Old brands, nothing new!

Like many people I subscribe to many and various website and clothing store email lists. This week, I have had three emails arrive from three different store that I subscribe to because they sell good brands that I buy. However each store was making a lot of noise about the new seasons ranges from two old school brands, Ralph Lauren and Lyle & Scot.

Now I know these are sometimes available in golf stores and both have some credible heritage in golf, but nothing is different from what they did 30 years ago. Its the same old, same old!

More and more of these old brands are relaunching as we have heard recently of Jack Nicklaus Heritage and Slazenger Heritage Collection being brought back to the market. Heritage is great and should be fully recognized and I agree they deserve their place in history, but after the initial launch of the old stuff nothing changes as they just continue to regurgitate the same old v-neck jumpers and plain bland polo shirts with their ancient logo saying "back in the day we were cool". One store announced the delivery of the spring RL product as follows, "We have received our very first, eagerly anticipated, long over due delivery from the absolute king of the preppy look, Mr Ralph Lauren"...these guy's need to get out more. Why they have been waiting, 'eagerly anticipating' RL is a mystery as surely they know that they are going to get...the same stuff as last season - only different colours!?

Just look at the pictures at the top of the page and tell me, were they taken in the last 12 months or are they from 25 years ago? Also when you look at these garments, think of them without the little RL or L&S logos and what do you see? Yes a piece of clothing from a multitude of brands or stores! They may have been cool back in the day but the world has moved on. I'm not saying they are not worthy but these types of brands don't bring anything new. L&S last season introduced a 'Harrington' jacket which is probably older than their eagle.

Would it be impossible for these old brands to look forward and try being a little bit adventurous, let the designers bring in new shapes, new fabrics and maybe mix some bold colours into their polo shirts. What about printing logos on the back or adding different stitch details? What about some very technical fabrics for modern contemporary jackets rather than harrington jackets from the last century. Try something new, let the designers find the new brand within the heritage but don't just continue to turn out the same old, same old stuff.

There are good things coming out of Hugo Boss (although jumpers that are coated to be shower proof??), JL, Abacus and the creative Bunker Mentality. So, its not as if they are not being shown a way forward on the creative front but will they make an attempt to move into the 21st Century...let's wait and see.

Jamie Cross & Andy Carroll

PUTTFashion is a FACE in the CROWD production

Finger JOY from ASHER!

When it comes to fashion everything is covered, from your hat to your socks. Fashion companies consider every product as being important and apply a great deal of creativity to making them special. In golf most things could benefit from an injection of creative inspiration and as if to prove this we have the emergence of Asher golf gloves.

These are no ordinary golf gloves, these are the craziest and coolest golf gloves this guy has ever seen. The Asher philosophy is simple and clear: make golf stuff unlike anything anyone has ever seen. I think they may have achieved this mission with these golf gloves.

Asher was founded by James Roundy but when he hooked up Samson Lloyd at law school in Utah things took off. This dynamic duo define themselves as an unstoppable pairing possessing creativity, business know how, people skills, hustle and work ethic to create unique golf gloves. They certainly have creativity by the look of these gloves. Most golf gloves are plain old boring things in either white or black and mainly a vehicle for an equipment manufacturer to make more money and at the same time promoting their brand. Some add grip technology but never any real creative design thought...just black or white and stick on the branding.

Asher have just knocked all other golf gloves out of the park with regard to styling. This is exactly what the golf business needs a different view of the industry and the most utilitarian of products. Keep it going guys we are right behind you...Golf Rocks with ASHER!!!

Jamie Cross & Andy Carroll

PUTTFashion is a FACE in the CROWD production

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.

This is why not Adidas Golf

We have just come across this new Adidas golf line called AdiPure. It was described on the www.golf.com as "a new elegant, high-end golf fashion line called AdiPURE (in honor of the founder of Adidas, Adolf "Adi" Dassler). The small capsule collection has the kind of polished style designed to appeal to the country club customer — with nary a three-stripe logo in sight".

We are sure Mr Dassler will be spinning in his grave at the site of this athletic performance wear his company employed an Italian tailor to help them create. How can a company which has has such a strong, wonderful heritage in sports for all of my life time create this and use the words style and elegance to describe it.

We said in our first blog we love Adidas Originals as it is truly original but what they do in golf just seems to be completely off the beam. They have the heritage, the garment and fabric technology, the players and the resources but they look lost when it comes to design and this project doesn't show any sign of change in that direction.

Jamie Cross & Andy Carroll

PUTTFashion is a FACE in the CROWD production.

Golf Fashion

Welcome to the PUTTFashion a blog about one thing really...golf fashion. PUTTFashion will be dedicated to giving our readers frequent updates on things we consider stylish and relevant to independent and savvy individuals.

Why have we called it PUTTFashion and not just Golf Fashion well because lets face it the word golf is not very cool and its not edgy enough for what we want to do with this blog. Why the word Fashion well because that's what we are interested in... golf fashion and we need to use the word fashion to emphasis this as a clear statement of intent.

PUTTFashion will be dedicated to all things golf fashion mainly focusing on clothing and accessories and to a lesser extent shoes and anything we think is particularly cool in the game of golf. We will not be discussing putters, drivers, recovery clubs or any equipment. The focus will be on golf fashion.

There are two of us behind PUTTFashion and we both have a love of clothing for as long as we can remember. I was about 8 when I started to recognize the importance of brands, Adidas was the first love I can remember. Interesting over time how some brands stay with you and some don't as I still like some Adidas stuff but mainly the Originals and unfortunately not the golf line. More about that later.

We are passionate about clothing and golf and feel its time to create a place where like minded people can gather and exchange their views on golf clothing. Its the one area of golf which really needs a friend and a strong advocate who will stand tall and promote the best clothing available. A lot of golfers and in particular golf pro's are very uncomfortable talking about clothing. You can see this in 99 in 100 pro shops the world over. Ask about any piece of equipment and they can tell you where the manufacturer mined the ore to make the steel for the irons. However, ask about the fabric in any garment and they look at you like you have arrived from Mars!

Mind you this is not a surprise when you look at the clothes this equipment expert will be wearing. Clothes do maketh the man believe me! Is it any wonder so many young people get turned off golf when they look at the standard golf pro...average age 34 looks like 54! My dad dresses better going to his bed! Maybe the PGA should add a 'how to dress' section into their training programs?

Golf magazines are the same. They cover clothing as a last thought if at all. There is not one that we can think has done a half decent job mainly because they are not really interested. Genuinely they try but they come up way short and its very, very obvious they have little empathy with the subject...same story as the average golf pro. Sorry lads but you know its the truth. Your great on drivers, irons and wonderful on balls (!) of all makes and capability but you are not comfortable in your clothing.

So if you are a golf clothing company you now have a new champion. An ally who loves clothes and believes they are important and should be recognized as a vital part of the golf industry. PUTTFashion is ready to work with you. If you are looking to promote and communicate your new products to an audience that are keen to be in the know about the latest, coolest, hippest clothing then drop us an email with your press releases and new range details. We will review everything in a rather Simon Cowell fashion, without fear or favor, in an honest and truthful account.

Thanks everybody for reading this far and we hope you will be a regular visitor and contributor.

Jamie Cross & Andy Carroll

If you have any questions, comments or tips you'd like to share, please contact us at :PUTTFashion@live.com

PUTTFashion is a FACE in the CROWD production.