Few companies represent the word golf better than Ashworth apparel. Every year more and more companies debut golf clothes and yet one thing remains constant. Ashworth is still King! This year it seems as though Ashworth has shifted its focus from the conservative and traditional approach that has made them famous. In the past The Hackers Paradise has always felt as though they were a little too conservative for our tastes. We got a preview of what is coming in 09 and we were thrilled with what we saw.
The design and merchandising philosophy of Ashworth’s Spring/Summer 2009 collection is based on seven principles.
1. Form follows function
2. Commitment to quality
3. Innovative fabrics
4. Attention to detail
5. Comfortable fit
6. Interesting and wearable color combos
7. Inspirational visual vocabulary
The men’s knot collection for Spring/Summer 2009 consists of four parts. The first part is designed for a more classic look using an innovative state-of-the-art process that created a funtional luxury aspect to the line that Ashworth refers to as HiDef cotton. These easy-care shirts, an alternative to the hard-to-care-for double mercerized look, are super soft, light and comfortable with no-curl colors, and they don’t shrink or wrinkle.
The second part of the men’s collection is what Ashworth refers to as its Third Groove Performance, where the most innovative blends of pima cotton and polyester are combined to create the ultimate performance and comfort moisture-wicking garment that also is breathable, lightweight, snagless and odorless. The styling is slightly more innovative and features a more modern Ashworth Golf Company heat-transfer label.
The third and fourth parts of the men’s collection are capsule sub-brands directed to supplement the Ashworth Golf Company merchandise mix with fresh looks for the company’s ever-expanding golf community.
ASHW 33 is directed toward a younger mindset. Made with performance fabrics, the unique graphic elements and stitching details create a subtle avant garde look with a “mod fit,” slimmer by one size than Ashworth’s classic fit. The line reflects the company’s deep respect for the innate style of the game.
Ashworth Organics is golf gear designed and crafted out of 100 percent organic cotton or sustainable, recyclable materials. For the game, for the planet, the Ashworth Organics is for everyone who is interested and onboard with the green initiative.
As our readers know, I have gone away from Ashworth in the last couple of years. This preview to the new Spring 2009 line will probably bring me back. I still prefer the European cut of shirts, but the stylings of the “New Ashworth” are as good as we have seen out of this company in quite some time. I think it is definitely worth keeping your eye on come spring. For more information check out Ashworth.
Till Next time
Josh B.
