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Clothing Designers Find Opportunities In Golf Wear Market

Marks and Spencer Style Dir Belinda Earl, one of the most powerful women in British fashion, plays golf, "and in this pursuit dresses for all the unpredictabilities of the course," according to Andrea Felsted of the FINANCIAL TIMES. Earl said, "Golf brings out a whole new opportunity." Golf fashion "has evolved over the years to have its own distinctive style." Knickerbockers or plus fours and long socks "were a hallmark of the game in the first half of the 20th century." In the '70s and '80s "the sport became known for its distinctive colour palette, as players of the time embraced the most vivid hues." Designers "are rediscovering the sport as a place where fashion and functionality can meet." Swedish designer J. Lindeberg "has a golf range that is popular among players." Ralph Lauren and Hugo Boss "offer golf lines." Ralph Lauren "is a patron and official outfitter of The Open Championship and has a retail presence at the tournament." Hugo Boss "has had a golfing range" -- Boss Green -- since '97. A number of specialist retailers "have sprung up, such as online boutique Trendy Golf, which sells designer golf wear." John Andrew, the professional golfer who founded Direct Golf UK in '91, said that "the mainstream golf wear offered by the sports brands has become more stylish." Andrew said, "You would not be seen in a golf shirt going out for a meal in a million years, 10 years ago, but you could wear a golf shirt now to go out for a meal, and not feel ridiculous." Retail consultants Conlumino said that "golf has been affected more than other sporting categories during the downturn" (FT, 9/19).

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