The business of golf clothing.

The business of golf clothing has changed over the years from tweed jackets and ties to the fuschia pink Slazenger worn by Seve in the 70's, until around 2002/3 when a Swede called Johan Lindeberg decided to put his own style into the game.

Today the golf clothing market is stronger than at any other time. Lots of companies large and small are now creating golf clothing as this short list indicates,

Abacus, Adidas, Back Tee, Bunker Mentality, Cross, Cutter & Buck, CBUK, Daily Sports, Galvin Green, Golfino, IPD, J Lindeberg, Par 72, Peak, Puma.

This list is certainly not extensive and if you know of a brand we have missed please let us know. Its quite an impressive list which has grown with new companies entering the market in the last 10 years. However, what's quite interesting is that it can be split into golf brands and sports brands that also do a golf line. If you add the likes of Ralph Lauren and Hugh Boss you have large global menswear brands that also see the value of having a little bit of golf.

When you review the ranges of these brands you will see the entire spectrum of golf clothing available and it has to be said there is a major improvement. The likes of Abacus now has a very good range for the fashion conscious player who doesn't want to go too far. If you really want to turn heads at the company golf day then Bunker Mentality has that edge more than any other. It appears to be fearless and confident in its own skin and has a rapidly growing following as golfers buy into the lifestyle messages.

The large monolithic sports brands do a good job and you won't get any criticism for wearing them but you are not going to stand out...are you really?

The one brand that lead the line for us is the one that broke the mould initially. The one that everyone has followed or benefited from it opening the door...the Don Juan of golf fashion, J Lindeberg. JL came into the market with a completely different belief in what a golfer should or could wear. Having spent several years as Marketing Director with one of Europe's top denim companies, Diesel gave JL the ability to be radical in golf. Almost straight away the bright colour's and slim silhouette made other brands seem dull. Without doubt JL caused many brands to up their game. JL may also be to some degree be the reason that super brands like Boss took a more serious interests in golf, recognizing that they could make use of their design expertise and carve out some sizable business. After all, their customer was probably playing golf wearing a Hugo Boss polo shirt anyway.

JL is still a leading light although the colour seems to have gone. The more commercial 'black'

and muted colour is now the norm. The branding is very minimal and it seems to have moved its stance from a leader to more of a signpost giving direction. Maybe this is because its main line and denim lines are starting to get some traction on the high street and golf is no longer the main part of the business, it was their money maker. Perhaps the overall brand strategy is to broaden its product offer and grow into that space occupied by the likes of Hugo Boss. It certainly has the design capability to do this but it is still along way off. What this would mean for the golf line we don't know but I'm sure they will continue to be a leading brand in the golf market for a long time yet. The golf collection seems to have less ways each year and it is becoming more mainstream in its look as others update their fit to make them slimmer looking. That is again probably sensible commercially for the next couple of seasons.

The golf fashion market is being pushed forward by the young companies who show tons of creativity in every little thing they do, the monolithic sports brands follow slowly behind. JL golf still stands as a beacon for those pushing golf fashion forward.

Jamie Cross & Andy Carroll

PUTTFashion is a FACE in the CROWD production.