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Maide’s new apparel collection excels from top to bottom



When Maide launched just over a year ago, the rookie golf apparel label had a very simple, but audacious goal in mind — design a great-looking pair of pants that will fit better than any other trousers in your closet.

If Bonobos, Maide’s parent company, does one thing really well, it’s pants. The company has at least 45 varieties of cotton twill, corduroy and wool trousers that aspire to achieve a made-to-measure fit at ready-to-wear prices. Branching out into golf seemed like a no-brainer, especially considering many of the company’s executives are avid golfers, including Ian Velardi. As the Director of Design at Bonobos and head designer for Maide, Velardi is responsible for fabric and trim sourcing, garment development and color direction for both brands.

“We built such a healthy business with Bonobos and we have this built-in customer base,” Velardi says. “I think a lot of our Bonobos customers are golfers and it just made sense to cater to them (especially since we’re known for our pants). Plus, we didn’t see anything out there in the market that was indicative of being the ideal golf pant.”

The new Fall 2014 collection from Maide is what software engineers would affectionately describe as being fully baked. The Spring collection of past years had pieces that played well together, but the colorful light sweaters and golf shirts always seemed like a secondary consideration. The new collection is thoughtful and all grown up. Pants continue to be the strength of the line, but the new sweaters and outerwear pieces designed by Velardi haven’t missed a detail, blending a sophisticated style with all the performance and fit a Maide customer has come to expect from the brand.


Vintage golf inspirations are the brand’s DNA. The brand is designed to appeal to a customer who cares about what he wears to the course, but doesn’t want anyone to think he has a team stylists consulting him. If you want to identify with a style icon, think of a young Arnold Palmer. Or a Davis Love III. Or an Adam Scott.

“Our idea of the customer is based on a person who lives in the city and is fashion-conscious, but is also active,” Velardi says. “He wants to look good and be comfortable, but doesn’t want to look like their dad on the golf course. He wants to wear something that has more attention to detail and especially attention to fit. It’s still rooted in classic American feel, but is modernized.”

The best-selling Highland pant ($108) which combines superior fit with standout performance thanks to a breathable poly fabric has been updated for the season with a new button enclosure, more subtle branding and new colors that include khaki, black, navy, grey, white, stone, sapphire, deep pine and toasted coconut.


The pant comes in two fits: slim and standard. The slim fit is a little narrower overall, noticeably tapered through the leg. The standard fit is far from boxy; it’s actually a little trimmer than the Polo RLX line and features a slit zipper on the bottom of each leg, allowing you to adjust the drape as needed. Both editions of the Highland pant feature a curved waistband that promotes a snug, but comfortable fit. A silicone strip sewn into the waist keeps your shirt from riding up and out of your pants as you’re swinging a club. The pockets, which tend to be a forgotten-about feature for most golf apparel brands, are also well thought out. There’s ample room in both the front and back pockets for stashing scorecards, tees, balls and yardage books.


As good as the pants look (and they look great), they perform even better. The poly stretch fabric allows complete freedom of movement and there’s never any bunching or sagging. They’re the kind of pants you can wash repeatedly, never bother to iron and yet depend on retaining a fresh-off-the-hanger look.

Not to be outdone, Maide also offers a trouser made from premium Italian cotton with a hint of stretch. The Palmetto ($138) is a step up the style ladder. The pants are classically tailored and feature adjustable tabs at the waist in place of belt loops. These pants are more than capable of handling a round of golf. Pair them up with one of Maide’s new fall sweaters that are designed to keep you warm without adding bulk. The Duke of Argyle cotton v-neck ($88) takes an age-old fashion trope and reinterprets it into an understated diamond knit pattern. Maide also offers a slightly more performance-oriented crew-neck they affectionally call the Dew Sweeper ($98) made from a blend of Woolmark Coolmax and extra-fine merino wool.


Velardi loves the challenge of designing active apparel that doesn’t scream golf clothing.

“We have this idea that we like to call stealth tech,” Velardi says. “Our clothing is not overly technical like say the stuff from Puma. Ours are in the fibers — the stuff you can’t see. This way you can still perform but you’re not going to look like you’re wearing really technical clothes.”

Within the new collection, the lifestyle influence is unmistakably imprinted on outerwear. The brand strikes a bold move introducing a navy blazer ($298). It’s a stylish two-button jacket made from 100 percent premium Italian cotton knit piqué that can survive being unceremoniously rolled up in a ball and shoved into a golf bag. It’s a great accessory to have on hand and slip into at a country club or an upscale golfing event.


Maide’s other outerwear piece, a golf vest, is wearable on and off the course. The Wescoe ($168) is Velardi’s favorite item from the new collection and that isn’t surprising. The outside of the vest is a poly shell that is water-resistant and wind-proof. The inner lining is 100 percent cotton. It’s actually pretty warm for a light-weight jacket.

The vest features a packable hood and snap pockets, plus a hidden storage pocket in the back. It’s versatile enough to handle just about anything Mother Nature throws at you this season apart from a good, old-fashioned downpour. From a performance standpoint, The Wescoe is extremely comfortable to wear and swing in a club in. It’s going to make believers out of many golfers who tend to struggle to find a jacket that mimics the comfort of a golf shirt.

“We paid a lot of attention to the shape of the arm-hole so that it gives you a lot of good arm movement and mobility,” Velardi says. “The shoulder point-to-point is pretty narrow so that it doesn’t overhang and get in the way of your swing.”


Maide’s fall collection is available for purchase directly through the Bonobos website. The parent company launched in 2007 as an e-commerce-driven retailer focused on delivering a world-class fit and superior customer service. In 2011, Bonobos expanded its services offline, opening a handful of showrooms called Guideshops where customers could work one-on-one with a stylist to experience the brand in person.

In keeping with the company’s expansion opportunities, Maide can also be purchased on the web at Trendy Golf and Trunk Club. The brand has also developed relationships with New York Golf Center, PGA Tour Superstore and a growing list of exclusive green grass shops including but not limited to Shinnecock Hills, Medalist and Aronimink golf clubs.

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Rusty Cage is a contributing writer for GolfWRX, one of the leading publications online for news, information and resources for the connected golfer. His articles have covered a broad spectrum of topics - equipment and apparel reviews, interviews with industry leaders, analysis of the pro game, and everything in between. Rusty's path into golf has been an unusual one. He took up the game in his late thirties, as suggested by his wife, who thought it might be a good way for her husband to grow closer to her father. The plan worked out a little too well. As his attraction to the game grew, so did his desire to take up writing again after what amounted to 15-year hiatus from sports journalism dating back to college. In spite of spending over a dozen years working in the technology sector as a backend programmer in New York City, Rusty saw an opportunity with GolfWRX and ran with it. A graduate from Boston University with a Bachelor's in journalism, Rusty's long term aspirations are to become one of the game's leading writers, rising to the standard set by modern-day legends like George Peper, Mark Frost and Dan Jenkins. GolfWRX Writer of the Month: August 2014 Fairway Executive Podcast Interview (During this interview I discuss how golf industry professionals can leverage emerging technologies to connect with their audience.)



  1. Sean P

    Nov 17, 2014 at 8:24 am

    Wish we could get this in the UK, looks good.

  2. nikkyd

    Nov 14, 2014 at 11:37 pm

    Wow! My $20 izods shorts from the mens department at jcpenny have green rubbery silicone stuff on the inside of the waistband too! I want to know what brand the big boys like els, mickelson, weekly, dejong wear. That skinny slack look looks terrible on guys like me. And uncomfortable too!

    • nikkyd

      Nov 14, 2014 at 11:40 pm

      I may add also, the best golf outfit i ever did see, was worn by kevin costner in Tin Cup. In the scene where he qualifies for the open. With a 7 iron. Now thats an outfit. Not loud, but nice looking and probably better yet…comfortable

  3. Pat

    Nov 14, 2014 at 5:53 pm

    100+dollars for a pair of trousers??? I’m not rich by any stretch of the imagination but I’m not dirt poor either. Even if I had the money to throw away on this brand I would rather spend it on golf lessons. This proves that golf is definitely for the wealthy and is becoming more out of reach for the “common” man.

  4. Arnold P.

    Nov 14, 2014 at 3:01 pm

    The fit looks a little too much like skinny jeans for me. I’ll stick with my tailor.

  5. Tip o'kneel

    Nov 14, 2014 at 2:33 pm

    A silicone strip SOWN into the waist keeps your shirt from riding up and out of your pants as YOUR swinging a club.

    • Ron R.

      Nov 14, 2014 at 3:00 pm

      You’re. Smartipants.

      • Tip

        Nov 14, 2014 at 3:53 pm

        Look, if I’m going to be subjected to product pushing, then the least you can do is proof your work. If I put this in front of a client, I’d get laughed out of the room.

        Btw…the pants are a nice pick up if you have an opportunity…

  6. Drew R.

    Nov 14, 2014 at 2:11 pm

    I love the Highland pants and maide sweaters. I would prefer if they created some shirts with moisture wicking materials.

  7. Jamie Eck

    Nov 14, 2014 at 1:12 pm

    I just got a pair of these pants and they are great. My favorite part is the material they have around the inside of the waistband. It keeps your shirt tucked in at all times without feeling like it is pulling it down.

  8. AZ Golfman

    Nov 14, 2014 at 11:41 am

    Being 6’5″, its always been hard to find good golf pants that fit well. Once i found out that bonobos sold 36″ inseam, my prayers were answered! i have several pairs of bonobos pants that i wear for work and golf and the fit is very tailored. I get compliments on them all the time.

  9. Peter Kratsios

    Nov 14, 2014 at 10:36 am

    I have been playing golf for 10 years and have never been loyal to a clothing brand before this year. However, that changed when I bought a pair of the Highland pants at the beginning of golf season, and realized how much a quality pair of pants influenced the golf swing. I have several pants and even a few golf shirts from Maide.

    Love what you guys are doing over there, keep it up!

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SST Pure: A deep dive into the technology



Due to the manufacturing process, all golf shafts contain irregularities in straightness, stiffness, and roundness. And depending on how a shaft is aligned, the inconsistencies can adversely affect a shaft’s performance and consistency.

SST PURE was developed as a solution to this problem.

In simplest terms, the SST PURE (stands for it stands for Plane of Uniform REpeatability) process finds a shaft’s most stable orientation to minimizing twisting and off-line bending during the swing. This results in longer, straighter ball flight and more consistent performance in all PUREd shafts. Subjectively, PUREd shafts are often described as feeling “softer” than their non-PUREd counterparts.

For more background on SST PURE and PUREing on tour, we talked with SST founder Dick Weiss, independent rep Scott Garrison, who has the only SST Pure machine on a tour truck, and rep Arnie Cunningham.

Here’s what they had to say.

SST founder Dick Weiss

GolfWRX: Give us a 101-level overview of SST PUREing.

DW: What we do at SST is we analyze the irregularities in a shaft and based on various algorithms, various mathematic formulas, determine which is most asymmetric. Which is the one that’s causing the shaft to bend and twist out of line at impact and also in the first load – the transition between backswing and downswing, there’s a lot of movement in there also. What we do is identify that and mark it so it can be assembled into the club head.

It’s a technological development. It’s come about because we have computers today to do this. We don’t do it by eyeball. The computer doesn’t care who’s going to play it, what level of skill they have, what the material composition is of a shaft, who made it, what kind of ball you’re going to hit. That’s not what we do. What we are saying is we want to analyze a shaft to get it to perform to the best of its ability. You can take a shaft based upon irregularities in it – because shafts are not round or straight.

If you take any shaft and roll it on a table like a pool cue, you’ll see 90% of the time they’ll bounce along because they’re not round. There’s high points and low points, thicker and thinner areas. All we want to do is locate that and say, “Let’s make it work as an asset, let’s make it work as a support for a shaft so they don’t torque out or twist out at impact.”

GolfWRX: Can you give us a brief overview of exactly what goes on in the SST PUREing process?

DW: Sure. In the PUREing process, there’s approximately fifty-six steps you have to take assuming you do what we call a retro-PURE. There’s two ways to PURE. One is if you take a brand new head, a brand new shaft, PURE the shaft and assemble it into a head – that’s a brand new club. The second way would be what we call a retro-PURE. One is we take apart an existing club, keep the shaft, take the grip off, peel the tape off underneath the grip. We use our Weiss-Gibson Ultimate Extractor, we cut the ferrule off. We remove the shaft. We drill out the old epoxy in the head and acetone the head down. We then drill out any old epoxy that may be in the tip of the club. We turn down and clean the outside tip of the club if there’s any epoxy or residue from the epoxy itself where the ferrule may have been. We then go ahead and PURE the shaft. We come back and fit a ferrule, reassemble the club. We use a fast dry epoxy with shafting beads in it.

GolfWRX: Now what would you say to those who don’t believe in the SST PUREing process?

DW: In any technology, people question it which is good. People still don’t think the Earth is round. I think if they are honest with themselves – forget about Dick Weiss and SST as an entity. If they’re honest with themselves and they know anything about clubs whether they make them in their garage or professionally, they have to be able to tell that shafts can not perform the same just randomly or haphazardly assembled. Each shaft has its idiosyncrasies.

So I say for the ones that don’t believe in it, do a test yourself without any type of process. Take a club out, hit it, bring it back in, try to stay off the quadrants, 90 degrees left, 180, another 90, that’s not the way to do it. Move it 30 degrees to the left or right. Put it back in and go hit it. Flip the plane upside down, put it back in, and go hit it.

We’ve started doing a lot of internal testing is because everyone says, “Let us see some independent testing.” We said okay and did it. We took the tour van and five workers with us. We used clubs I hadn’t seen. They came from tour. We didn’t look for asymmetric products. We just took what was there, new shafts, new heads, some of the heads I’ve never seen before. It doesn’t make any difference. We’re happy to subject it to any tests.

Scott E Garrison

“Studies have shown the irregularities in shafts, and that causes offline shots. If you play pool at a bar, you’re going to take the straightest queue.”

GolfWRX: How do you showcase the benefits of SST PUREing when players visit your truck?

SEG: When I have a player in the truck, and I do a quick demonstration and put a shaft in the machine, within two minutes, they’re in…they’re hooked.

All the OEMs, they’re seeing their players want this done, so we’re PUREing up shafts and getting them back to [their trucks] so they can build PUREd clubs for their players.

GolfWRX: What performance examples can you give us where a player PUREd his shafts and saw tremendous improvement?

SEG: It was about seven years ago when I just finished re-gripping Ben Martin’s putter with a SuperStroke grip. As he was leaving, I asked him if he had ever had his clubs PUREd. He said, “No, but I had heard about it and was curious.” I showed him a set I was in the middle of PUREing and he was sold. It was Monday morning, the week of the RBC Heritage and it was pouring. He said to PURE his entire set. That’s what I did Monday afternoon. I ripped his gamers apart and PUREd the shafts and put them back together (a retro-PURE). He was leading the tournament, he shot a career-low round and finished third. He told me later how much better his mis-hits were.

Arnie Cunningham

GolfWRX: What’s the most obvious benefit of PUREing?

AC: It’s about dispersion patterns. Until a person can really dive deep into the numbers—and we’ve done it throughout the years at Golf Laboratories and its proved over and over that the dispersion pattern is better PUREd vs not.

GolfWRX: Are there any misconceptions about PUREing?

AC: Detractors might be looking for some miracle feel, but really, it’s about the dispersion and an improvement on the already good technology in shafts.

GolfWRX: Tell us about the USGA restrictions on PUREing.

AC: You’re stabilizing the golf shaft. You’re putting it in the best playing position possible. If you PURE a shaft, by USGA rules, you can not turn that shaft to allow for a draw or a cut. Just that rule tells me they know it works because they’ve tested and they’ve seen the difference in performance.

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Coolest thing for sale in the GolfWRX Classifieds (06/11/21): The Buck Club paint splash scorecard holder



At GolfWRX, we love golf, plain and simple.

We are a community of like-minded individuals that all experience and express our enjoyment of the game in many ways. It’s that sense of community that drives day-to-day interactions in the forums on topics that range from best driver to what marker you use to mark your ball. It even allows us to share another thing we all love – buy and selling equipment.

Currently, in our GolfWRX buy/sell/trade (BST) forum, there is a listing for a The Buck Club paint splash scorecard holder ($125).

From the seller (@taylorhat): “The Buck Club paint splash scorecard holder from the valspar. This is a really neat piece, though I just don’t use it to justify keeping it.  $125”

To check out the full listing in our BST forum, head through the link: The Buck Club paint splash scorecard holder.

This is the most impressive current listing from the GolfWRX BST, and if you are curious about the rules to participate in the BST Forum you can check them out here: GolfWRX BST Rules

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Reason not to play multiple hybrids? – GolfWRXers discuss



In our forums, our members have been discussing whether players should have a variety of hybrids in the bag. WRXer ‘Jetandollie’ kicks off the thread asking is there a reason not to play multiple hybrids and wonders whether we’ll get to a point where a 6-iron is the shortest iron in the bag for a player:

“Now that companies (Ping, PXG, Mizuno, Titleist) are making hybrids up to 28-34* with several shaft options is there a reason that the majority of us should not be playing them to as high a loft as we can find? 

All of the review videos and numbers always show that they go higher, land at a steeper descent angle and are significantly more forgiving and consistent than irons. 

I get that the main point of rebuttal is too high of a ball flight and playing in a windy location, but over the course of 60-80 rounds per year (1500-2000 long/midiron shots) will the shots saved from the forgiveness and higher launch/steeper decent not outweigh the iron mishits or shots lost in the wind? 

Will we get to the point with the way tech in clubs is progressing that the norm will be hybrids to the 6 or 7 iron in most bags?”

And our members have been weighing in on the topic in our forums.

Here are a few posts from the thread, but make sure to check out the entire discussion and have your say at the link below.

  • MPAndreassi: “Cleveland has been trying to do this for at least a decade now. I don’t think it’ll ever catch on.”
  • cpang05: “Price. For the average guy I see at the muni, starting with a 4H, 5H, then 6i seems really popular. But those hybrids are half the cost of a full set of irons.”
  • Clubhoe: “Workability. Will continue for as long as I’m able to hit them. Will go to utilities next, then hybrids after that.”
  • Mattm97: “I hit my irons better than hybrid. I think it depends on the person, their game and usage. I have a 3H, and I honestly don’t use it a ton except for certain situations.”

Entire Thread: “Reason not to play multiple hybrids?”

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