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In 1991, Johnnie initiated Boden by producing a hand-drawn catalog that included eight men's clothing designs he wished to have in his own wardrobe and desired to order from the comfort of his armchair. Catalogs for trendy individuals who favored fashionable clothes were not prevalent in Britain at the time.

Despite 30 years of unpredictable and thrilling experiences, Boden has become a global company that retains a familial atmosphere. Above all else, Johnnie values the opinions of the women in his life: his wife Sophie (who encouraged him to pursue his dreams in the first place), his three astute daughters, and his spirited female companion, Sprout the dog.