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Towards the end of the sixties, Casablanca native Joseph Ettedgi envisioned a revolution in the way we shop for fashion and therefore created a concept boutique to find new ideas and new designers. Joseph drew global attention to Kenzo and Castelbajac, supported Azzedine Alaya and Yohji Yamamoto, chose Norman Foster to design the store, and was the first in London to sell Prada.