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New Brand Alert | Holderness & Bourne

An interview with the founders of the latest brand added to our collection...
17.03.2023
7 min read
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Introducing the Fusion of Style and Mindfulness: Quiet Golf x Puma Collaboration

Quiet Golf, the contemporary sportswear brand renowned for its mindful approach to the game, has joined forces with Puma Golf to unveil an exceptional collaboration. Born from the sun-kissed shores of Southern California, Quiet Golf doesn't just represent a brand—it signifies a lifestyle, an ethos, a state of mind. And now, in partnership with Puma Golf, they're bringing this philosophy to life in an exciting new collection.

At the heart of Quiet Golf lies a profound understanding of the word "quiet." It's not merely about silence; it's about a way of thinking, a mindset that transcends the traditional boundaries of golf apparel. With each piece meticulously crafted to embody this philosophy, Quiet Golf redefines what it means to dress for the game.

Now, with the Quiet Golf x Puma collaboration, this philosophy meets performance-driven design in an unprecedented fusion of style and functionality. Combining Quiet Golf's unique approach with Puma Golf's expertise, the collection strikes the perfect balance between form and function.

From sleek polos to innovative outerwear, each garment in the Quiet Golf x Puma collection reflects a commitment to quality, comfort, and mindfulness. Whether you're on the fairway or off, these pieces are designed to empower you to express yourself with confidence and style.

Experience the synergy of style and mindfulness with Quiet Golf x Puma, now available to shop.

read our Q+A with the founders below

TRENDYGOLF: What inspired the creation of Quiet Golf, and how did the brand come about?
QUIET GOLF: The creation of the brand was inspired by us 3 founders finding a love for the game at some of the busiest times of our lives. We felt golf was a great natural escape from all of the noise in life and wanted to shed light on this as a brand. To quiet the noise and get out into nature. The brand started very quickly and organically. All three Co founders, Raul, Christion, and Diego, were starting to golf around the same time and naturally wanted to curate their own brands. Raul and Diego were starting a little side project in the golf space at the same time as Christion without knowing it. Soon after a couple of meetings at the range, they decided to join forces and go in on their like minded concepts and form one brand together.

TRENDYGOLF: Who is the target audience for Quiet Golf, and what sets the brand apart in the golf space?
QUIET GOLF: The target audience for Quiet Golf would be the golfer who is looking to refine and minimize their wardrobe. QG aims to be there for you when you’re tired of looking at all the loud prints and color ways in the golf space. From the beginner golfer to pro level golfer, Quiet Golf is for those who are enjoying their game and the style they are wearing during their round. What sets QG apart in the golf space is the feeling we evoke as a brand. Golf itself is all about pre round rituals, pre shot routines, and post round lifestyle. Quiet Golf tries to highlight all of that as being just as important as the actual round itself. We're showcasing the mental health and self-talk about the game as well as all of the inspiration we draw from the courses themselves. Whether it's the weather that day or the architecture of the clubhouse and course layout. We're inspired by it all and showcasing that in each collection.

TRENDYGOLF: Can you tell us about the inspiration behind the latest collection with Puma?
QUIET GOLF: The inspiration behind the latest collection with PUMA was the collaboration itself. The fact that a “bigger” player in the space was willing to take a leap into it with such a younger brand was a big part of it. We then rolled up our sleeves and thought about what PUMA hasn’t really done yet. We dug into our course inspiration and color ways that we think could be seen more in the game and on the tour. More muted and earthy tones to calm the mind and blend into the course while playing.

TRENDYGOLF: How does Quiet Golf stay innovative, and what values does the brand prioritize?
QUIET GOLF: QG stays innovative by doing what we do best, move quietly. Like walking 18 holes with no phone in your pocket, we simply observe, enjoy, and embrace the round, in golf, in design, and in life. This keeps us undistracted from the noise happening around us in the space and lets us focus on us and our core customers, that all translates to our collections. Our values we prioritize would be staying true to the game of golf itself. As mentioned, we’re not trying to change the game or make it something else, we’re putting on our contemporary lenses and seeing aspects of the sport through those lenses. We’ll always design based on the round of golf itself and make sure you can take what you wore or felt on the course away with you into your life. As far as materials used in our collections, we try and stay more on the natural side. A lot of golf apparel requires stretch and breathability for the game so we're always researching the best fit for that. We’re implementing more thoughtful decisions on what fabrics we start to use in future seasons. We try and incorporate recycled poly when poly blends are needed and try to keep an eye on the supply chain as best as we can to make sure we don’t over produce and create waste. QG tries to evoke a sense of relief when customers engage with us. Whether you come across our social channels or walk into our shop. We’re trying to be the pause in all the noise, most of our content is highlighting the sounds and visuals of golf, it’s as simple as that. We want you to enjoy the game and look great playing it, but not overthink things during your round and in life. There is a lot of exciting moves happening with the brand, there are some we can’t talk about but we definitely want to move more into the green grass space. We think there is a lot of loud silence to be made in the space by showcasing the mental side of the game as we do. All in all excited to be here.

Recently, we had the chance to interview Alex Holderness & John Bourne, founders of the timeless golf brand Holderness & Bourne. Holderness & Bourne is the perfect mix of timeless and classic, meets modern fits with performance driven technology. Known for their premium materials and high-end craftsmanship, Holderness & Bourne does not sacrifice quality - ever. They take a minimalistic approach when it comes to building a wardrobe, one that works for the links and everything in between.

Read our full interview with Alex and John below. 

 

TRENDYGOLF: Who started the brand? Where did the idea come from? When was it started? How did you get involved in the golf/fashion space?

 

Alex & John: We started the brand together after meeting during our business school days up at the Yale School of Management. The university course at Yale is a C.B. Macdonald gem and this is where we became friends and started conceptualizing the brand. We were playing a lot of golf back then and we became increasingly aware of the lack of great fitting shirt options in pro shops. The golf apparel market during this time around 2009-2011 was totally different. There weren’t really any brands nailing a sharp, tailored look that could transition off the course for guys like us. The styles were for the most part baggy fitting with knit collars that laid flat. We were looking for shirts with a more modern tailored fit and proper collars that stood up the way our best dress shirts did.

When we couldn’t find what we were looking for, we started talking about the idea of launching our own brand. We both had an affinity for classic menswear and just thought why don’t we bring more of a tailoring ethos into this category, given what we know. Neither of us came from an apparel background but we understood what it meant to dress well and we had a shared point of view about style. So we decided to give it a shot. During those early days we spent a lot of time in New York’s garment district learning the ins and outs of fabrics and apparel manufacturing while we calibrated our collar and fit. Looking back, the time we spent at these factories was critical for the business and gave us much needed insights that we leveraged while building the brand.

 

 

TRENDYGOLF: What does the brand stand for? What does the brand do best? What makes Holderness & Bourne unique? 

 

Alex & John: We stand for offering high-quality product and world class customer service. One without the other is useless in our opinion. In terms of what we do best, we would say that reinterpreting classic styles with modern fabrications and fits is our core strength. We borrow from the ideas of classic menswear and golf’s rich sartorial history and bring them up-to-date for guys who love golf but lead busy lives and need a wardrobe that gets them through the day whether or not they’re lucky enough to be playing some golf.    

Apart from that approach to style, we have distinguished the brand by offering what we consider to be a smarter approach to fit. We offer a “tailored fit” but to be clear, that does not mean “slim fit” across all sizes. We think of “tailored” in the old fashioned sense of the word: thoughtfully considered to fit properly and make a guy look good regardless of his build. In practice that means that our Small and Medium sizes are on the slim side, because most guys at that end of the size curve are looking for that. Large is a transitional size for us - not as slim in the torso - while our XL and bigger sizes are not slim at all but rather accommodative. So we’ve solved a problem for smaller guys without creating a problem for bigger guys. That approach has worked really well for us. 

 

 

 

TRENDYGOLF: What is the vision for the future of the brand?

 

Alex & John: For us it’s a continued focus on golf. We get this question a lot and we want to stay core to golf. It’s where we started as a brand and it’s what we know and love. At the product level, we feel like we’re just getting started in terms of our design ideas. We are now making shorts and pants, for instance, and we’ll soon be expanding in this category with both cotton and performance options.

 

TRENDYGOLF: Who wears your clothes?

 

Alex & John: Our customer is the successful guy who cares about dressing well and loves to get some golf in whenever he can. He has begun to embrace the mantra, “fewer, better things” as it relates to his wardrobe. He plays his golf at special places and enjoys investing in beautifully made, better-fitting apparel. He leads a busy life so he appreciates the fact that our styles are not only perfect for golf but also polished enough to wear to work or out on date night.  

 

TRENDYGOLF: What is your signature style?

 

Alex & John: All H&B performance polos feature our distinctive spread collar, which stands up better and holds up over time thanks to the shaping and structure we’ve engineered. The collar has been a signature style differentiator for us since the very beginning, and remains something of a calling card. In terms of layering, our signature style is The Ward Sweater which features a textured pattern knit from 100% premium Egyptian cotton - as comfortable as it is stylish.  

 

TRENDYGOLF: Who inspires your style? Biggest fashion inspiration?

 

Alex & John: We are focused on timeless style as a brand, so we often look to the British tailoring and shirtmaking houses for inspiration. We have a lot of respect and admiration for brands such as Huntsman and Turnbull & Asser to name a few. There’s a reason they have been around for so long and it all goes back to the quality and thought they put into their designs as well as the incredible level of service they provide.

 

TRENDYGOLF: What about the game of golf speaks to you?

 

Alex & John: We both love golf for the challenge and the camaraderie. To us, there’s nothing better than a sunny day out on the links with good friends and a little spirited competition. You just can’t beat it.  

 

TRENDYGOLF: Anything else you want to add/talk about relevant to the brand?

 

Alex & John: We want to wrap up by sharing that we’re making significant investments in the brand on the operational front by relocating our headquarters from a small facility in downtown Rye, New York to a large office/warehouse space in nearby Armonk, NY later this year. The move will give us the room we need as we continue to grow the brand in the years ahead. 

 

SHOP HOLDERNESS & BOURNE

 

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