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My dad owned a chocolate brown merino knit jumper from Joseph. It was known as the family jumper. I remember this being a staple of my childhood. We all wore it, and passed from one person to another.  Draped over the shoulders on summer evenings, wrapped around us when we jumped out of the cold English sea, protecting us from the chill of the ferocious Aircon use in Lagos.

I recently asked my dad if he remembered it. He smiled warmly, and recounted stories of when he was left cold, sacrificing his jumper for his kids’ warmth, and rightly so. The jumper, with its uncomplicated design, became more than a piece of clothing to us; it connected us through shared experiences. Long before the term became a buzzword, this Joseph chocolate brown merino knit jumper exemplified the concept of a wardrobe foundation. 

Show season has just finished, designers from across the globe have presented their many iterations of femininity, ways of dressing and newness.  In contrast a this collection has quite a radical message, the JOSEPH Foundations asks its customer to buy into something with longevity. These are pieces you can count on season after season, timeless, well-made classics that adapt to real life, for real women, with an emphasis on fit, quality, and core silhouettes that never lose their edge.  Each piece is designed to adapt to the wearers wardrobe, with the freedom to mix and remix them effortlessly. These are garments you will come back to time and time again.

This mindset connects straight back to Joseph Ettedgui’s original vision. When he opened his King’s Road salon, it was less a store and more a creative playground, where you’d find designers like Azzedine Alaïa and Yohji Yamamoto, siting along side the sleek minimalism of JOSEPH pieces. Ettedgui created more than a boutique; he created a space for individuality and ideas. The Foundation collection channels that spirit, by giving you the ultimate capsule, from which you build in space for creatively and play.

Today, Anna Lundbäck Dyhr and Frederik Dyhr are taking that same spirit and bringing it forward for a new era. With roots at brands like Burberry, Uniqlo, and Tommy Hilfiger, they know how to merge artistry with real, wearable style. Their approach feels like a natural extension of Ettedgui’s vision: they’re crafting collections that are both classic yet complex, refined but with a fresh energy.

Explore the Foundation Collection at Joseph Fashion