Hangin’ 10 with Beyond the Links
Thursday, October 22, 2009
Golf apparel is now cool to wear on or off the course and is building such a following that most companies are changing their branding and image to lifestyle collections. Whether it be preppy, surfer-inspired or city slicker, golf is becoming one of the trendiest sports in fashion and lifestyle.
Apparel companies have multiplied quickly and are making serious headway by marrying fashionable trends. Though there are many companies that offer the classic rainbow of collared shirts and staple khaki pants, it’s easier now to find edgy, off-the-course looks. Companies such as Sligo Wear, IJP, Beyond the Links and Travis Mathew offer new designs, color patterns and all the latest looks for on and off the course.
Let’s take a look inside Beyond the Links:
The Southern California-based company is edgy and trendsetting, and adds a serious punch of surf style.
“If you need to go to the store, a restaurant or the bar after playing golf, people won’t instantly know you were just on the course” owner Joe Skovron says. “It’s got a surf vibe. We look at the surf industry, get our ideas and then just golf it up a little.”
Skovron, who played Division III college golf at the University of La Verne and toiled on the mini-tours for a few years, now works on his clothing business full time. Skovron grew up playing golf with Rickie Fowler, has known the newly-minted pro since Fowler was 5 and frequently caddies for him. Before Fowler signed with Puma, he sported a lot of BTL.
Skovron sees caddying as a link to his business. With Skovron on the bag last week at the Justin Timberlake Shriners Hospitals for Children Open, Fowler tied for seventh in his first PGA Tour as a pro.
While caddying, Skovron also met Bryce Molder, who now wears BTL, too.
Taking advantage of his connections, Skovron continues to build his company slowly and steadily.
Beyond the Links’ new Spring 2010 line will be launched late November. Check back soon to see previews of this collection.