I agree that Joules, Boden, & SeaSalt attract a particular type of customer and I do look at some of the range and despair ......however, if you have no flair or imagination when it comes to clothes then even buying into the most exciting or edgy of brands will not do you any favours.
What I like about all 3 of these companies is that the quality of fabrics and finish of the clothes is good - increasingly rare amongst high street tat fest these days. What matters is not how the company dress up the clothing, it is what YOU do with it that makes it stylish or not.
IMO, it all comes down to styling. Wearing a breton with a fleece will always look like "mummy uniform" (whatever that is
Surely the ubiquitous skinnies & scarf also falls into that category). Joules had a brilliant campaign a 2 years ago where they styled tea dresses with back-combed hair, layered up with tees & cardigans, jumpers, blazers etc and it looked very cool. Like TopShop for Grown Ups.