This collection was designed specifically to crossover from performance activewear to dressier sportswear that can be worn outside of the gym (or off the golf course). Called ATHLEISURE, this trend is still popular since comfort is paramount and customers want the convenience of garments that serve more than one purpose. Intended to be more than just another golf brand, we drew inspiration from Athletic brands, Sportswear brands, and upscale Fashion brands.
ATHLEISURE FABRICS: Fabric technology keeps getting better and this allows performance features to be added to garments without the usual dry and "plastic" feel of traditional athletic garments. For this collection, the fabrics create interesting textures using matte/shiny satin stretch-wovens, brushed buttery-soft knits, and layered/ruched detailing that is flattering and has a luxurious feel.
MERCHANDISE ASSORTMENT: In addition to larger scale views of each style, we created a board to show how the garments and color palette work together as a cohesive collection. This helped us narrow down the colorways and provided a visual for merchandisers.
FABRIC STORY: To save on cost, we broke this collection into a limited number of fabric stories with similar fabric qualities in different weights. This ensured the quality would be consistent and we could meet our target costs.
