Alex Eagle Sporting Club Teams With Rashi World for Sun-smart Capsule

by · WWD
Campaign for Alex Eagle Sporting Club x Rashi World capsule.Courtesy

SUN SMART: Rashi World, the nascent Australian activewear brand, has teamed with Alex Eagle Sporting Club, a wellness and clothing offering from the multihyphenate Alex Eagle, for a capsule that blends British sporting heritage with sun-drenched ease of Australian coastal life.

Rashi’s performance-driven, sun-conscious approach, with UPF 50+ protection built into the design, was reimagined through the Sporting Club’s minimalist lens for a compact wardrobe designed to move “from court to coast, city to sea.”

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“The Sporting Club is rooted in classicism and restraint, and we wanted to introduce a subtle disruption — a sense of ease, edge and modernity,” said Rashi World founder and designer Anna Feller, a model and creative turned entrepreneur.

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Feller noted that the collaboration is as much about space and atmosphere as it is about product.

“The new Sporting Club she’s opening in the U.K. feels incredibly inspiring, not just as a space but in the way she reimagines architecture and reshapes environments. My palette for this collection aligns perfectly with her vision — neutral, mature and timeless — giving the collection an incredibly chic foundation that balances classicism with subtle modernity,” she added.

Campaign for Alex Eagle Sporting Club x Rashi World capsule.Courtesy

According to Eagle, the collaboration was built around a shared belief in clothing that is “both practical and beautiful.”

The retailer and designer said she was drawn to the way Feller pushes the house codes. “Rashi brings a new energy to that idea, adding a sense of freedom and edge to the Sporting Club. Feller and Rashi just have that attitude I adore,” she added.

The collection launched on Thursday at The Store X Soho Farmhouse, The Store X Soho House Berlin, Alex Eagle Sporting Club in London, and online via Rashi World’s website.