Today's Highlights

• Ready Or Not, Here It Comes
• Pink Tee comes to girls’ apparel rescue
• Performance fabrics -- what's next?

NEWS

Lija creates new program for tour members

Lija launches the 2008 Lija Tour Style Leaders, a unique apparel sponsorship program designed to expand the on- and off-course style opportunities available to members of the LPGA, Futures and Ladies European tours.

GN Collection extends tournament program

Greg Norman Collection announces the continuation of its tournament program for another year and introduces an exclusive custom tournament website program.

Trigelle announces '08 sales force

Trigelle announces its new sales force for 2008 -- Nicole Dibble (west coast regional sales manager); Kara Faust (sales rep for Florida); Rhonda Howard (sales rep for southern California); and Kimberly McAvoy (sales rep for Arizona, Colorado and New Mexico).

FASHION

Ready Or Not, Here It Comes

By Janice Ferguson
GPA Correspondent

Quagmire Golf is the latest Canadian-based golf apparel company who will be migrating south to make its U.S. debut at the PGA Merchandise Show, Jan. 17-19 in Orlando, Fla. But before delving into fashion facts, there is the little matter of the company’s name.

Quagmire: n. 1. Soft miry, muddy land that shakes or yields under the foot. 2. A difficult, precarious, or entrapping situation; a predicament.

Hmm, ponder, ponder. So how does this relate to golf fashion?

“Quagmire is a boggy or marshy area where you don’t want to get stuck,” said Geoff Tait, the company’s co-founder. “It’s the type of land or situation that wouldn’t be good for a golf course, which is why our slogan is not fit for the fairway. We are not your typical clean-cut golf apparel company, and we believe that people should look good and have fun golfing even if they suck.”

OK, now that we’re crystal clear on the name, let’s take a closer look at Quagmire Golf, the company.

Tait and buddy Bobby Pasternak created Quagmire two years ago after meeting as tour leaders at a summer golf camp in Florida. Both in their mid-20s, they realized how little golf shops offered in what young people would want to wear. Combining talents, ambitions, passions and a love for the game of golf, the duo feel that their sense of style will give golf apparel a much-needed face-lift.

“No offense to all the great existing golf clothing companies,” Tait said, “but we think there’s room in the industry to represent the funky and trendy golfers of today’s new generation.”

With pieces in their collection named Wickster, Wave, Splash and Wacked, there is little question who Quagmire is targeting as its main audience.

Before you start to think this is simply a fleeting trend for a funky surf/skate crowd who also happens to golf, take note of some of Quagmire Golf’s journal entries to date:

Sponsor of the non-profit Maple Leaf Junior Golf Tour, and the AIDS Orphans Education Trust.

Quagmire also has an eye on global issues with the use of Gud ‘N dri – an environmentally friendly fabric that is breathable, durable, quick drying, soft, static free, wrinkle proof, pilling resistant, and easy care. Additionally, Gud ‘N dri has anti-bacterial properties so the garments stay fresh, hygienic and odor free.

With early success, a penchant to dare and venture outside the norm, and a free-spirited approach to their business model, why launch Quagmire Golf in the United States now?

“We wanted to build a good base in Canada and then take on the states,” Tait said. “I suppose we wanted to prove what we believe in -- that golf clothes for fashion forward guys and gals of all ages can be affordable and edgy, but not too far-fetched, so it allows for versatility within everyone’s own boundaries.”

Not fit for the fairway may be Quagmire Golf’s slogan, but every indicator shows its not only a good fit, but a big hit for the fairways as well.