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"I'm not sure that the most talented player I saw wasn't myself." |
-Johnny Miller |
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 And the one holding that basket was James Sowins. "We knew from our very first meeting with James that his vision for Lily's of Beverly Hills golf apparel was exactly what we needed," said Judy Petraitis, president of The LBH Group Ltd., parent company of Lily's of Beverly Hills. "We were looking for someone who could appreciate the value of a heritage brand, but had the ability and foresight to apply fashion to the traditional sport of golf." A total revamp was a tall order, but not unlike other challenges Sowins had faced. The award-winning designer has helped re-brand top names such as Puma, Quicksilver and Mossimo. "Everything was there; Lily's of Beverly Hills is an amazing brand," said Sowins, vice president and creative director for The LBH Group. "For me to come in and reinvent it was a bit easier because I had a vision." Last fall, Lily's of Beverly Hills unveiled its first redesign since it joined the women's golf apparel market 35 years ago. Those familiar with the brand have been pleasantly surprised while those looking to add some zip to their golf wardrobe will be impressed with the line's fabulous functionality in addition to the updated color palettes and patterns, tailored fit and wearability. "The women today are much more into lifestyle and want clothing to be contemporary," Petraitis said. Lily's of Beverly Hills went offshore in search of better quality performance fabrics. The logo was replaced with a cleaner, more sophisticated design, and the website was updated to reflect the company's new look. Most importantly, Sowins scrapped the knickers, banded knit tops and outdated florals. "It's bringing a new feminine, modern edge to the brand," Sowins said. "Women's golf apparel has always been an afterthought to men's, so our goal was to service the market with fashionable clothes that fit the lifestyle and taste level of today's woman." The team's efforts have paid off, as the spring 2008 line was overwhelmingly successful, Petraitis said. In the last year, sales are up 30 percent and Lily's of Beverly Hills sold out of three of its five spring collections within a month. Big Canyon Country Club's Lori Brendle, a sporadic buyer in the past, said there definitely was a buzz surrounding Lily's of Beverly Hills at last month's PGA Merchandise Show in Florida. "They have come a long way the last two seasons," said Brendle, who has increased Big Canyon's orders significantly. "I especially like the lace and rouching on the new polos, and also the bib-style polos. Lily's of Beverly Hills is taking a look at retail trends and translating them to golf polos while still staying with conservative color palettes that appeal to a broader range of women golfers." The spring 2008 collection includes Monaco, a navy, sky and white palette featuring pinstripe bottoms and tropical floral tops; Miss Modern, a black, red and white palette with bold stripe bottoms and geometric tops; Capri, a Kelly green and white palette with stripe woven bottoms and polka dot tops; Bohemian, a pale yellow, warm gray and white palette with plain bottoms and paisley tops; and Sorbet, a pink, turquoise and white palette with plaid wovens with stripe bottoms and nautical pattern tops. Pieces retail between $65 and $75 for tops and $85 and $100 for woven bottoms. Pieces range from shorts, skorts and sweaters to track suits, vests and capris. In addition to being soft and comfortable, the breathable fabrics are moisture wicking and provide UV, anti-microbial and stain-resistance protection. "We want to make a lifestyle," said Sowins. "Women define the style and we deliver it." For more information about Lily's of Beverly Hills, visit lbhgroup.com. |
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