July 30, 2018
- Charley Hoffman hits a tee shot during the World Golf Championships-Dell Match Play. (Gregory Shamus/Getty Images)
Take a look at Greg Norman Collection and you will see a modern movement in the brand’s design. The evolution is evident in the Foreward Series. It is visible in the Modern Heritage Collection. And, it is apparent in the new direction of the Women’s Collection. Thanks to its high-tech fabrics, Greg Norman Collection has always been a popular choice for golfers on the course. Now, with this new, contemporary design philosophy, the brand is helping golfers to look sharp in other parts of their lives, too.
At the forefront of the brand’s modern movement is the new Foreward Series which fuses cutting-edge technology with a comfortable feel. The technical qualities of the pieces in the Foreward Series provide the performance needed to go 18 holes and the versatility to transition to a casual night on the town.
Slip on a polo from the Foreward Series and you will feel a softness usually reserved for a well broken-in shirt. This comfortable feel comes from a fiber called Tencel. Derived from the cellulose found in wood pulp, Tencel is said to be the softest fabric in the world. Combining it with Polyester and Elastane as Greg Norman Collection has done, creates a perfect cocktail of feel and performance. Since Tencel loves water, it absorbs 50% more sweat than cotton. On the flip side, Polyester resists moisture. When blended together, the Tencel absorbs sweat and the Poly helps to transport it away from the body.
In addition to the polos, the Foreward Series includes everything from chinos and shorts to t-shirts and lightweight sweaters. Available in an array of colors, the bottoms offer a modern take on classic chino-style pants and shorts. Whether strolling sandy beaches or blasting out of a sandy bunker, the touch of Spandex provides just the right amount of stretch. From a style standpoint, the muted hues are easy to wear and the modern fits provide well-tailored looks.
Modern Heritage Collection
Over the years, golf fashion has been influenced by many of the most popular trends in mainstream fashion. However, with today’s active lifestyles, the mainstream is now being influenced by golf. Many of the technical and comfort features golfers have become accustomed to on the course are now making their way to the menswear scene.
Given the brand’s expertise in technical fabrics, it is no surprise to see that Greg Norman Collection has launched an active sportswear line. The Modern Heritage Collection mixes performance blends with a contemporary urban aesthetic. The range of sport shirts, polos, sweaters, and outerwear, works as hard as you do and easily transitions to different settings throughout the day. Busy executives will likely gravitate towards the range of wovens. Fabricated from a Poly/Spandex blend, these shirts are sophisticated enough for the corner office and technical enough for an early evening round on the course.
Greg Norman Collection on the PGA TOUR
To complement Greg Norman Collection’s new design attitude is a new crop of brand ambassadors. The brand’s biggest signing for the season has been 4-time TOUR winner Charley Hoffman.
In the past, Hoffman favored a neutral black and grey color palette and used his signature green glove and hat as accent pieces. Since his move to Greg Norman Collection, he has embraced a more vibrant range of colors with energetic pinks, jade greens, sea glass and Caribbean blues. As a result, his outfits have a certain crispness and freshness to them. One of Hoffman’s go-to pieces has been the Foreward Series Heathered Polo. The relaxed look, soft feel, and cotton-like texture of this polo are perfect fits for his casual Southern California vibe.
In addition to Hoffman, Greg Norman Collection recently inked a deal with Anirban Lahiri. Known for wearing explosive colors and technical fabrics well, we can look forward to seeing Lahiri in the brand’s ML75 performance pieces and vibrant corals, purples, blues, and greens.
Joining Hoffman and Lahiri on Team Shark are PGA TOUR player Jon Curran and PGA TOUR Champions players Scott McCarron and Stephen Ames.