FASHION & ACCESSORIES
JOSH.
Josh Birch Jones is one of fashion’s brightest young stars, redefining couture and ready-to-wear. At just 19, he has already spent 15 years honing his craft, making history as the youngest designer invited to the British Fashion Council. Rejecting offers from elite fashion schools – including Parsons New York – he forged his own path, launching Josh. in 2017. Josh’s journey began at four, inspired by his mother’s modelling career and vintage fashion treasures. By 11, he had built his own studio, enlisting seamstresses and tailors to bring his designs to life. At 12, he became the youngest designer to showcase at London Fashion Week, followed by his first international show and a growing list of industry accolades. With seven LFW runway shows, he has dressed icons like Vanessa Williams, Lady Amelia and Lady Eliza Spencer, Marie Helvin, and Laura Whitmore. His designs champion female empowerment, joy, and self-expression, blending timeless glamour with modern functionality. Committed to British craftsmanship, he sources fabrics from the UK, Italy, and France. Now, with sights set on the Middle East and U.S., Josh Birch Jones is taking his brand global – proving that instinct, passion, and bold vision define the future of fashion.
SUSTAINABILITY PURPOSE
Josh. joins the Positive Luxury community with a drive to evolve sustainability within the brand as it transitions into retail. As a young, independent luxury house, Josh. recognises the need for responsible growth, ethical sourcing, and circular fashion practices. Through the accelerator programme, the brand seeks to refine its approach – learning from industry leaders to implement sustainability strategies that align with its values of timeless elegance and craftsmanship. By engaging with Positive Luxury, Josh. aims to develop a long-term framework for responsible luxury, exploring innovations in sustainable materials, ethical production, and reducing environmental impact. This journey marks a pivotal step in developing an ethical supply chain, minimising waste, and ensuring that as Josh. expands, it upholds both luxury and sustainability at its core – creating fashion that is not only beautiful but also mindful of its impact on the world.
Established
2016
Headquarters
London
Employees
1-10
Website
Distribution
UK, EU, Worldwide
A WORD FROM THE FOUNDER
Joining the Positive Luxury network and accelerator programme is a significant milestone in my journey as a designer. It aligns perfectly with my dedication to British craftsmanship and sustainability – principles that are integral to my work. Collaborating with Positive Luxury offers an incredible opportunity to contribute my vision and network, working alongside like-minded individuals who are committed to shaping a more sustainable future. As a young designer, this partnership is both an honour and a testament to my commitment to delivering exceptional craftsmanship while upholding sustainable practices
JOSH BIRCH JONES
CREATIVE DIRECTOR & FOUNDER
WHY POSITIVE LUXURY
As the founder and creative director of Josh., I have chosen to pursue ESG+ certification through Positive Luxury to integrate sustainability into our brand's core as we transition into retail. This certification will help us align with industry leaders, ensuring responsible growth and ethical practices. By meeting Positive Luxury's rigorous standards, we aim to build trust with consumers and retailers, demonstrating our alignment to environmental and social responsibility. This strategic move positions Josh. alongside esteemed brands dedicated to making a positive impact in the luxury fashion industry
JOSH BIRCH JONES
CREATIVE DIRECTOR & FOUNDER
PATHWAY TO HIGHER STANDARDS
Josh. is committed to embedding sustainability into its growth journey, starting with ethical sourcing, responsible production, and long-term craftsmanship. As the brand prepares for retail expansion, Josh. is focusing on understanding sustainable supply chains, reducing waste in design processes, and ensuring fair working conditions. Through Positive Luxury’s ESG+ certification, the brand aims to refine their approach, learning from industry leaders to implement impactful changes. Their goal is to balance luxury with responsibility – creating timeless designs while taking meaningful steps toward a more sustainable future in fashion.