Scott Mahoney (Peter Millar): Performance products dominate our sales, but there’s a luxury element to them—the finishes and the blends that we use…. full details below 👇

What are some of the details you and your customers connect on?

Scott Mahoney (Peter Millar): Performance products dominate our sales, but there’s a luxury element to them—the finishes and the blends that we use. Luxury is not price. It’s finding the finest fabrics and incorporating them into your line: how you source it, how you design it, how you style it, how you shape it and the buttons and trims you use. It’s all part of it.

Alex Holderness (Holderness & Bourne): The people who buy our brand, for the most part, are not chasing fashion. That probably describes most golfers. Even on the younger side, we see guys who care about tradition, the decorum of the game and looking appropriate for it. They’re not trying to make a big statement. They just want to have something that fits well and performs. The audience we cater to inclines toward classic style.

David Lauren: There’s such tradition in golf, but it’s still a game, and it’s fun, and that’s reflected in what you want to wear. Our iconic polo has always been a canvas to experiment with pattern, color and construction like bold florals, vibrant colors, crazy prints and classic patterns. We have a team of artists who hand paint our new patterns for every season, and recently we’ve been exploring how smaller-scale prints can impact wearability. We’ll always have a few bold, large-scale prints for golfers who love to make a statement. It’s about self-expression.

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John O’Donnell: When I started Johnnie-O, our four-button polo with the left chest pocket was all cotton. The designers came in and said, “We need to go 95 percent cotton, 5 percent spandex.” It’s great because it washes and doesn’t wrinkle as much, but now I have guys beating on my door saying, “Will you bring back the 100-percent cotton shirt?” It’s not a secret I want to bring it back. I still like it, too! It gets kind of grungy, and you wear it to get a cup of coffee, and it looks worn. Maybe sometimes wrinkles are kind of cool!

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