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GoldenWear to fill void in women's golf apparel
Aug '10
GoldenWear Apparel announces it's company launch and first collection. Filling a void in women's golf apparel, an industry that has forgotten the simple fact that female golfers do age and want to continue looking and feeling great on the golf course past their 30's and 40's, “Golden on the Green” is founder Darlene Harwick's mantra for the new clothing company.

It began with a need and a vision: Summer of 2009, facing a mirror in the dressing room of her country club's pro-shop, Darlene sadly looked down at a small mountain of golf clothes tried and tossed aside. I thought I had lost my wow factor,” Darlene confided.

“Everything I had tried on looked great on my younger contemporaries but just didn't look good on me... I felt cheated because at age 57 I'm still very fashion conscious. I want to look great when I play golf and enjoy post-golf activities. What I don't want is to look like I raided my daughter's closet for golf clothes."

As an avid, social golfer and older woman, she saw a huge segment of women's market neglected in ladies golf fashion. “Women of all ages want to be stylish.” Darlene stated.

“However, let's face it, bodies change over time. Many women of my generation want a little more coverage for our upper arms, thighs, or tummies. But today's fashions often come to the fairway via the runway. Designers aim their collections to the young, athletic golfer.”

Darlene's frustration not finding clothes she felt comfortable wearing became her inspiration to create golf clothing for older women. Months researching the desires of mature golfers followed hundreds of hours studying fabric qualities, weights, and drapes. With a professional team of designers and pattern-makers in place, GoldenWear set forth to bring these designs from concept to reality.

Great design, materials, and manufacturing processes were paramount goals to ensure her new company's success. The Coronado Collection exemplifies this work: soft, relaxed fabrics, great fit, styling, and easy travel clothing, with tasteful details of rhinestone zippers and Swarovski crystal buttons.

The sports apparel industry is fiercely competitive, but GoldenWear is primed to take advantage of a market niche that has unfortunately been neglected, older women golf clothing. Millions of dollars in marketing budgets are no replacement for awareness of the needs and desires of Darlene's generation. “GoldenWear has challenged the status-quo in women's golf clothes.” Darlene said. “Our golf apparel is designed for the mature woman but will be worn by women of all ages." Darlene laughs, “Hey, I say to all Boomer women, 'Be golden on the green!'”


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