There’s a famous quote newlyweds must manage through: “The honeymoon phase always ends, for everyone.”
You get off to a quick start because all is new. Then life settles into a routine. How do you spice up the marriage when the excitement of the big day and fireworks immediately afterward risk fading?
Premium golf brands are no different than spousal relationships.
Let’s examine two hot sellers, LOHLA SPORT and Whiskers, which have passed the 18- and nine- month marks of existence, respectively, with love from the golf marketplace like it’s day one.
LOHLA SPORT continues to thrill the ladies golf market since debuting in January 2021. Its current, autumn-winter “Winter Wonderlands” collection of top-echelon golf-lifestyle apparel has exceeded projections by more than 100%. The product line-up of tops, bottoms, skorts and outerwear – revered for European designs with L.A. flair – takes the names of four-seasons destinations known for converging swanky fashion and active lifestyles: Lake Tahoe, Vail, Park City, Stowe and Aspen.
“Moods inherently shift as summer rolls into autumn and winter,” says Lisa O’Hurley, Founder and CEO of LOHLA SPORT. “Our fashionable, stylish, playful and classy outfits are designed to make ladies feel confidently good about themselves in season-appropriate ways.”
Also impressive are golf shops’ inventory turns of LOHLA SPORT’s spring-summer “The Streets of Los Angeles” collection that’s eclipsed forecasts by more than 200%.
Brand staples include the universal The Very Pant, a four-pocket bottom with four-way stretch. The Golf Fitness Pant is worn stand-alone (akin to a workout tight) or under skorts in the fall for added warmth and décor, and is purposely thicker, becoming the perfect golf-yoga pant. Both styles satisfy country club dress codes.
LOHLA SPORT’s colorful, fun and resort-sporty styles come in sizes XXS to XXL. Cuts are flattering yet not overtly sexy, made of fine-quality fabrics sourced worldwide and optimize athletic movements. Its comfortable-chic, made-for-play aesthetic is attracting a massive following as the company creates a “Golfleisure” movement akin to Lululemon and the “Athleisure” craze.
ESPN, Forbes, Golf Digest, GOLF Magazine, Golfweek, NBC Sports and others praised the brand’s refreshing looks as well as designers O’Hurley and London-based Paul Rees, formerly of Burberry and Aquascutum fame.
In late 2021, Whiskers launched its premium golf-specific shoelaces, sold a la carte, for men and women. Immediately, online and pro shop sales were robust. Furthermore, golf courses, country clubs and resorts include Whiskers laces as gifts for tournament and outing participation as well as member appreciation campaigns.
Not to be outdone, PGA and LPGA Tour players, including major winners and Ryder Cup team members, dress up their shoes with Whiskers laces weekly.
Golfers match Whiskers laces with colors and patterns of their shirts, hats, belts and shoes. Re-lacing often takes less than three minutes and fit seamlessly into FootJoy, adidas, ECCO, Nike and other golf shoe brands. Laces are crafted with ultra-durable poly-nylon tech weave and high-grade aglets. They come in more than 70 colors and multiple styles, shapes and lengths.
“From the get-go, it’s been like wildfire that golfers are matching laces, adding subtle pop to the color of their attire every round or two,” says Kyle Groth, CEO of Whiskers. “Golfers are finding that changing laces is easy, fun and allows them to show some refined self-expression.”
In addition to golf laces, Whiskers designs and manufactures laces specifically for dress and casual shoes, sneakers and boots. It is re-imagining a category long overlooked for decades yet is now an essential part of premium wardrobes. After all, personalizing and sprucing up shoes in fashionable and cool ways mirror today’s “individualism” frenzy
Retailers and online shoppers find Whiskers’ upscale, eye-catching packaging of colorful laces on sustainable, wooden spools extremely attractive. Whiskers is an affordable luxury at $15 for one pair, $40 for a set of three and $60 for a set of five. The company recently released a bevy of socks in colors and designs matching the laces.