The design and merchandising philosophy of Ashworth's Spring/Summer 2009 collection is based on seven principles-form follows function, commitment to quality, innovative fabrics, attention to details, comfortable fit, interesting and wearable color combos, and inspirational visual vocabulary.
The men's knit collection for Spring/Summer 2009 consists of four parts that can cross merchandise. The first part is designed for a more classic look using an innovative state- of-the-art process that created a functional luxury aspect to the line that Ashworth refers to as Hi-Def cotton. These easy-care shirts, an alternative to the hard-to-care-for double-mercerized look, are super soft, light and comfortable with no-curl collars, and they don't shrink or wrinkle.
The second part of the men's collection is what Ashworth refers to as its Third Groove Performance, where the most innovative blends of pima cotton and polyester are combined to create the ultimate performance and comfort moisture-wicking garment that also is breathable, lightweight, snagless and odorless. The styling is slightly more innovative and features a more modern Ashworth Golf Company heat-transfer label.
The third and fourth parts of the men's collection are capsule sub-brands directed to supplement the Ashworth Golf Company merchandise mix with fresh looks for the company's ever-expanding golf community.
ASHW 33 is directed toward a younger mindset. Made with performance fabrics, the unique graphic elements and stitching details create a subtle avant garde look with a "mod fit," slimmer by one size than Ashworth's classic fit. The line reflects the company's deep respect for the innate style of the game.
Ashworth Organics is golf gear designed and crafted out of 100 percent organic cotton or sustainable, recyclable materials. For the game, for the planet, the Ashworth Organics is for everyone who is interested and onboard with the green initiative.
MEN'S SPRING/SUMMER 2009
Ashworth's men's Spring/Summer 2009 categories include Core, South-O, ASHW33 (separate youth and men's lines), Finding Trevose and Ashworth Organics.
The standard-issue Core line is the foundation of Ashworth's collection. The Core supply is made up of amazing fabrics-EZTech cotton, Third Groove Performance and "Functional Luxury" Hi-Def cotton.
The South-O line's Hi Def Functional Luxury product includes six jersey and three shirt lines in colors that include bark and leaf.
The Third Groove Performance product features 10 shirt and two jersey models in colors such as turquoise heather and stem.
The ASHW 33 youth collection features 10 shirt, one vest and one sweater models in colors such as limestone and clay.
The Finding Trevose collection is an ode to the classic Trevose Golf Club in Cornwall, England. Its Hi Def Functional Luxury product features seven jersey and two shirt models in colors that include blue bayou and deep sea.
The ASHW33 experience collection features nine shirt models in colors such as blue bayou and lagoon.
Ashworth Organics product includes five shirt, two jersey and one jacket models, available in colors such as yellow ochre heather and russet.
This news story was posted on December 10, 2008 been viewed 450 times.
