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Apparel Reviews

Is Your Clothing Phresh?

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Phresh Wear Inc. was conceived in 2003, incorporated in 2004, and hit the golf apparel world with a Spring 2005 collection.  The mastermind of former competitive golfer Tim Tochor, the line targets the needs of the modern demanding youthful demographic.  Tochor’s background was as a college golfer in Southern California. 

It was during this time he noticed that a younger and less traditional golfer was rapidly becoming a more abundant presence on the course.  Golf apparel, on the other hand, was stuck in a time warp and still catering to the older, more conservative set.  He knew this absolutely had to change.  Recently I had the opportunity to interview Tim about golf and Prhesh.

How long did you play golf competitively?  Who were some of the players that you played alongside?


I played competitively for only 2 years.  I started very late and just wanted to see how great I could get. I played Golden State, Tear Drop Tour, and Cascade mini tours for about 6 months then realized that this was not the life for me.  I was at a course where the Leadbetter Academy was located and was fortunate to play some rounds with some touring pros at the time.  The person I played the most with was Gabriel Hjertstedt.

What did you bring with you from the course that you apply to your developmnt of Phresh?

Individualism, style, and fun were things I wanted to bring with the Phresh brand. The name really speaks for itself.

 


Do you consider yourself a bit of a non-conformist?

In the beginning I think we were perceived as being non-conformist, however, that was not our goal. Today we seem fairly mainstream with all the color and performance fabrics available under every label. Our line can truly be worn by male and female, any size and style.


When did you realize that your skills would be better utilized servicing the golf industry rather than playing competitively?

I think that it wasn’t as much as realizing I would better serve the golf industry as an apparel brand as much as it was the expectations I had of becoming a touring pro. I really did not have the passion to play competitively when I got there. It truly is an individual sport, extremely competitive and can get very lonely out there on your own.


What types of golfers do you envision in your line?  Is it more of a piece of clothing, a statement, or an attitude?


Phresh is for every golfer, every age and every size. We see it as more of a life style. Some of our customers wear the color to make a statement or give them a certain attitude. Others wear it for comfort and style. All of our apparel you can wear on a golf course, casual dining, or relaxing around the cottage or home.

 


What niche is Phresh meant to fill?

We really try to have European type design and color with North American fit and price points. There are so many great golf lines out there and fit and value is the most important to everyone. 


How much of your line will be tailored to women in the future?

We first started our collection in men’s styles only. This was more or less the walk before you run approach. I think it is very important to build and grow within your limits in order to have a solid base to maintain longevity. We introduced our women’s line last year and it has been very successful.  We see our women’s line growing in the future to the same size as our men’s, currently we are about a 75/25 split men’s to women’s styles. However, I see it being a 50/50 split by Spring 2011


Is it more difficult to produce golf clothing for women?  What about juniors?  Will you expand to juniors in the future?


I think the most difficult challenge for women’s wear is fit. Many women are not brand conscientious. They are more concerned with fit and look. We really focus on fit and also size range to allow every woman to look and feel great in our line. That is why we size from 2 – 16 on bottoms and s – 1X for tops. I actually have several juniors that wear our line in the smalls. They seem to really love the individualism so you see them purchase the brightest colors and have fun with it.


Where do you see the Phresh line in the next few years?

It is a very exciting future for Phresh, we do see a full collection in men’s and ladies within the next few years. As we grow we will add to the line not only with our accessories but also with more styles for more seasons

How often do you get out to play now?  How’s your handicap?

I actually get out and play about 10 – 15 rounds per year. Since leaving California 10 years ago I really had golf burn out and had no desire to get out and play. In the past few years I actually just started to have fun playing again and have no expectations on my game.

Ouch, you have to ask my handicap? Okay the best way for me to give you a handicap is I am a 14 off the tee and a 4 if I can find my tee shot.


What does Phresh bring to the average golfer that they can’t find in another line?

For the average player, we try to bring some individualism to the apparel without losing the tradition of the game. We like the stories of the 4 buddies going out to the golf course and teeing off with orange pants, pink shirts, and smoking their cigars. It seems to be accepted within their group to have fun with their clothing on the golf course.

 
Is your style acceptable at the most conservative locations or is that what you are not trying to do?

All our styles are acceptable at all locations, private, traditional, and public facilities. We have developed our line that way in fit and style.

What can we expect from Phresh in the future?

As mentioned the collection will definitely be growing over the years and you will see us grow with the every changing fabric whether it be polyester, cotton, eco friendly, and dare I say a little cashmere.

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Apparel Reviews

Brooks Koepka’s Winning Outfit: 2018 U.S. Open

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Brooks Koepka played like he dressed on Sunday at Shinnecock Hills for the final round of the U.S. Open; his outfit was athletic, well put together, boring with a bit of flash (those shoes!!), and most importantly, it got the job done.

See the golf clubs and shafts Brooks used to win.

A great representative of the new age of golf, Koepka has the frame of a baseball player, and he’s not afraid to accentuate it with tight-fitting polos and an athletic look. For Sunday, he chose a white-on-gray-on-gray look that was understated, but clean — just like his scorecard. He really made the Nike Golf Tour Premiere PE shoes, with hits of electric orange, the star. Check out the details on his full outfit below.

Brooks Koepka’s Winning Outfit

  • Hat: Nike AeroBill Classic99
  • Shirt: Nike Zonal Cooling polo
  • Belt: Nike Stretch Woven
  • Pants: Nike Flex
  • Shoes: Nike Golf Tour Premiere PE
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Apparel Reviews

Dustin Johnson’s Winning Outfit: 2018 FedEx St. Jude Classic

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Dustin Johnson won the 2018 FedEx St. Jude Classic by 6 shots — and he holed out on the 72nd hole for eagle as the cherry on top.

You can check out the clubs he used to win here, but this article is all about his outfit.

Per usual, DJ went with the white-on-navy-on-navy-navy look that he wears often, especially on winning Sundays. Also, according to Adidas, it’s the first time that a Primeknit shoe has won on the PGA Tour, so there’s that.

Let’s dive into his full outfit…

Dustin’s Winning Outfit

  • Hat: TaylorMade New Era Tour 9Fifty (White)
  • Polo: Ultimate365 Heather Polo (Collegiate Navy)
  • Belt: 3-Stripes Perforated Reversible
  • Pants: Ultimate365 Flat Front (Navy)
  • Shoes: Tour 360Knit (Grey/Real Purple)
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Apparel Reviews

Modern classics: Catching up with Holderness & Bourne

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If you haven’t heard of Holderness & Bourne, well, for one thing, you’ve missed a couple of our gift guides. We’ve lauded the Rye, New York-based apparel manufacturer on more than one occasion for making some of the best polos in the business.

H&B, not surprisingly the product of two men named (Alex) Holderness and (John) Bourne, is quickly establishing a reputation for classic styles in tailored fits using modern materials. In addition to both performance and cotton polos, Holderness & Bourne makes sweaters, vests, bags, and other accessories.

I spoke with Alex Holderness about the company’s growth and what’s next.

BA: We first spoke a couple of years ago, but things have really taken off since then. Tell me about the growth.

AH: It’s been a great few years for us. We’ve basically tripled the past few years. We’re now stocking more than 150 clubs around the country and some great clubs abroad as well. We’re seeing traction for the brand; we’re seeing momentum. A lot of people like the concept of the brand, which is classic style with a more modern approach to fabrics and fit…and it’s working, so we’re trying to grow carefully based on that.

BA: What did establishing traction look like for you?

AH: It’s been steady all along. There wasn’t a point where the tide turned and things started to get good when they weren’t good before. But it is tough to get traction in green grass, and we feel very fortunate that we were based in New York…early in the history of the brand, we landed Winged Foot…Greenwich Country Club and a few others in the area really early on…So we were very lucky…because traction in green grass for brands like us is driven by perception, so if you can align yourself as a brand with the better clubs and public facilities around the country it can be very favorable. A lot of times, it results in people…calling us, because they’ve heard it [our apparel] did very well at Winged Foot or some other club. So that’s our general approach to green grass.

We’re not snobs about it by any means. It’s not like we have some grand strategy to only stock the top 100 clubs. But we care a lot about making premium products and being a premium brand. As a results of that, we are a natural fit for higher-end facilities, whether they’re public or private. We’re not going to ever be the cheapest brand in the shop, and we’re not going to be on clearance for 70 percent off…we’re very careful about what we’re building, and as a result of that, having these relationships with facilities around the country has been really helpful for us…and it’s helped us generate momentum in terms of getting inbound inquiries.

But it has taken a while. We’re four years into this thing, and it’s a day-by-day, year-by-year process..It’s not like we went out and raised $5 million in investor capital. We didn’t go out and try to be an overnight success…and get into every club. We only raised a small amount of capital, and we’re trying to kind of bootstrap: make great product, sell it, then use those proceeds to broaden our assortment. We want to add additional categories and get into more clubs every year, but it takes time.

BA: Can you talk a bit about your core consumer and how you’re appealing to him in ways that maybe other brands weren’t?

AH: My business partner John and I are both guys in our late 30s, married with kids and all that, but young enough to want a cleaner, more modern fit without sacrificing the classic look. We just knew that the combination of fit and style that we had in mind would resonate with plenty of guys, because we started out looking at this whole thing from the customer’s perspective. We also wanted to put some real soul into the brand, creating something very authentic within golf, because we didn’t always feel we were getting that as customers buying golf apparel in the past.

BA: Can you talk a little bit about the balance between e-commerce sales and green grass?

AH: Green grass has been the focus for us so far, but it’s a nice overall split. I think these days any relatively new brand needs to have a website where their customers can reach them directly, but for us the relationships we have with the clubs and public facilities that stock our brand are certainly just as important. Those places are the real stewards of the game and golf culture, and our brand has proven to be a strong fit for them.

BA: You’ve been pretty selective in your marketing and messaging…can you talk about that?

AH: We’re just kind of old school about it. We don’t care to shout about the brand or pay a bunch of money for marketing and PR. Our thinking has always been that if we focus on designing and manufacturing excellent products and get them into the right people’s hands, the brand will grow nicely as people tell their friends about the brand. We also put a huge emphasis on customer service for that same reason. We want people to have an excellent experience with us, even if that involves solving a problem for them, and that approach has been a good one so far.

BA: Talk about Roberto Castro wearing your wares, as it were…

AH: We are really proud to have Roberto onboard as a brand ambassador, and he’s become a great friend of ours as well. He found out about us a couple years ago by reading a piece about new golf brands on the blog Red Clay Soul, and reached out. We weren’t looking to sponsor tour players, but we got to know him and realized that he is the perfect guy to have out there representing the brand. He’s a big family guy, humble and low-key, and he just let’s his game do the talking, all of which we admire. And the guy has got tons of game. He made it into the field at the U.S. Open again this year, so we’re headed out to Shinnecock next week to cheer him on.

BA: Speaking of the Tour, apparel is in an interesting and dynamic place, isn’t it?

AH: Definitely. We think it’s great that there are a number of new brands out there pushing things forward, and it’s not a winner-take-all market. Things are certainly competitive, but brands both within and beyond golf are becoming more niche, which helps customers find the ones that specifically work for them. We don’t really pay a lot of attention to the apparel game on tour specifically, to be honest. We care just as much what’s going on out on the mid-am scene, where a lot of guys who obviously aren’t getting paid choose to wear our stuff simply because they like it better.

BA: Beyond deliberate growth, what’s on the horizon for H&B?

AH: We’re now stocking more than 150 pro shops around the country (and abroad – Sunningdale in England and Toronto Golf Club up in Canada have picked up the line), so we are excited about that momentum. For 2019, we’ve got big plans to expand our apparel collection, with a broader range of shirt fabrics and styles, some very cool layering pieces, and more premium accessories such as belts, hats, and bags. As designers, we really feel like we’re just getting started.

BA: Thanks, Alex.

You can find Holderness & Bourne on the web here.

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