Fashion Q&A: Cutter & Buck’s part in the ‘lifestyle’ trend
Tuesday, February 15, 2011
If you are looking to wow your sporty sweetheart this coming spring, I think Cutter & Buck has the perfect recipe (our apologies for not getting the secret ingredients to you before Valentines Day.)
This past weekend we caught up with Anne Broholm, Cutter & Buck’s head of design and apparel, to get an exciting run through the brand’s post-PGA Merchandise Show preview:
Cutter & Buck golf fashion
Cutter & Buck provides men's and women's golf fashion, here are a couple of examples.
Tell us about this year’s collections and what we can expect to see from the Cutter & Buck brand?
Cutter & Buck has just launched Summer/Fall 2011, which features a broad lineup of our CBDrytec luxe assortment for men. It incorporates technical fabrications that combine the drape and luxurious hand of better sportswear while still performing at a high technical level on the golf course – true on- and off-course wear. Our color palettes are fresh and Sunbelt appropriate while still incorporating rich fall colors. For the Cutter & Buck women's - and Annika - it’s all about the details and trend-right silhouettes. From novelty buttons and special trims to items such as a boyfriend-inspired cardigan, our women’s lineup hits important fashion trends while still maintaining a golfer’s flair.
We are hearing a lot of buzz about the "lifestyle brand" coming out of the PGA Merchandise Show. Is this a trend that Cutter & Buck is following as well – a course-to-clubhouse type of mentality?
Absolutely! Cutter & Buck is in a unique situation to fully address this trend. Cutter & Buck has been bringing a specialty retail collection to market each season. We’ve started to expose our better golf accounts to this assortment and they love it! They are using this to supplement their golf buy with items that are perfect for lifestyle merchandising in the shop and also make great fall and holiday additions to what they carry on a regular basis. Key components in our retail lineup are fine quality wovens, unique novelty sweaters, and denim-friendly styles that can take the wearer through the weekend in style.
We love how Cutter & Buck possesses the classic look of the game, yet the functionality of sportswear. How you have mastered this look?
Golf is in Cutter & Buck’s DNA – we’ve been a golf company first and foremost for the great majority of our history so we are committed to the sport and to the industry. At the same time, it was our great – and unique – sportswear slant on golf apparel that put us on the map in golf shops nationwide. So we’ve mastered this look by staying true to our heritage while at the same time incorporating the latest developments in technology and functionality that have evolved over the years.
Are there any new tour players you plan on adding to the roster this season? Or some players that you have your sights set on?
We’re actually very excited about our current Tour roster. Two of the three candidates for PGA Tour “2010 Comeback Player of the Year” were C&B players – Stuart Appleby and Arjun Atwal. Stuart came away with the honors. Coupled with historic wins by both players in 2010 we believe we’re poised for a great 2011.
Is Annika still making waves as the poster girl of the brand? Even from the sidelines?
Annika continues to be very involved in our mutual business of bringing the Annika line of apparel to the market each season. Like other legendary golfers, Annika’s appeal transcends her playing career and our partnership is as strong as ever. Since its inception in 2004, the Annika line has continued to expand and has become a key brand in women’s golf fashion. The addition of a third collection each season was an important step in addressing the increased demand for the Annika Collection, which saw double digit growth over the past 12 months.
If there were one Cutter & Buck piece – for both men and women -- you would tell us is a “must have” this season, which would it be?
Annika Sorenstam, through the years
As Annika Sorenstam announces her second pregnancy, here is a look back at some special Annika moments
For women my favorite item is the Annika Weathertec Joslin jacket – it’s one of our most fashion-forward items combined with pure function. This item can be layered over a long sleeve and can also be worn off course as a little resort jacket or in everyday life running errands, out to lunch, going to the gym, etc. A close second would be our new Perspective Golf dress – again this item has layering possibilities as well as an endless array of wearability options.
For men, it would be a toss up between our Sandpoint Windsweater and our CBDrytec Long Sleeve Fairview polo. Both combine total functionality at a great price in a rich color palette perfect for the fall season. The Fairview polo speaks to the warm yarn technology with a cotton/ polypropylene weathered knit, while the wind sweater is fully combed cotton with a quiet yet effective wind liner. Both are perfect for the new layering trend that is happening right now.
Tell us about the feedback you received from this year’s PGA Merchandise Show.
The PGA Show was very positive for Cutter & Buck. Overall the mood on the show floor was improved and more positive than in the past several years. We were thrilled to debut a new booth at the show, which allowed us to feature more product in a manner that gave buyers an easy way to see what Cutter & Buck is all about for Summer/Fall 2011.
What is the easiest way to purchase the latest and greatest pieces you have told us so much about?
Cutter & Buck may be found at better pro shops and fine resorts nationwide. You can also visit www.cutterbuck.com.
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