Company dress codes are just as stated in the rules, if you don't want to conform, then buy a full fare! Last year my wife and I arranged to meet our oldest granddaughter in Heathrow to travel back to Canada, she was dressed very smartly in a full dress and well groomed, the result? We all got upgraded to first class when the aircraft filled up when an American flight had a mechanical You want to see happiness? Just put an eighteen year old in a first class seat along with all the other perks which are included! We are now the favorite grand parents!