A LETTER FROM THE FOUNDER · ALEXANDRA LONDON

I have chosen every jumper in this shop for 25 winters. Agnes is the one I would want you to remember us by.

On the six things I look for in a roll neck, how Agnes compares with the jumpers you have been buying, and why it is £49.95 while we fight to keep our doors open.

Alexandra · Founder of Alexandra London

London · Autumn 2026 · 5 min read

Agnes, in the burnt orange. The first thing people notice is the stripe.

Twenty-five years ago, my daughter and I opened Alexandra London with one simple idea: a place where every woman would feel beautiful, welcome, and completely herself. I have chosen what goes on our rails ever since.

This year has been the hardest we have had, and something surprised me. The hardest part has not been the thought of closing our doors. It has been the thought of saying goodbye to the women who walked through them.

So we are not going quietly. We have called it our Revival, and it is exactly that. Every piece is chosen with the same care as always, at prices we have never offered before. Of everything in it, there is one jumper I wanted to write to you about myself.

Every autumn for twenty-five years, I have watched women come looking for a winter jumper and find the same two kinds. The first is the sensible kind: beige, shapeless and warm, the sort that makes you look as though you have stopped trying. The second is made for a woman half your age, cropped and clinging, and it goes back in the bag after one wear.

Warm, or worth looking at. I have never believed you should have to pick one.

Agnes is the jumper that proves you don't, and these are the six reasons it earned its place.

1

One stripe that does all the work.

A single line of burnt orange runs from the collar, along the shoulder and all the way down the sleeve to the cuff. It is the only decoration on the whole jumper, and it is enough. Put it on with plain trousers and the outfit is finished. It also draws the eye up along the shoulder towards your face, rather than down to the middle.

Collar to cuff, in one clean line.

★★★★★

"Wore it to book club and three people asked where it was from before we had even sat down. It's the stripe. It makes it look far more expensive than it was."

Patricia M., Guildford

2

A herringbone with a bit of pedigree.

The knit is a close herringbone in brown and cream, the same zigzag you know from a good tweed coat. It reads grown-up and considered, never novelty. From across a room it looks like a warm, textured brown. Up close, people lean in.

★★★★★

"The pattern is lovely in person. It looks like something from a proper department store, not something I ordered online on a Tuesday night."

Susan H., Harrogate

3

A roll neck that sits softly.

In twenty-five years I have heard every complaint about roll necks. Too tight, too high, like being gently strangled all day. Agnes has a high roll neck that stands up on its own without gripping. Wear it up against the wind on a cold platform, and fold it down when you come inside.

★★★★★

"I normally can't bear roll necks, they feel like they're choking me by lunchtime. With this one I forget I'm wearing it."

Gillian R., Bath

4

A relaxed cut that skims, and never clings.

The shoulders drop and the body falls straight, so it moves over the tummy and hips instead of catching on them. Wear it loose over trousers, or half-tuck the front if you like a little more shape. It stays comfortable from the morning coffee to the evening news.

In the green, worn loose. It falls straight rather than clinging.

★★★★★

"It skims straight over my middle instead of clinging to it. The first jumper in years I haven't spent all day tugging at."

Janet W., Chester

5

Deep cuffs you can push up, or pull down.

The ribbed cuffs and hem come in a darker contrast: brown on the orange, black on the green. The cuffs are long and deep. Push them up to the elbow for the washing up, or pull them over your hands on a bitter morning. The ribbed hem gives the whole thing a neat, finished edge at the hip.

★★★★★

"The cuffs are lovely and long. I pull them right over my hands on the dog walk first thing in the morning."

Margaret T., Norwich

6

Two colourways that go with what you already own.

The orange is the warm one, with brown cuffs and a brown-and-cream herringbone. It sits beautifully with camel, cream and denim. The green is the cool one, emerald against black and cream, made for black trousers, grey and a navy coat. Wear it with tailored trousers to lunch or jeans at the weekend, and let the stripe peek out from the collar of your winter coat.

The warm one and the cool one.

★★★★★

"I bought the orange, then went straight back for the green. Between them they go with everything in my wardrobe."

Anne B., Tunbridge Wells

Choose your colour and size →

Revival price £49.95 · Free Royal Mail delivery · 30-day money-back guarantee

Agnes, against the jumpers you have been buying

You can find a winter jumper for fifty pounds on any high street. I know, because I have spent twenty-five years looking at them. Here is the difference, laid out plainly.

MOST HIGH STREET JUMPERS

✗ "Sensible" colours that disappear

✗ Roll necks that grip your throat

✗ Cut close, clinging to the middle

✗ Thin cuffs that ride up the wrist

✗ Need a new outfit built around them

AGNES

✓ A herringbone and a single stripe people ask about

✓ A high roll neck that sits softly, up or down

✓ A relaxed cut that skims and falls straight

✓ Deep ribbed cuffs you can push up or pull down

✓ Goes with the trousers and coats already in your wardrobe

"I will not put a jumper on our rails that asks a woman to choose between being warm and looking like herself."

Why Agnes is £49.95 now

Agnes was £189.95. For the Revival it is £49.95, and the discount grows when you take more than one: 10% off two pieces, 15% off three, and 20% off four or more. It comes off automatically at checkout, and you can mix Agnes with anything else in the shop.

I will be honest with you about why. We have never priced anything this way before. We are doing it because every order keeps our doors open another day, and it really is that simple for us this year.

What I cannot promise is how long it lasts. When a size is gone, it is gone. If you can still choose your size, it is still here.

£49.95

Revival price

25

Years in London

4.8★

25,000+ reviews

30

Day money-back guarantee

★★★★★

"I have been buying from Alexandra London for years, and this is one of my favourite things I have ever had from them. Warm without being bulky, and the stripe gets a comment every single time I wear it. When I read they were fighting to stay open, I ordered a second one for my sister."

Carol D., Cheltenham

Of all the jumpers I have chosen in twenty-five winters, Agnes is the one I would want you to remember us by. I would much rather it went to women who will wear it than sat folded on a rail.

You showed up for us for twenty-five years. I am asking you to show up one more time, and to be warm while you do it.

With love, and with thanks,

Alexandra

P.S. If you can't decide on a colour, the orange is the one people stop you about. The green is the one you'll reach for most.

Agnes | Herringbone Roll Neck Jumper

★★★★★ Rated 4.8 · Excellent · 25,000+ reviews

£189.95 £49.95 · You save £140

✓ Herringbone knit traced with one contrast stripe, collar to cuff

✓ High roll neck that sits softly, up or folded

✓ Relaxed cut that skims rather than clings

✓ Burnt orange & brown, or emerald & black

✓ Sizes S to XL

✓ Free Royal Mail delivery & 30-day money-back guarantee

Colour
Size

About the writer. Alexandra opened Alexandra London with her daughter in 2000. Twenty-five years on, she still chooses every piece on the rails herself.

Get Agnes, £49.95 while sizes last