Today's Highlights

• Q-and-A: Jeremy Brandrick
• Open Championship scripting
• Men's golf shorts make a splash

NEWS

Lija does big business

Lija is named a "Resort Top Seller" in the June and July issues of PGA Magazine.

BRIEFLY

Bobby Jones introduces a new men's signature cologne this year. The cologne finds its unique appeal in the scents of the fairway - greens, clover and woods. Top notes include lush greens, sparkling citrus and coriander seeds. Middle notes feature sweet clover, emerald cypress and aromatic spices, and bottom notes are grounded in sueded woods and amber crystals. Retail prices for the cologne is $70. Bobby Jones also is introducing a golf bag watch set. The watch features a sporty molded urethane strap, deployment buckle and a stainless steel watch face. Just detach the watch face from the strap and clip on with the red fob to easily hang from any golfer's bag. The set retails for $350.

FEATURE

Q-and-A: Jeremy Brandrick

Senior Director of Design, Greg Norman Collection

Editor's note: Jeremy Brandrick is senior director of design for Greg Norman Collection, the golf-inspired sportswear brand for men and women. He has been overseeing all areas of design for the company since beginning his tenure in September 2006.

Brandrick moved to America from England to further his career after an extensive background in men's and women's wear and accessories. Prior to Joining Greg Norman Collection, Brandrick was a designer for Marks & Spencer, a United Kingdom-based department store and helped expand the store's private label for men. He has also worked with other highly-regarded names in the fashion industry like Mulberry Co. and Dolce & Gabbana. 

Recently, Apparel Wire correspondent Janice Ferguson spoke with Brandrick about the process of what it takes to bring a golf clothing brand to life - unveiling what inspires him, and forecasting future golf fashion trends.

Apparel Wire: Jeremy, making the big move across the pond must have been a big decision for you - what attracted you most to the design director position at Greg Norman Collection?

Jeremy Brandrick: The caliber of people initially attracted me to the company, and I am lucky enough to work with such a great team. I also appreciated the chance to work with such a strong brand with so much heritage. Not just Greg Norman himself, who is a really nice guy, but also with a company that has history and a solid foundation.

Working for a company this size, I am able to direct an entire collection - both men's and women's - which is rare in the United States. I can have a greater impact with design working on full collections and all product categories.

AW: What sense of design style and philosophy have you brought to GNC?

Brandrick: As I was developing my design skills, my style and philosophy have remained pretty constant and I think that is one of my strengths - being able to adapt my taste level and knowledge to various companies. One of the things I brought to Greg Norman is a very high taste sensibility - a good European background for color and taste.

Also, I've always liked to move forward whether that means designs or colors or shapes or pattern sources. And, I think I've also brought a sense of fun to the team here. We get along so incredibly well; it's a pleasure coming in every morning.

AW: Talk a little bit about the importance of performance fabrics in golf and lifestyle apparel, and where do you see it going in the future.

Brandrick: Performance features in fabric are very important, especially for a golfer who demands moisture wicking, easy care, snag and fade resistant. Within the full Greg Norman line we do performance over a lot of different bases, not just microfiber polyester. We have cotton and cotton blends, then our G-Tech, which is a recycled microfiber type of yarn. Much of what we're seeing in the marketplace claiming to be eco-friendly is organic cotton that has a chemical finish. For me, that kind of negates the point.

There is always talk in the industry about the next 'big thing,' but then the opposing side thinks maybe there will be a return to all cotton.

That's why GNC isn't a 100 percent cotton or polyester - circling back to having balance and diversity in fabric content as well as patterns and colors - so there is something for everyone's taste in the luxury market.  

AW: We read a lot about what inspires a designer - be it the outdoors, travel experiences, nostalgia - what is your main source of inspiration?

Brandrick: My main source of inspiration is photography, and it's my first love outside of fashion, especially American photography from a wide period of history. Photos are important, real and a point of reference.

I also travel a huge amount particularly around the Middle East, Morocco, Lebanon, Syria, Egypt - all are great sources of inspiration for color and patterns.

AW: You've just finished GNC's layout for Spring 2009. Without giving away too many trade secrets, what can the consumer look forward to next year?

Brandrick: We're taking our signature collection to an even higher end. We have a unique color pattern - think art deco, Miami, Palm Beach - very luxurious and resort driven from a color perspective. And we have a couple of proprietary fabrics like our Ultimate 80's polo, which will be in a few different patterns and lots of color ways. It has a revolutionary new stretch that gives you the comfort and movement you need.

Another thing we're doing with one of our Signature Series polo is applying a finish called PCM, or Phase Change Material. It controls the body climate so it warms you up when you're cold and cools you down when you're warm. That's the newest innovation in the industry.

There's also ML 50 technology that has a natural UPF of 50-plus by construction, and it's a great travel shirt because of the dense, compact knit, it simply won't snag.

We have three deliveries planned - Saratoga, Palm Desert and Newport - all completely different with separate identities, but all focus on the brand's mantra of performance, luxury and style. 

AW: What is the biggest challenge for you designing golf fashion where fit and function play such a big role vs. mainstream lifestyle and sportswear that isn't golf-specific. Or is there little delineation these days?

Brandrick: Yes, fit and function are incredibly important within our market, and all of our product categories embrace this concept. For example, we do pants that have a performance fit waistband so our trousers are still going to be comfortable after 18 holes. The range of motion is obviously crucial to golfers, and not only for menswear.

The Greg Norman Women's Collection is going through changes - for the better. One of the things I noticed upon joining GNC, not just within our company but the entire golf market, is that once a female golfer has a skort, she may not buy a top to coordinate from the same brand as her skort. Rather, she may turn to DKNY or Liz Claiborne. Therefore, I am attacking our women's collection in reverse, creating a more sportswear-oriented group where ladies have the option of layering pieces and stylish bottoms that wouldn't necessarily be found in a traditional golf line.

Patterns for spring '09 were inspired by the '60s and '70 s, and we've added new lifestyle pieces like our body-mapped fleece that sculpts the body and a full-length pant. I am excited about our women's collection because that's where we can make changes without losing any existing customers, as well as gaining more.

AW: So you have an opportunity to grow the women's business?

Brandrick: Exactly. All of our women's tops are grounded in performance fabrics but do not necessarily look like they are synthetic so they become very versatile. And as I mentioned, we're expanding with new styles that relate back to sportswear.

AW: In conclusion, tell us something interesting we don't know about Jeremy Brandrick that you would like us to know?

Brandrick: Well, I make a really good curry. My mom used to do all of the cooking during the week and my dad on the weekends. As I was growing up, I helped my dad make two or three different curries - hot, spicy, mild, meat, veggie, etc. Bear in mind we all used real spices and not packet mixes. Thanks to that experience, I make lots of wonderful curry dishes as well as chapattis, samosas, papads/poppadums, and pickles. A full, glorious Indian meal.