Fashion on the Fairways

It'sS not so long ago that loud, collar-less shirts and colourful trousers wouldn't have gotten you further than the locker room. But times have changed. Today's new breed of Tour professionals are changing the image of the game.

They're daring to be different and are not afraid to make a statement. Just look at Ian Poulter. Five years ago, Ian was quietly making his way up the Order of Merit on The European Tour, when he decided a change of image was the way forward. Out go the finely sculpted sideburns, in comes the mad hair, crocodile skin belts and pink trousers. And the result? Every man and his dog now know who Ian Poulter is.

Nobody can put their finger on precisely when things first started to look up and golfing fashion actually started to become fashionable. Perhaps it was the Scandinavian influence. Maybe it was when Jesper Parnevik stepped on to the first tee at the Bob Hope Desert Classic in 1997, wearing streamlined trousers, offset by his fashion accessory George Burns big cigar and Popeye cap.

The whole movement, the whole modernisation of fashion in golf, started right there, explained Johan Lindeberg, designer of Parneviks unconventional look, and owner of Lindeberg fashion house. I always thought Jesper was a great looking guy but he just looked terrible in the clothes he was wearing. He looked like Bobby Ewing from Dallas. I took Jesper from Bobby Ewing and turned him into Steve McQueen.

Parnevik was arguably the first player to take golf fashion to new heights. He was the leader of the pack and others have slowly but surely followed in his footsteps. Inevitably, it has been the younger players who have adopted new styles, while players such Monty, Woosie and Bernhard Langer are more than happy to stick with what they know.

The last few seasons have seen a whole line-up of young guns upping the fashion stakes on this side of the Atlantic. Nick Dougherty was the first to step up to the challenge, unconventionally streaking his hair red to show his devotion to Manchester United FC. Polo Ralph Lauren were quick to spot Doughertys marketability and snapped him up as their representative on the fairways. Tag Heuer followed suit.

Alongside Dougherty, Poulter has emerged as the peoples favourite. Flambuoyant, with a touch of arrogance, the Englishmans dress sense is as unpredictable as the weather, but you can guarantee hes going to stand out regardless. I just like to make it fun for myself and for everybody else, admitted Poulter. We need a few characters out there, otherwise people would think it is a bland and boring sport, and that is exactly what it is not.

Poulter and Dougherty sit at the helm of golfs Brat Pack, with Luke Donald, Justin Rose and Graeme McDowell all playing their part in bringing up the rear. All young, all good looking, and all winners on either the European Tour or PGA Tour, they are the face and the future of the game. I'm definitely into fashionable clothes, says Justin, but the real change for me is that big sports brands have made the game more sporty, which appeals to the kids more. Golf's now trendier than it's ever been.

Right now, synthetic fibres are out, cotton and linen are in. Bright colours, sleeker cuts and bolder lines are the look that the likes of Lindeberg, Hugo Boss, Lacoste, Prada, Burberry and Polo Ralph Lauren are adopting. "People are now trying to find a more individual style, said Lindeberg. With all the new fabrics, everyone can be comfortable in a tight fit. You'll feel more athletic, your wives will be happier and you'll actually play better."
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These days, there are enough styles around to suit everyone. Some choose to stand out from the crowd, others prefer to blend in. After a few years of relative elusiveness, Swede Fredrik Jacobson decided it was time to stand in the limelight, and not just for his golf. Winner of two titles on The European Tour last season, Jacobson is easily recognisable, dressed, like his fellow countryman Parnevik, by Lindeberg.

We spend over 200 days a year playing golf tournaments, so its nice to wear something you like and feel comfortable in, said Fredrik, who was described by Lindeberg as, more old-style punk rocker than conventional Tour pro.

Jacobson concurred: Thats why Ive chosen the clothes I have.

The latest player to join the fashion ranks is Darren Clarke. Having dropped 44 pounds in weight over the winter months, Clarke decided to opt for a new wardrobe, with bold, bright patterns to match his more modest frame. Maybe its a mid-life crisis, I dont know, smiled Darren. I do know they dont need as much material to make my trousers now, so maybe Im a little more comfortable wearing clothes that stand out.

While fashion houses these days are clambering over each other to release their latest lines onto the market, it has not always been the case. With a few notable exceptions in the past, most of the latest trends never made it on to the fairway. Comfort was the order of the day, and comfort largely came in the shape of cashmere. Or plaid. Needless to say, it wasnt a pretty sight.

In the days of Walter Hagen and Bobby Jones, in the 1930s, baggy knickers were fashionable, neckties were commonplace and tailored jackets or long coats were the norm. Style seemed to be a prerequisite. But as World War II came and went, elegance went out and casual came in. Ben Hogan played in a cardigan and Sam Snead wore a straw hat.

Fashion in golf has constantly been evolving, changing from era to era. Unlike team players, golfers have the luxury of choice, but it seems as though it isnt necessarily a good thing. In the late 1950s, Esquire Magazine ran an article aptly labelled The Grey Flannel World of Golf." Grey, black and white were the colours of the day, and with the exception perhaps of Jimmy Demaret, bright colours were nowhere to be seen. But the introduction of colour television in the mid-60s changed everything. Suddenly there was a reason to dress boldly.

Doug Sanders was one of the first to step into the limelight in the States and he soon earned the nickname of the Peacock of the Fairways, while several European players produced their own personal identities. Tony Jacklin became famous for his all-purple outfit and the turtlenecks he wore when he won The Open Golf Championship in 1969.

The 70s came and went, with tight fitting trousers leading the way in the fashion stakes. Trousers became tight at the waist and flared at the bottom. Plaid patterns were on everybodys Christmas list, in comparison to todays fashion, where plaid would be on the fashion polices most wanted list.

The 80s were the era fashion forgot. For a long time, golf was stuck in a 1980s sand trap, said Lindeberg with a wry smile. The clothes were ridiculously baggy and lumpy. I wanted to challenge the 80's establishment and inspire them to a new and more modern look.

Few players stood out for their attire in the 80s, with the exception of the late Payne Stewart, who stepped into a fashion time machine, wearing plus fours, shirt and ties, calling it his contribution to preserving the history of the game.

With the 90s came Tiger Woods, soft collars, no collars and an abundance of v-neck jumpers. But when Jesper Parnevik stepped on to the first tee at the Bob Hope Desert Classic all those years ago, fashion stepped up to the next level.

Todays fairways are awash with a myriad of colours and styles. Some players keep up with the times, others merely stick with what feels comfortable. One of the problems of being a dedicated follower of fashion is that it draws the attention of the crowds. To stand out on the fashion front means that youve got to have the game to get away with it. Once youve made yourself noticed youve got to produce the goods. That in itself can create unwanted pressures.

But regardless of how fashionable players think they look today, you can guarantee that there will come a time when they look back and wonder what on earth possessed them to think they actually looked good.

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