Eden Park nudges Tenniscore out of the spotlight, turning our focus to Rugbycore

Tenniscore may be at the height of fashion as Wimbledon takes centre stage - or should we say centre court - but rugby-inspired menswear label Eden Park Paris makes a case for Rugbycore.

The brand was founded in 1987 by renowned rugby players Franck Mesnel and Eric Blanc. Combining their creativity, they came up with a brand whose codes and inspiration find their origin in the sport for which the Co-founders are best known.

Staying true to its rugby roots, Eden Park has just announced its latest signing of ambassador Josh Van de Flier, who was the winner of the Six Nations Championship 2023 and was named World Rugby Men’s 15 Player of 2022. Van de Flier, now age 29, made his international debut for Ireland in 2016 during the Six Nations Championship.

This announcement comes in the run-up to the 2023 Rugby World Cup in France, which is sure to see rugby shirts seep into the mainstream and overthrow the abundance of post-Wimbledon tennis skirts and polo shirts.

However, Eden Park is not the only brand making a case for rugby core. In fact, the Northern Irish designer JW Anderson championed the trend at Milan Fashion Week just last month.

Anderson showed his latest own-brand collection on Father's Day and appeared to pay tribute to his own date by taking a bow at the end of his show wearing an Ireland rugby shirt – making a great case for the rubycore trend. His father Willie Anderson is a former rugby player who captained the Irish international team.

Sporty themes permeated the show with Anderson showing his spin on rugby tops, giving them a more structured shape and fashion-forward aesthetic. In the show notes, the brand wrote that it was: "flipping the idea of British heritage, sporty silhouettes and rugby stripes are reimagined."

In the more mainstream end of the market, Eden Park is making a big push for the trending aesthetic and its agency Double H will be showcasing the SS24 collection from 10 July 2023, at its impressive London showroom based in Islington. It will also be taking part in the IMC Tradeshow for the first time.

To book an appointment, email: [email protected], or DM the agency LinkedIn or Instagram accounts (@doublehagency), more details can also be found online: www.doublehagency.com or call Marc Querol directly: 07539228041.