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 A few years ago, John Coleman noticed the wild patterns and colorful outfits worn by tour golfers such as Jesper Parnevik and Ian Poulter. An amateur player himself, Coleman began researching the apparel companies, many based in Europe and Canada, and found their lines difficult to locate in his hometown or anywhere in the U.S. That hunt led the former medical sales associate to make a change that would not only affect his wardrobe, but also make it easier for other like-minded golfers to dress in style. Launched in 2007, Fairway Styles offers higher-end, fashion-forward lines including Sligo, Quagmire, J. Lindeberg and Travis Mathew. The online store carries about 700 pieces from more than 12 companies, including men’s and women’s clothing, shoes and accessories like belts, knit caps, headcovers and towels. The response has been overwhelming. “We started three years ago in a weak market and did pretty well the first year,” said Coleman, 33. “We’ve more than doubled our business every year since.” Coleman chooses lines based on quality, performance and style. “We want brands that have a following, brands that have been around a while,” Coleman said. “We also get a lot of feedback, so we’ll check out those companies as well. You’ve got a lot of savvy customers out there.” This year, Fairway Styles brought on Dunning, Hollas, Lacoste and Stuburt, and in 2011, Swedish-based Abacus will be offered. Fairway Styles maintains at least two seasons of each line in stock. Apparel includes pants, shorts, shirts, sweaters and jackets. Fabrics are performance-driven and breathable. While some online competitors are beginning to carry more fashionable golf lines, Coleman says Fairway Styles has the most extensive inventory you can find. The clothing fits well and looks great — both on and off the course. “It is obviously stated as golf apparel, but everything we have you can wear anywhere,” said Coleman. Coleman also blogs about his favorite lines and the stories behind them, who’s wearing them, and what’s new for the season. His blog also talks about new brand launches, styles and trends in the golf apparel industry and high-profile players wearing a particular brand. For more information, visit fairwaystyles.com. |
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