Devereux Brand: Golf threads as high(er) fashion
Equipment Golf Biz

Devereux Brand: Golf threads as high(er) fashion

If camo allows someone to blend into their surroundings, golf clothing is often the opposite. It's very distinctive and often lacks versatility off the course.

With exceptions, there aren't many brands that can be worn on the course and away from it without looking out of place, a little frumpy or downright apathetic to your personal appearance. Some fashions are bold and beautiful, but wouldn't do too well in a more chill setting.


ADVERTISEMENT


The folks at Devereux are trying to fill what it identifies as the golf's fashion gap.

Brothers Robert and Will Brunner started the company 12 months ago with the intent of selling wares that would be as close to high, functional fashion as the game could stand.

"You can make [golf] fashionable, but not quite high fashion," said Robert Brunner in a recent telephone interview. "You have to use functional fabrics. That's the biggest thing in this game right now."

Devereux is the byproduct of Brunner moving out to Los Angeles to chase his dream. After getting an undergraduate degree in geology, Robert tookk a chance and moved to the City of Angels to study in fashion school. He knew all along that he'd be taking what he was learning and infusing it into golf looks.

"I wanted to create something that's more fashion forward, something that could be worn on the course and translate off the course," said Brunner.

The touches are all a nod to higher-end modern fashion: contrasting trim, bold colors offset by neutral hues, a slimmer fit but not too slim.

Brunner's fellow students weren't entirely sure of high couture and low handicaps could match up, but Brunner says those same people found his designs on trend. That's good for Brunner, who wants to use golf fashion as a jumping-off point into broader apparel.

At a time when a number of golf fashion brands are making a foray into casual wear, Brunner, who is a life-long golfer, intends to take Devereux in the opposite direction.

"I see a lot of brands making T-shirts now," he said. "Instead of T-shirts, I want to make blazers."

It makes sense. Golf, after all, has a dress code. Brunner's influences took made the golf look iconic.

"I'm still influenced by the guys back in the day: Hogan, Palmer or Player. They were doing something that was right," he said. "Back then, guys looked different. They looked put together very well for what they had. I try to add a little vintage feel to [Devereux] -- a lot of what they did in the 60s and 70s."

While legends from a bygone era are a strong influence in Devereux's designs, Brunner said Adam Scott first piqued his interest in golf fashion when he was a teenager.

Curiously, these days, Scott wears Uni Qlo, a Japanese company that's somewhat like an equivalent to Old Navy. Uni Qlo makes a higher-quality product at a bargain price. Devereux, however, doesn't intend to come in at low-to-medium price points. Instead, the Brunners intend to aim for top 200 clubs and facilities. Shirts start at $80, with a pair of sweaters coming in at $145.

For some, that price may seem a little high. But think about it the way Brunner sees his designs. It's not a piece of golf apparel you're buying with Devereux. It, he hopes, can be just as much a part of your closet for Holes 1-18 as the 19th -- wherever that might be.

THAT WAS FUN, RIGHT?!

Get more from GNN in your inbox, including great deals and contests!

If your email address disappears, it worked! We'll never sell your info.

LATEST VIDEOS

GNN Radio

FOLLOW ON TUNEIN:

GNN PLUS LOGIN

INDUSTRY NEWS FROM THE GOLF BIZ

RSS Feed Widget