Fashion Insider: What Ashworth has in the works
By Man In The Black Hat
Just when you thought it was safe to sneak in a quick nine in that tattoo-inspired 'polo' shirt, The Man In The Black Hat returns from hibernation this week to bring you a much needed TOUR style update. Since our last update in April, additional evidence of the importance golf fashion plays on the PGA TOUR has come to light.
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As a prime example, we turn to what was the most talked about fashion event since the Masters -- Bubba Watson's camouflage trousers at Congressional. No one pair of pants in recent memory has generated as much social media banter as these managed, with the look polarizing the opinions of self-anointed golf stylists and regular joes (there's a difference?) everywhere.
What cannot be disputed is that the buzz Bubba's distinct military look generated was of fantastic benefit to the charity it supported. Bubba's clothier, Travis Mathew, crowdsourced a polo design from its fan base to raise money for Birdies for the Brave, the military outreach initiative proudly supported by the PGA TOUR.
Meanwhile, over at Ashworth, the longstanding brand associated with laid back 1992 Masters champion Fred Couples, has made an interesting, if not decidedly more subtle tweak to how they approach golf style. Ashworth went beyond the rack this spring to select stylist Mahjuba Levine, aka Mahjuba, to oversee the execution of how the brand dresses its top men.
The inside story on Mahjuba's role at Ashworth reveals that apparel scripting exercises are not based solely on color palettes and marketing marching orders.
Black Hat: In your role as the Ashworth Wardrobe Stylist, what is your mandate?
Mahjuba: My role with Ashworth is to help men feel good and confident about their wardrobe choices. I want the Ashworth man to have a good sense of what's hot, how to pull it off and stay current. My style tips will have men looking fabulous on and off the course.
Black Hat: When working with guys like Ryan Palmer, Fred Couples, and Sean O'Hair, how much does personality play a role in how each of them are scripted?
Mahjuba: Personal style along with personality plays a large role when scripting. We want our players to feel comfortable and confident on the course.
Black Hat: Are there any particular pieces or trends in the 2011 Ashworth collection we should keep our eye on, and integrate into our wardrobe?
Mahjuba: I love the new look of our classic polo shirt. Ashworth has taken this staple and modernized the fit to make it current. It's a must have staple in every man's wardrobe. With an array of color choices, you can't have just one. My personal favorite is the pocket polo with a detail touch of style on the right chest -- this piece is perfect to wear to the course and then to dinner, a fashionable update to the polo. This detail combined with the self collar keeps the shirt looking fresh for hours. And as for bottoms; fashion shorts are hot for summer making it easy to throw on a polo and still look modern on the golf course without even having to try that hard!
Black Hat: Technical material in golf apparel has both advantages and disadvantages. How does Ashworth find the right balance?
Mahjuba: Well, I feel I am lucky to get this question; Ashworth has always been a cotton-based brand which gives them that nice touch, but with the way a man's body works on the golf course, we feel it is necessary to have tech in our fabrics. We are moving into styles of blended fabrics- pima cotton and poly, making our EZ-TECH fabric for the serious golfer.
Black Hat: If there was one common mistake you see guys making on the golf course, what would it be?
Mahjuba: Over-sized clothes! We have to step away from the idea that loose clothes look better. Even on a larger guy, a shirt that fits a little bit more snug will have a more flattering look. I don't mean tight skinny jeans or shirts you can't move in. Clothes should not look like they are wearing you but you are wearing them.
Black Hat: For many years, men have turned to golf brands like Ashworth for off-the-course wardrobe solutions, as they seem particularly well-suited for modern office environments. That said, how do we avoid having our bosses think that we're constantly trying to sneak out for an early tee time?
Mahjuba: If you are an authentic golfer, the course never leaves you. Golf fashion has become a lifestyle choice. If you are consistent in your wardrobe choices, then it will be part of your personal style leaving your boss to never think twice.
Black Hat Ticker
• Graham DeLaet commented on Kyle Stanley's duds via Twitter on Sunday: "Is Kyle Stanley related to Zach Johnson? Same clothes, hat, shoes, clubs, glasses, and sponsor. #cute." Close, but after spending years in Dunning, Johnson began wearing Iliac Golf this year, while Stanley is Dunning's man on TOUR in 2011. It's easy to see why DeLaet couldn't tell the difference, as the cuts in the athletic lines characteristic of both brands are very similar. Look to Iliac's flair for distinctive collars and plackets, which set this new brand apart.
• Just as he wore all white every day at Augusta, Bubba wore the aforementioned camouflage trousers and a military-inspired polo for all four rounds at Congressional.
• Ashworth and FootJoy have both joined the alternative shoe revolution. Ashworth has an on-course shoe with a hybrid sole on offer in the Cardiff, and compliments it with a selection of lifestyle kicks one can deploy for various off-course ventures, while FootJoy's FJ Street have a definite nostalgic look that should prove popular.
• Still with FootJoy, The Man In the Black Hat had a sneak peek at the full FootJoy apparel lineup that will be gracing the shelves of pro shops across North America come 2012. Three-time John Deere Classic winner Steve Stricker has been wearing the new FJ prototypes for much of this season, so keep your eye on him for hints at what's to come. The appropriate words describing FootJoy's efforts here are extensive and impressive.
• With all the attention made to what the guys are wearing on tour, here's a resource that will tell you who's wearing what brand, and another that keeps track of British Open apparel scripts.
• Special edition golf shoes for the majors have quickly become a tradition, and, once again, Nike is offering a special edition of the Lunar Control, and TRUE Linkswear is doing up a red-on-white edition of their TRUE Tours, a color scheme that will double as an option for the RBC Canadian Open, which follows the week after The Open. Both will be available for a limited time, beginning later this week.
• Fred Couples' association with Ashworth didn't stop the captain from selecting Peter Millar as official apparel supplier to the 2011 United States Presidents Cup Team. "I wanted the players to have great quality clothing and to look sharp for our events. Peter Millar was able to put together all of our pieces that we needed and will represent our team well in Australia," said Couples.
• Tommy Hilfiger was once pretty big in the golf scene, outfitting the likes of David Duval back in the day, who shot a 59 wearing the brand. News comes that the Fletcher Lesuire Group based out of Montreal will now market a golf line under the All-American brand name.
• Ashworth's Mahjuba recently extended her reach beyond consulting for PGA TOUR staff, performing a style reset on a legendary range rat who somewhat echoes the myth of George Plimpton's fireballing Sidd Finch.
Speaking of someone in need of styling help, if Paul Goydos is up for it, I'm available. Just sayin'.
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