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 Not everyone agreed with the touring pro in the beginning, including Gary Richards. In-between business ventures, Richards met Johnson through a mutual friend. Richards ran a surf-inspired clothing line for a number of years and was familiar with the inner workings of sportswear companies. Johnson needed his expertise to start his men's performance-based golf line. "At first I didn't get it," Richards said. "But once Travis educated me on the market, and the need for a youthful line that you could wear off the course without looking like you had just played golf, I was sold." In the two years it took to launch the TravisMathew Apparel line at the PGA trade show in January, Johnson discovered a useful talent. "Travis can tell you by touch and feel if the fabric is going to work," said Richards, TravisMathew Apparel's general manager. "And when it comes to style, he has a good internal feel for what's traditional." Johnson and Richards are quick to credit their creative staff for the designs that distinguish the line. The 26-piece summer collection showcases the industry's best-selling colors - black, white and gray. The designs are described as timeless, so anyone of any age could wear the polos, pants or shorts at a country club or public course. Golfers also can go out for dinner or a night on the town without anyone knowing about their day on the course. The pants drape well and feature what Johnson has termed the iPocket, which is at the back of the pant below the middle of the waistband and sized to hold a hand-held device. Polos, made from cotton/polyester blends with added elastane for stretch, provide a fit that's flattering but not too fitted or overly baggy. And you can forget about lengthy sleeves. Retail prices range from $70-$95 for polos to $80 for shorts and $115 for pants. Initial sales prove they are on to something: "Let's just say we're going to sell out of our first season's inventory," Richards said. TravisMathew Apparel is in more than 50 pro shops, mostly in Southern California. Virginia Country Club in Long Beach and Roger Dunn and Golf Mart shops in Southern California are among the devoted following. "TravisMathew is filling a void in golf shops," said Travis Brasher, PGA head professional at Huntington Beach's SeaCliff Country Club. "It's servicing the fashion-conscious buyer who never bought from us before." The apparel is a great alternative to the bright clothing that comes and goes each season. TravisMathew presents a clean line that has a lot of looks, Brasher said. From the placement of the logo to the laser-inscribed buttons and the highlight trims inside the pants, customers of all ages are taking notice.  And there's no bigger runway than the the professional stage, said Virginia Country Club COO and golf instructor Jamie Mulligan. "Travis' line is some of the best work I've seen - the clothing is contemporary but not too aggressive," said Mulligan, a 25-year golf business veteran who coaches six Southern California touring pros, including Johnson, Pete Tomasulo, John Mallinger and John Merrick - each of whom wears TravisMathew. "They've got a cool style that fits," said Nationwide pro Pete Tomasulo. "They're great fabrics that hold up in any playing condition, especially the hot weather of Southern California." Adds Merrick: "The clothing has a nice California feel to them." For the fall season, Johnson and his designers built on the summer line, replacing two of the fabrics and adding tan and brown hues and gold trim. As for Johnson, 27, a Bellflower native and former UCLA golf standout, it's also important to have fun along the way. "I was told at the beginning that a business venture would distract my playing," said Johnson, who plays on the Nationwide and Canadian tours half the year. "It's actually been a healthy distraction; it's really helped me tap into my creativity. SG For more information, visit travismathew.com. |
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Digg This ArticleReaders Feedback:
I think it's great and would love to see his clothes in the Midwest. If you need anyone to help "show them off," I am available!
| Comment at 6/8/2008 |
I had the recent pleasure of playing with Travis in the Pro-Am held at my home course, Uplands Golf Club in Victoria, British Columbia Canada. We are hosting the Canadian Tour's 2008 Times-Colonist Open. He was a great professional in all respects, and a pleasure to play golf with.
The TravisMathew clothing that he was wearing caught my eye immediately. Clean lines, great design, basic colors and very cool materials are a welcome sight to me. I hope that Travis will venture into Canada on the west coast, as Vancouver Island is fast becoming a golfing destination and his clothing line, being new and innovative would do well here. I will definetly be ordering some of his 2008 summer line, and it will be a pleasure to tell people about Travis and where to order and hopefully one day to buy in pro shops and stores here.
| Comment at 6/12/2008 |
I think it is time to have such clothing.
Can I buy it on line?
| Comment at 6/18/2008 |
