Asher golf gloves full of flair
Friday, January 29, 2010
ORLANDO, Fla. – If you think it was tough growing up with the last name Wildman, then you haven’t even considered how tough it was with the first name Asher. Think about this for a moment: Every time you travel or go to an amusement park of some sort, they have gifts with your name on them. A coffee mug from Disney that says Bill. A key chain from the London Tower that says Jane. Never when I was looking for one of those gifts did I ever see the name Asher.
Every vacation I went on, I would anxiously go straight for the gifts-with-your-name-on-it section of the store, hoping to see mine. Unfortunately, the names typically go from Arnold to Atwal, omitting me entirely.
Today at the PGA Merchandise Show, my name-finding moment finally happened. While perusing row 3,900, I walked by a company named Asher. Naturally, I had to know more.
The name belonged to James Roundy and Samson Lloyd, who started their own golf glove company. What makes these guys unique is that their gloves are anything but plain. They currently have four different styles: the Birdy, Camo, Death Grip and Eye Candy. Each glove has a uniquely-designed exterior for a different type of personality, and they are made with Cabretta Leather, have a 3-way cooling system and will last for about 10 rounds of golf.
“The golf glove these days is very homogeneous, like wheat and corn,” Roundy said. “We want to show that there are small companies out there that are creative for younger people.”
My favorite was the Death Grip because the exterior of the glove is the skeleton of a hand. It honestly looked like the gloves a Raiders fan would wear to the “Black Hole” on a Sunday afternoon.
Roundy and Samson’s story is quite interesting. The two friends dropped out of the University of Utah Law School because, as Samson puts it, “It wasn’t for me. It was boring work in the hell of a cubicle reading files – wasn’t all I had envisioned it to be.”
For owner and founder Roundy, the company was born because he wanted to start making money right away and law school didn’t seem like the right thing for him, either.
After I picked their brains some more, I had to know how they came up with the name Asher.
“We started brainstorming and writing names down,” Roundy said. “I looked up on Wikipedia the Old Testament story of Joseph trying to find interesting names. I noticed one of the brothers’ names was Asher, and boom, it caught my eye.”
I can assure you that was not the way my parents named me (simply because there was no Wikipedia in 1983).
I also liked the way they described my name – I mean, “our” name – as classic sounding. Roundy and Lloyd did not want to name their company something loud because the glove already was loud enough.
“The name had to be appealing for the loud glove,” Roundy said.
According to Lloyd, the director of sales and marketing for Asher, the young company has big plans for the future. They hope that soon Asher will be in retail golf shops across the country, and that they will eventually come out with an apparel line for younger generations.
The start-up company is calling the PGA Show their official launch party, and I hope to see my name as the only name on a golf glove for years to come. After all, if everyone else has mugs, key chains and plates, why can’t I have a glove?
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