For apparel, looks still matter, but performance now key

The buzzword in golf apparel these days: performance.

Although style, comfort and fashion are still key terms in relation to what we wear while playing golf, performance has soared to the forefront.

Adidas TechFit shirt

"With the fabrics, materials and technology now available, more emphasis is being placed on how clothes wear while you are playing, along with how they look," said Ralph Dunning, a Canadian-based designer and owner of high-tech golf apparel firm Dunning Golf. "Looks are still very, very important, but performance is just as important a consideration now."

Can shirts, slacks, blouses and skirts actually help golfers play better? A lot of apparel companies, and their designers, say "yes."

"Thermal regulation, moisture wicking, wind-deflecting ... these are all important factors that can affect play," said Jim Keenan, marketing director at Ahead, which not only makes golf apparel but also offers what it calls "performance" headwear. "Controlling the elements-- whether it's excessive heat, cold, wind, rain -- is definitely key when you play golf. Staying dry, staying cool, these are the considerations manufacturers are taking into account when designing and developing golf wear that will 'perform.'"

Golf apparel has become one of the most competitive segments in the industry, even more so than balls and perhaps clubs. At the most recent PGA Merchandise Show in January in Orlando, Fla., nearly a third of the one million square feet of exhibit space was occupied by companies selling apparel. Among the manufacturers were companies with athletic origins, such as Nike, Puma and Adidas, and others with fashion backgrounds, such as J.Lindeberg, Bobby Jones Sportswear and Polo Ralph Lauren, are now eyeing the golf crowd. There are also dozens of companies that touch many bases on and off the course, such as Fairway & Greene, Cutter & Buck, Greg Norman Collection, Bette & Court, Lily, Ashworth, Callaway, Sunice, Sunderland, ProQuip, FootJoy, Lija and Nancy Lopez Golf.

"Golf shops are expanding. They are carrying more than just golf apparel, to include off-course collections that work well with golf collections," said Teri Schleifer, vice president of product design at Fairway & Greene. For instance, F&G not only offers quality shirts, slacks, sweaters, vests and more for playing golf, it also has a wide array of blazers, car coats and men's neckwear and in the fall will be offering an assortment of cashmere sweaters in 25 colors.

Here's a selected look at some of the latest in golf apparel for spring and summer 2008.

adidas: Among the most interesting and technologically advanced golf apparel products introduced for 2008 is adidas’ TechFit PowerWeb line of shirts and shorts. The products are an extrapolation from adidas’ track and field TechFit collection. The distinctive-looking golf pieces, meant to be worn under regular golfwear, feature a series of thermoplastic urethane (TPU) bands pressed onto the apparel. The bands are anchored at key points, such as around the waist, upper shoulder, upper legs, and are designed to work in unison with muscles. When an athlete moves, one set of muscles contracts while an opposite set extends, with the bands mimicking the motions. "The bands provide advanced compression, creating more awareness of posture and core stability,” said Patricia Dahan, adidas’ global apparel director. “This is a new, revolutionary category in golf.” Outfitted with sport specific ventilation and made of 75 percent nylon and 25 percent spandex, suggested retail prices for TechFit PowerWeb apparel are $70 each for short sleeve crew pullover or shorts, and $75 for the long sleeve mock.

Ahead: "The foundation of Ahead's 2008 men's Authentics line is performance," said Keenan. Two styles in the collection are Quick Dry Performance Poly Polos and Mercerized Performance Polos. The Quick Dry shirts feature moisture-wicking attributes to keep the garment cool and dry, plus an odor protection finish to keep it fresh. The Mercerized shirts are 100 percent cotton, with a moisture wicking finish. Both types come in solid and striped color combinations. List prices range from $55 to $110.

Sun Mountain: A specialist in golf outerwear, along with accessories, the company has introduced a RainFlex collection for men and women in 2008. The lineup includes jackets, slacks, vests and long and short sleeve pullovers. The short sleeve pullover, for example, features a RainShield fabric protector, locking zipper pulls, waterproof side pockets, inside chest pocket, tricot liner, shock cord waist, stand-up collar and two-year warranty. Suggested retail prices in the collection range from $100 to $215 for the HD (heavy duty) styles.

Fairway & Greene: With a well-deserved reputation for shirts that have a great look and feel and are ultra comfortable during play, F&G is vastly expanding its pallet of colors for 2008. The Lakeside Pureformance roster offers open sleeves, knit collars and a wide variety of solids and varied stripe patterns. Basic colors include blue, raspberry, apple green, aqua, black and white. List prices for the shirts run $74 to $84.

Puma: Talk about bright colors. Puma's spring/summer lineup is loaded with solids, stripes and modern graphic designs. One notable style is the Golf Graphic Pique Polo, made of 65 percent cotton and 35 percent polyester with a wicking finish. Color schemes include white, black and fluo green. Suggested retail price is $60 per shirt.