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In the Showroom: Joules Fall ’16 Collection

Lush florals and equestrian details combine to make a Fall ’16 Joules collection fit for city and country sophisticates.

The British apparel and wellies brand, which got its start producing bright pink rain boots over 25 years ago, carved in niche in the rain footwear category with its matte finishes, girly details and “conversational prints.” The fall collection carries those same themes into fresh silhouettes, including a new mid-height version of Joules’ popular glossy boot accented with gold branding and a neoprene tall boot for colder temperatures.

Bold blooms dominate the Joules’ range of rain boot prints, but the brand is also having success with a silver bird motif accented with lime green. Other prints span silver horses and Welsh corgis to quirky foxes dressed as gentleman. Polka dots, stars and bold black and white stripes complete the merchandising story.

The style that the brand is best known for, the grosgrain ribbon-accented Evedon boot, returns for both women and girls. A brand rep said the boot is gaining more traction in the U.S. market than in its native U.K., where it’s already a staple. For Fall ’16, the Evedon is available in jewel tone shades of plum, teal and navy, as well as traditional black and brown combinations.

Joules’ Fall ’16 collection for babies to kids age 12 is alive with color as well. The children’s collection, which launched in 2005, takes on a wild look for fall with a zoo theme including frolicking monkeys for boys and zebra and pony prints for girls. Additionally, dinosaur motifs continue to sell for boys, and floral designs featuring peonies and hyacinths speak to girls. All prints that tie back to the brand’s apparel and accessories lines.

The brand is also dabbling in more casual lifestyle footwear with a range of slim profile Chelsea boots for women for fall. The leather boots, which received a warm reception from buyers at the February edition of FN Platform, offer a feminine take on the heritage silhouette with “hide and hair” combinations and accents of silver and bronze metallic. Subtle details, like pull tabs lined in lime and hot pink fabric, are a subtle nod to the brand’s colorful roots. Chelsea boots will retail for around $225.