The New Code

Inspired by the idea of personal style as an individual blueprint, The New Code introduces a collection of essentials designed to be interpreted and layered.

Thoughtfully designed around key pieces that form the building blocks of a modern wardrobe, each item is made using refined fabrics and finished with considered detail.

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Shot by Kerry Dean in the open space of our future studio, the campaign marks a new chapter for Alex Eagle. Whilst we look ahead, our commitment to British craftsmanship. continues — sourcing and producing in or near London wherever possible. With a focus on wearability, fit, and timeless design. Each piece is made to last.

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Designed with quality at its core, the collection spans essential shirting, sharp tailoring, delicate lace, and timeless denim. Elevated loungewear continues to lead the Sporting Club perspective — a ‘tailoring, but make it sport’ approach to modern movement and dressing. These are clothes made for transition: from day to evening, city to summer destinations.

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Model: Gaia Orgeas
Photographer: Kerry J Dean
Videographer: Caleb Kemp
Stylist: Tamara Rothstein
Hair: Daniel Martin
MUA: Sandra Cooke