS 32 KEEP IN TOUCH 36

5

6

ABOUT US 7Joseph and Alexander was inspired by two quizzicalbrothers who were intrigued by the world and wereconstantly asking questions about what they saw.Keen to encourage their curiosity and inspire a loveof learning, the hunt was on to find fashionableclothing that did more than look good; it seemed animpossible task. The lack of quality items that actedas conversation openers led to the creation of Josephand Alexander. As a result, we do children’s fashionclothing differently. We’ve made it our mission tocreate quirky, fashionable, affordable and transitionalshorts that can be worn from the city to the beach.Our shorts and other pieces tell a storythat children can be a part of, whetherit ignites a story in their imagination ormotivates them to seek more informationon an interesting topic.

8

FASHIONWITH ACONCIENCECritical world issues and taking action both 9form a core part of our business. We operate ina conscious manner, using eco-friendly ink tominimise our impact on the environment, alongwith recycled fabric made from plastic bottlesfor our Plastic Oceans range. We have launchedthe collection to raise awareness of plasticand its negative impact on the environment.We know just how lively children can be, that’swhy our products are affordable, durable, andmade from quality materials. They’re crafted toprovide the ultimate protection too, boastinga UPF 45+. With every purchase you receive a re-usable cotton twill bag.

Plastic Oceans Foundation was created J&A x PLASTIC OCEANS UK in 2009 by Jo Ruxton and Sonjia Norman. As the first plastic pollution charity in the UK, Plastic Oceans UK’s mission is to raise awareness of plastic pollution as a call to action to protect our beautiful and vulnerable oceans. Working for five years on the first BBC Blue Planet series, Jo saw first-hand the growing impact of ocean plastic. The Foundation embarked on an ambitious project to create the definitive10 feature-length film with the world’s leading scientists and conservationists, to reach as many people as possible. That ambition was realised with the release of A Plastic Ocean in 2017, to international acclaim and awards.

11With over 300 million tonnes of plastic produced globallyeach year, 8 million tonnes are reaching our oceans. Westill have a great deal to do. Plastic is an important materialin our lives, but it doesn’t belong in our precious oceans.In support of this awesome foundation, Joseph & Alexanderhave created two designs highlighting plastic and theeffect it has on the ocean. Not only do these pieces tella story, but they are made from plastic bottles that have been recycled into fabric!Joseph & Alexander will donate 10% of annual profits to support Plastic Oceans Foundation.

UNORDOTHOX DESIGN The unique appeal of Joseph and Alexander starts with the design. Our goal is to make children’s clothing that really has something to say. In every piece, you’ll find a talking point or story, encouraging educational conversation.12 Our designs are perfect for inspiring the imagination and curiosity that should be nurtured in children. From our impact on the ocean environment to the thriving metropolitan cities of London and New York, our shorts provide talking points on world topics. Our designs are developed uniquely too. Going from paper to print, we work with arange of underground designers. The result is an eclectic mix of modern styles to suit all tastes.

The unorthodoxdesign of Josephand Alexandergives wearers achance to show offtheir individualitywhenever they hitthe beach, pool,restaurant or the city. 13

14 We pride ourselves on being a fashion-forward brand that makes being trendy effortless. Our collection will take kids from day to night, perfect for children who love to be active and busy. The combination of contemporary designs with quality means you can rest assured that our trunks, polo shirts, and loafers will always look great.

AFFORDABLELUXURY 15

16

TheTRUNKS 17 • Unique artist sketch design • Exclusive recycled plastic transformed into fabric for Plastic Ocean range • Soft feel lightweight material • Soft Mesh Lining • Personalised J&A cord • UPF 45+ • Quick dry • Fade proof to maintain at least 90% of its original colour for a min 12 months • Affordable • Good sizing to last 1-2 years

Inspiration: For kids who love the sea and marine life, our Trapped shorts will inspire a whole world of conversation. In bold blue, the shorts are fashionable, on-trend, and feature a design that will catch the eye and draw attention for all the right reasons. The animal drawings combined with the net-like background are perfect for starting discussions on the way marine life is affected by human activities and plastic pollution. TRAPPED18 Did you know? 44% of all seabird species, 22% of cetaceans, all sea turtles and a growing list of fish species have been documented with plastic in or around their bodies; as a result 1 million sea birds and 100,000 marine mammals are killed annually as a result of plastic in our oceans.

Did you know? The Empire State Building has its own post code, and Big Ben is actually the name of the bell installed in The Clock Tower. 19LONDONvs NEW YORK Inspiration: This abstract design is ideal for kids who love a fast-paced lifestyle. Combining the amazing landmarks of both London and New York, these shorts are guaranteed to look trendy, offering up plenty to talk about, whether it’s what the drawing depicts or why both cities are so famous. With just a splash of colour, these shorts will take your boy from cool, casual daywear to the evening with no hassle at all.

Inspiration: Add some vibrant colour to your child’s wardrobe with our Superyacht shorts. The fun design is perfectly suited to kids who have a fascination with the luxury ships. Whether they’re found in the Cayman Islands or the British Virgin Islands, there’s no denying that the super-sized yachts are awe-inspiring. Did you know? Superyachts typically have no real home port as such, although a yacht must be registered in a port of its flag states. The co-founder of Microsoft has his own Superyacht with two submarines, which found a WWII wreckage aof a Japanese battleship, which sank around 1944.20 SUPERYACHTS

If your family is a fan of skiing and the lifestylethat goes with it, our Verbier-inspired shortsare ideal. Attracting celebrities from the world,Verbier is a Mecca for nightlife, and our colourfulshorts are sure to brighten up the day of anychild wearing them. Depicting skiers zoomingdown the high slopes, they’ll capture theimagination of kids that have a need for speed. VERBIER 21Did you know?The Verbier ski domain ranges from 1500m (VerbierVillage) up to 3330m (Mont Fort) and has the largestski area in Switzerland with slopes to suit all abilities.

Did you know?22 In ancient Greece and Rome, men swam for exercise and to train as warriors. They also went to the public baths. Usually, they wore nothing at all. But sometimes they would put on loose-fitting gowns called togas.

23

PLANTING A SEED Inspiration: The destruction of forests around the world is an important topic to engage in, and one that our Planting a Seed shorts aims to inspire. From sparking a desire to learn more about rainforests, to starting a discussion on the impact our actions24 can have, we hope our shorts have a positive influence. While the message is important, we’ve not compromised on style. Your little ones will still look effortlessly fashionable, and are sure to love the design filled with exotic animals. Did you know? By the year 2030 we may only have 10% of our forests left. Did you know that 25 percent of the active ingredients in cancer drugs are found only in the Amazon?

Did you know?MI6 was originally establishedas a bureau of the SecretService (Secret Service Bureau)in 1909 and its existence wasnot fully revealed until 1994. OCTOPUS SECRET SERVICE 25 Inspiration: Embrace a sea adventure and the intrigue of the Bureau of the Secret Service, with these shorts that offer a modern, colourful take on James Bond’s Octopussy mission. Children will adore the story behind the shorts, and will no doubt be keen to discover even more about both Bond and the mysterious MI6.

Did you know? 26 The Kiwa Hirsuta was first observed in March 2005 by marine biologist using the research submarine “Alvin” to explore hydrothermal vents along the Pacific Antarctic ridge. Because of its hairy legs, this animal was nicknamed the “Yeti crab” after the fabled Yeti. THE YETI & S TA R F I S H26 The quintessential starfish design to any swim short, paired with what actually is a real sea creature named “Kiwa Hirsuta”. However, its obvious nickname is “Yeti”. In bright summer colours these shorts will take you from beach to bar…with Mum and Dad of course!

27Did you know?Elephants can swim up to 20 miles a dayusing their trunks to breathe through.

28

TheLOAFERS 29 • Handcrafted • Designer • Affordable • Velvet • Smart / Casual look

Did you know? Loafers like to loaf- “relax & lounge...” The shoe got its name because it’s easily slipped on, without the work of laces and knots.30 BLEU MARINE

NOIR 31Designed with a choice of either soft black velvet ordark navy blue velvet with upper in quilted cushionedsatin. Handcrafted for the young child, these gorgeousloafers will certainly be a talking point, boasting asmart/casual look. Designed with soft black velvetuppers in quilted navy blue cushioned satin, andfinished with J&A signature midnight blue outer sole.Each pair comes with a velvet J&A drawstring shoe bag.

32

The 33POLO • Highest pique cotton • No button easy to wear • Breathable • Fashionable design • Affordable • Smart / Casual look

Crafted from pique cotton, our polo is a classic yet stylish piece that children can wear with everything they own. Our pique fabric is woven from the finest pima cotton; it is not only luxuriously soft to the touch, but also strong and long lasting. Our polo features a relaxed V-Neck, flat collar and cuffs, a matching coloured seam ribbon over the neck and a white side edge ribbon. NICHOLAS ST TROPEZ34 CONOR BOND BLUE

JACK JET BLACK 35CHARLIE GENTLEMAN WHITEDid you know?The clue is usually in the name, right?Well not this time. If you think poloshirts originated from the game of polo,you’re mistaken. In fact, the polo shirtwas invented by a famous tennis player.

36

KEEP IN TOUCHE-MAIL: [email protected]:[email protected] US:@josephandalexanderstyleCALLS:+65 9476 4996

38

39#josephandalexanderstyle

w w w. j o s e p h a n d a l e x a n d e r. c o m40