EDMONTON — If you’re looking to become a PLYR, both on and off the golf course, then a new Saskatchewan clothing company may have the answer you’re looking for.
While this may not be the clothing line for every golfer, or golf course for that matter, this new brand of apparel that’s geared toward a young population is swinging into the golf market in a noticeable way.
The company known as PLYR, headed up by Chase Porter and his partner Brandon Kuse aren’t out necessarily to take business away from the major players in the golf clothing industry. What they are here to do is help outfit those who aren’t into the country club look of tailored pants and shirts.
“We’re identified as a casual golf brand,” Kuse noted.
“We want to hit those guys who come out on a Friday afternoon after work, play golf with their buddies, listen to music, maybe have a couple of drinks who want to wear tee shirts on the golf course,” chimed in Porter. “We both worked at a public golf course and we saw the changes in an industry that’s transitioning, especially with Millennials, into a lot more casual appearance.”
One thing to note here is that both young men stressed they are not in competition with the big clothing lines and are indeed a brand unto themselves. And when you look at their stylings that’s not hard to see. After all, they describe themselves as a clothing line for “all athletes.”
Their snapback headwear with the distinctive logo on front and the eye-catching circled golfer on the back, both done in puff embroidery, are fresh and innovative. As for the clothing, it ranges from sharp looking short-sleeve, mid-length and long-sleeve tees to hoodies (or as they’re known in Saskatchewan, a bunny hug) to pullover jackets and polos. Colours range from the standard black and white to shades of purple, red, royal blue and kelly green.
“The golf industry is changing. We are non-traditional, kind of non-conformist, trying to bring our own little thing to the golf industry,” said Kuse.
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| Brandon Kuse (left) and Chase Porter feel they have found a new market for young golfers with their line of headwear and clothing that is beginning to catch on in a big way in Western Canada |
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| The front and back views of PLYR's baseball cap headwear. |
While golf is set in its ways there are changes afoot and this pair is looking to be trendsetters in the on-course, and yes off-course, fashion side of the game. It does take time for changes to take hold in the game — remember the introduction of coloured golf balls that are now seeing a resurgence — but Porter and Kuse point out they are gaining traction.
“Alberta is awesome for us,” said Porter in speaking to the industry’s reaction toward PLYR and what they offer. “You’ve got a lot of industry guys who like to have fun. They work hard but they also play hard and they like to play golf, go enjoy themselves. A lot of courses in this area don’t have dress codes as strict as private clubs do. As to on-course wear, players can now wear jeans, tee shirts, so our off-course wear becomes on-course wear. To that, we say, “Take the option. Wear a tee shirt, be comfortable. Enjoy yourself. Be comfortable.”
At the same time though, Porter added, there is still some resistance to this much of a change in playing apparel. But then again, music is now becoming an on-course staple for many Millennials, seen as the next growth factor in the game, who may just be entering the sport and who want to carve out their own niche.
“We’ve had guys come by our booth (at the PGA of Alberta Buying Show) and say “That wouldn’t work at our golf course,” because of traditional dress codes. All the same, some courses have decided to go with this new brand in their pro shops for off-course wear,” Kuse explained.
“They aren’t going to allow it on the course but when guys leave the course they put on our product. It still helps the golf market, and golf as a whole, when guys wear our product away from the course. That’s huge.”
In half a year of operation, starting with only the short-sleeved tees, the company has found success. As they move forward they’ll look to adjust the look of items like the polo shirts seeking a style that separates them from others in order to stand out from others. The reaction so far has been strong, considering the age of the business which hit the streets in April of 2016.
“We started with zero pro shops and we’re up to six in Saskatchewan. We’re looking at 20 next year in Saskatchewan and probably a dozen in Alberta,” and with the Saskatchewan junior golf team sporting their brand at the national finals, the pair expect that upswing to continue for one very simple reason: “It’s a lifestyle more than a golf brand,” ended Porter.
For more on PLYR and its products, go to their website at plyrgolf.com.
About the writer: Gord Montgomery is a retired sports editor of two weekly newspapers in the Edmonton area and is a member of the Golf Journalists Association of Canada. He is now in his ninth year of writing for Inside Golf.
He can be reached at noraltagolf@gmail.com. He’s also on Twitter at @gordinsidegolf and on Instagram at gordinsidegolf2.
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