Joseph Ettedgui, a fashion retailer born in Casablanca, is a maverick in the fashion world. He's known for his daring designs and his ability to attract some of the most talented designers in the business to work with him. The stretch jeans with flair ankles are the label's best-selling items.

The most complete collection of Joseph Ettedgui clothing anywhere, with clothes for both men and women (including suits, knitwear, suede, and leather clothing), is available within the two largest branches of his empire. Both carry signs that simply say "Joseph" on the front, and they're located at 23 Old Bond St., W1 (tel. 020/7629-3713; Tube: Green Park), and at 26 Sloane St., SW1X (tel. 020/7235-5470; Tube: Knightsbridge).

Three smaller branches of Joseph lie clustered close to one another, each of them within a very short walk of the South Kensington Tube stop. They're at 315 Brompton Rd., SW3 (tel. 020/7225-3335; menswear and womenswear), and 77 Fulham Rd., SW4 (tel. 020/7823-9500; only womenswear). Close by, and focusing only on menswear, is a Joseph boutique at 74 Sloane Ave., SW3 (tel. 020/7591-0808). Newest of all is a branch in Notting Hill selling clothes for men and women at 236 Westbourne Grove, W11 (tel. 0207/243-9920; Tube: Notting Hill Gate).