If you are the golfer that isn’t quite ready for the crazy fairway fashion scene just yet, I think we found a way for you to add a little flavor to your wardrobe and your game – Hollas. We chatted with partner of Second Skin and Hollas Garment Company’s Don Nichols to get the scoop on how to perfect fashion and balance on the course.
Tell us a little bit about yourself and your role at Second Skin/Hollas.
I’ve been in the golf business for 16 years. I started as a sales representative for Second Skin and later became a sales manager. In 2003, I formed Hollas to offer the perfect blend of function, fit and fashion. At that time, there was very little technical wear available that we felt met the criteria necessary for the market. The fashionable brands out of Europe fit too small and the North American brands were too sporty. We brought Hollas to market as a more balanced brand.
Not many people have heard much about the Hollas brand and what it has to offer.What are your strategies going to be moving forward in getting the word out on the street?
We have really focused on the key golf markets in the U.S. where we have been able to employ sales representatives who have the right relationships for our brands with the leading on-course golf shops and resorts. Our focus is on the top accounts in these key regions: The Southwest, Florida, Carolinas and the northeast – where we are supporting those shops that pay attention to merchandising and want to offer a unique brand to their members.
Speaking of getting the word out – how has the brand been received in the U.S. vs. Canada?
Both the Second Skin and Hollas brands have been very well received. We have opened more than 160 accounts in our first season, including recognized names like Bighorn Golf Club, Whisper Rock, The Madison Club, Bandon Dunes and Circling Raven. And, at the recent PGA Merchandise Show, we had tremendous interest.
Tell us about the players currently on the roster.
We have a great roster of players who really reflect the quality of our brands. Jon Mills is an original member of the Hollas team. Bryce Molder is in his second year representing our brands. They are joined by Jason Bohn and Matt McQuillan, the first Canadian to make it through all stages of Tour qualifying in more than a decade.
Do you have anyone else lined up? If so, can you tell us who?
We are always talking to players but don’t have any new relationships to report on at this time.
Are there any players/celebrities that you dream of representing the brand someday?
I really like to see our product on anyone. The true acceptance of our product comes from the consumer purchasing it at retail.
Tell us some new and exciting things we can expect from the brand this coming season?
We are really excited to add merino wool into our fall Hollas collection. This fabric is really unique to the golf segment but is really perfect in that it keeps you cool when it’s warm and warm when it’s cool. Both new styles – a v-neck sweater and a zip pullover – captured the attention of buyers at the PGA Show.
What about Women’s fashion? What are your thoughts on this and when will Hollas give us some pretty pinks?
While a lot of our top U.S. customers are asking us to come out with a women’s Hollas collection, it is not in our plans for the next three years as we focus on growing our core men’s business. With that said, we offer some great pinks in our men’s groupings for spring! Also, our Second Skin collection has some great products for women.
What are this season’s fabrics like?
All of our fabrics are performance fibers. With our polo shirts and bottoms, they all have stretch, which enhances the comfort and fit. Merino and denim are also part of the brand, reflecting the Hollas commitment to lifestyle products for our customers that can be worn off the course.
Tell us in one word why Hollas is the better choice for a golfer’s wardrobe this season.
How about three. . . fashion, function, fit.
What separates your brand from all the others out there today?
It really comes down to the versatility of the brand. We offer the perfect balance of fashion without polarizing customers. There seem to be two very distinct options out there – very young aggressive styling or more traditional country club styling. We believe Hollas provides a balance for the golfer who wants to be a little more forward without crossing any boundaries.
Most important question: Where can we purchase the gear?
Right now, we are in 160 golf pro shops in the U.S. with more being added every day. And, our products can be found online at www.fairwaystyles.com.