F
ew names resonate in golf like that of the late Payne Stewart, a player known as much for his character as he was for his game. In addition, his flashy yet sophisticated sense of style turned heads on golf courses throughout his storied career.
That fashion sense has been captured in the new Payne Stewart Collection, a line of polos, quarter-zips, windshirts, packables, pants, shorts, trademark knickers and headwear that reimagines Stewart’s singular flair in modern styling and fabrications.
Led by longtime apparel industry executives Gary Sims, CEO of International Brands Group, and Joey Rodolfo, Designer, the collection is characterized by stripes, plaids, prints, double-taped collars and two distinct marks: Stewart’s iconic fist pump, which is featured on the chest or sleeve with a heat transfer patch; and his signature, which will be used selectively in certain applications.
Sims addresses early reaction to the line, and why he believes consumers will appreciate it for bringing Stewart’s unforgettable fashion sense back into the marketplace.
1. What type of reaction have you gotten to the initial launch of the Payne Stewart Collection?
Gary Sims: The reaction has been very exciting as we launched during the U.S. Open at Pinehurst in June, which obviously created a lot of organic demand for the product and, quite honestly, overwhelmed us during U.S. Open Week. We’re now seeing a more anticipated demand for the product and are fulfilling orders more quickly.
2. What is it about Payne Stewart that his name and image are still compelling a quarter of a century after his passing?
Sims: I’d have to say that most people recognize Payne as one of the most unique players and people in the history of the game. His family values, personality, performance, relationships and, of course, his look defined Payne as no other.
I believe the great ones in all areas of sport become bigger and more appreciated as time goes on. As an example, the Payne Stewart fist pump pose has become iconic over time. The statue behind the 18th green at Pinehurst No. 2 always draws a crowd, and everyone wants to have their picture taken next to it. We’re very proud to use the fist pump pose as our logo for the collection.
3. How does this line represent Stewart and all he stood for as a person and a golfer?
Sims: We’ve worked hard to find the right balance between modernizing Payne’s signature looks and, with the feedback of the Stewart family, developing products that Payne would have worn today. We’ve been very fortunate to be working so closely with the family. Tracey (wife), Chelsea and Aaron (children) have been amazing, and Aaron has become our brand ambassador and model for our photo shoots. Additionally, every purchase of the Payne Stewart Collection supports the Payne Stewart Family Foundation.
4. How does Payne Stewart’s style translate to today’s golf fashion?
Sims: There’s always lots of great product in our industry but, as with any industry, there are periods where everyone seems to be focused on a similar look or a similar color story.
As an example, my closet is full of mini ditsy prints from several brands I like. We felt the timing was right to offer the consumer newness and give them a reason to buy by offering something that’s not already in their closet. The Payne Stewart Collection provided a perfect platform for putting some fashion back into the market. Our designer, Joey Rodolfo, and the entire team have done an amazing job!
The focus of the collection is on quality, great details, next-level performance fabrics, updated classics that Payne would have appreciated and fashion. Payne didn’t want to look like every-one else. Each one of those elements has a cost to them, so we have positioned the brand in the premium space, but the product has great value, as well.
5. How are you working with PGA of America Professionals to best represent the brand in golf shops and ensure sell-through?
Sims: Our strategy through PGA of America Professionals is to crawl, walk, run in partnership with these leaders of our industry.
I was with one of the greatest brands in golf apparel history years ago with Ashworth, and we had nearly 5,000 points of distribution while I was there. This will not be that, as we’re in a different era today.
We’ll go relatively slow with the best shops in each PGA Section, and give them time to develop the business before we increase distribution – always in partnership with what I call the Payne Stewart Collection Founders.