Although seemingly innocuous with its name deriving from a New Zealand heritage story, the Eden Park brand and company is actually French with a decidedly anglophile stance, conveyed most recently from its latest range for SS11.
In an interesting twist, the company, upon first impression, immediately smacks of recently devised concept-brands like Hollister or Jack Wills, but with pricing and aspirations more akin to the likes of Hackett; an esteemed fashion house with traditional roots. This is with particular reference to its almost faux-history, although 80′s and 90′s French Rugby Union legend, Franck Mesnel, is at the heart of the company and has been attributed to the common use of rugby shirts as leisure-wear – a good or bad association, depending on your particular inclination.
However, mis-transliterations aside (probably more of our own than anyone else’s), it is Eden Park who has secured the formalwear deal with the RFU – for the next 6 years, no less – and moves this particular niche forward with a fusion of the very best in English and French styles and tailoring.
The continuation of bold colours – often contrasting, but somehow and somewhat understated, still, is clever combined with an educated use of seersucker for practical purpose during the upcoming season. Shorts are certainly order of the day – or season – accessorised with scarves and boating jackets.
It appears that the collegiate and jock aspired themes of recent trend has no hope of going anywhere other than forwards, and Eden Park are certainly well placed to lead the way for their peers.
Eden Park stores
Richmond: 3-5 Golden Court
Tel: 0203 166 4031
Belfast: 613 Lisburn Road
Tel: 028 9068 7622
Cardiff: Capitol Shopping Centre (Ground Floor), Queen Street
Tel: 02920 345 478