Lija introduces spring line
Lija premieres new off-course collection for spring 2008, which includes an entirely new leisure collection that extends well beyond the course.
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Thursday, September 20, 2007
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NEWSFASHIONBette & Court at its best in 2008
Maria Erickson, president and CEO of the women's golf apparel and resort wear company, knows why. "I think that the colors that we brought forth are right on trend," she said of the new collection. The colors seen in the spring collection are right on par with those seen in the collections of mainstream designers like Ralph Lauren and others. Those colors, showcased with cutting-edge fabric technology, quality design, and easy care, have made for a winning combination, Erickson said. Or Harvard, in red, white and blue, presents a different look and style. The long-sleeve argyle sweater is 100 percent Peruvian cotton, while the bottoms are a 25-inch pedal pusher in red with button accents, featuring both stretch and moisture wicking. The outfit retails for $176 total, and again, pieces are available separately. While Bette & Court promotes separates, they all coordinate back to basic wardrobe colors like black, khaki, and navy blue, Erickson said, adding to the functionality of each product. In all, the spring collection encompasses four color groups that offer styles with fashion elements such as metallic accents, rusching detail, pleats, screenprints, and embroidery. Each item features performance details such as moisture wicking, breathability, figure-flattering lines, easy care and UV protection "It's been quite fun to see it come together," Erickson said. "The line merchandises very well." Established in 1991, Bette & Court manufactures in the U.S. and to more than 20 other countries. Erickson said the line isn't just for golf, she wants women to find versatility in Bette & Court apparel. "Our lifestyles have become more active as women," she said. "We're more comfortable wearing fashion to our play events." Women don't have time to change outfits anymore, she said. They want to be able to wear an outfit for golf and at the office. Bette & Court does not design for a specific age group, but rather for that active lifestyle. "That's our reason to exist," Erickson said. They regularly ask if their clothing will speak to those women, and if the answer is no, then that item doesn't make it in the line. Erickson hopes the new spring line will further Bette & Court's part in supporting and growing the game of golf. The company has maintained a long commitment to supporting women's golf, with ties to the Executive Women's Golf Association as the group's longest running sponsor, and as founder of the S.W.I.N.G (Skillful Women Inspiring New Golfers) mentoring program. Bette & Court also supports the Women's Sports Foundation, the LPGA and a number of grass roots and collegiate programs throughout the country. Through those programs, Erickson believes interest in women's golf continues to grow as golfers of tomorrow have the opportunity to interact with today's female golfers. "Those women serve as role models for future golfers," she said. |
  
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