Updates from the Green
Aug 27, 2009
12:20 PMThe Hole View
As ZZ Top’s lyrics from a hit on their 1983 Eliminator album state…”every girl crazy ‘bout a sharp dressed man.” Slip on a shirt from Antigua and you’ll look sharp indeed.
Named by founder Tom Dooley after his 1978 vacation to the British West Indies, Antigua (pronounced an-TEE-gwah), the Phoenix, Arizona area apparel company has grown from a modest warehouse in Scottsdale to become one of America’s leading designers and marketers of men’s, women’s and children’s lifestyle apparel and accessories.
The logic of layering.
Playing in Colorado, Utah, New Mexico and Wyoming, I’ve certainly encountered my fair share of crazy weather from the first tee to the eighteenth—early morning frost, rain, sleet, wind, and even snow flurries. Browsing Antigua’s catalog assures me that its R&D guys have experienced similar climate changes during their rounds. Accordingly, the company knows the value of layers.
“Through five hours of play you have to be prepared to play in any condition,” said Sean Gregg, director of product development. “When you go out (with our apparel) you can have a performance tee, a golf shirt, a pullover shell, and a windbreaker. This allows you to add or remove clothing as the day evolves.”
Celebrating its 30th year, Antigua clearly knows how to create apparel that continues to resonate with golfers. So what explains the company’s longevity?
“Ron McPherson, CEO and president of our company, has a lot to do with Antigua’s sure and steady growth,” added Gregg. “I attribute our success to Ron’s good decision making, having appealing products and being market right.”
Gregg, who career includes 20 years as a designer in New York’s apparel industry, credits Antigua’s experienced research and development crew for spawning innovations that keeps the company on the cutting edge.
By watching what is happening in fashion in Europe and “trend surfing” as Gregg calls it, Antigua is able to keep its active wear designs, fabrics and color schemes fresh and contemporary.
“We look at what the rest of the market is doing as it relates to fashion, not just apparel specific to golf,” Gregg commented. “So for our 2010 line we decided to come out with warmer, richer colors and sophisticated detailing.”
It is a move that makes the apparel accepted both on the course and off, which expands the value of the garment to the wearer.
Desert Dry debuts.
An extremely light fabric DESERT DRY™ XTRA-LITE is being introduced in the company’s 2010 men's and women's golf-apparel Spring lines.
“It is a moisture-wicking fabric that combines micro poly with fine yarns,” explained Gregg. “It has all the technical qualities to allow breathability and rapid wicking, yet is lighter and less restrictive during play.”
Additionally, the ultra-light fabric traps less body heat, which will make playing in the Mountain West in July and August more pleasant.
If you’d like to shop online go to Antigua's site, where you can register to win a free golf shirt in their weekly giveaway. Or register to win at Rocky Mountain Golf.
Next Time: Colorado’s Top 10 Par 3s—Private Courses