Q&A: Paul Burden, Joules head of licensing

How do you translate the Joules brand designs and values onto frames?

Paul Burden With glasses there’s not a lot of space to work with. Because we’re a brand that’s very much about print and colour, it’s taking the essence of what we do from a clothing perspective and finding ways of using that on the frames.

We are clever with how we work with designs and don’t just slap them on. We want to make our frames stand out from the crowd, so it’s thinking about detail and then carrying that all the way through. From what we do from a packaging perspective to our cleaning cloths and how we market it, it’s all part of the same package.