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The way Steve Astephen sees it, we’re headed for a big change. Forget the fashion magazine predictions; hit the golf course and you’ll see what’s hot. Astephen might be living far from the runway, but he’s convinced that’s where today’s fashion world is headed. He’s so confident that he’s assembled a dream team of young entrepreneurs with this same idea — and a love for golf. “Over time, golf clothing will drive the fashion and sports worlds,” Astephen said. “We’ve been able to design a style crossover that can be worn by golfers of all ages.” Last month, his team unveiled their new golf apparel line — Pahr 72 — at the PGA Merchandise Show in Orlando. “We wanted to create a new niche that would be a true, authentic lifestyle brand,” said Andy Gilkison, who brings 10-plus years of golf sales and marketing experience to the Carlsbad-based company. Along with Astephen, an agent and business leader in the action and professional sports arena, PGA professional Doug Timmons and investor Taylor Massey round out the team. “Players are getting younger and younger and our line is designed to grow with these golfers,” Astephen said. “I’ve talked to many athletes and celebrities and they all agree there is nothing out there that is performance-based and non-traditional.” Adds Gilkison: “We’re not trying to sub-brand an existing brand; we’re meeting a demand that’s long overdue.” Pahr 72 debuted with 80 pieces in the men’s line and 60 in the women’s. They’ve focused on design and quality, calling in a few favors. “Since I’ve worked in the [sports] industry for so many years, I had connections with manufacturers who were willing to give us a break on some of the detailing that start-ups just can’t get,” Astephen said. Motocross champs Carey Hart and Jeremy McGrath, and BMX star Dave Mirra are some of the cutting-edge athletes linked to Pahr 72. “As an athlete who loves golf and fashion, I was looking for a new look in a golf apparel company that emulated my action sports attitude,” Mirra said. “Just as I continue to use the latest in design, style and technology in my ‘real’ job, I demand the same for golf. Pahr 72 nailed it.” The projected big seller this season is the men’s Diamond in the Rough shirt, a technical material with an athletic fit. The argyle screening on one side is contemporary, but not splashy or juvenile. The Titan striped shirt, a jersey cotton, has a traditional collar and comfortable fit. The design, featuring thin and thick stripes, is available in four colors. Wardrobe staples include a khaki pant and shorts with inset side leg pockets and just enough stretch. A new twist on longer shorts, the All Time shorts featuring a black and khaki plaid, hang just above the knee. The women’s line also is a conservative hybrid of innovative and functional design. In addition to the red and khaki diamond Scramble short short (also available in three solid colors) and a companion Court skort with plaid lining inside the pleats, the argyle design is carried over to a few of the tops. Prices range from $60-$80. “It’s new and it’s sharp; it definitely has an edge that’s not so out there,” said Amy Eirew, apparel manager for Pete Carlson’s Golf Shop in Palm Desert. “The line is for the 18- to 39-year-old who wants to look different, someone who’s an independent thinker. But it’s also for our 40-year-plus golfers who are really fit and have a younger mindset.” Pete Carlson’s will debut Pahr 72 next month. Eirew said she’s expecting a positive response from customers who not only live locally, but those who visit from all over the country. “It’s important to go beyond the basics because people get bored,” she said. “Our customers are in tune with clothing. I really think they are going to like the patterns, colors and fit Pahr 72 has to offer.” SG For more information, visit www.pahr72.com. |
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