Golfwear and menswear brand Devereux is set for greener pastures. Robert Brunner, creative director of the emerging USA-based brand shares insights with fibre2fashion.com
Fibre2fashion : What is the global size of the apparel market for golf? What is the pie that Devereux would like to claim for itself?
The global size of the apparel market for golf is very large and focused. Golf is a unique sport in which you have to wear appropriate attire to play. As long as there are golfers and the game continues to grow globally, there will be need for specialised golf apparel. Devereux is concentrated on sharing a decent percentage of the pie, but never to produce on mass level, where we lose the integrity of our apparel. We focus on producing trendy and quality products.
Fibre2fashion : What is the Devereux signature style that sets it apart from the other handful of brands in this niche?
Devereux has a unique style, which is classic modernism. When designing at Devereux, we look to the silhouettes of the past and add our unique modern flare to what was. Our design and precise tailoring are fashion-forward focused, while keeping the functionality and performance of golf in mind.
Fibre2fashion : What are your plans for the e-com and m-com space?
We currently have e-commerce presence, and have just launched a blog that relates to the sport of golf as well as to the lifestyle of the modern gentleman. We like to provide our customers with interesting trends and passionate insight into the fashion world.
Fibre2fashion : What trends are likely to rule the golf apparel market?
The biggest and hottest trend at the moment for golf is proper tailoring. More and more players want a more slimming look on the course. The up-and-coming trend is to resort back to classic and simple looks. Men are fashion-conscious, and desire a better look on-course as well as off-course.
Fibre2fashion : What has been your growth story last year and what is the target set for the next fiscal?
The growth of the brand has been wonderful in its first couple of years. The golf community supports what Devereux is doing, and it helps us grow and build our identity.
Fibre2fashion : What is the kind of R&D that goes into your product line?
The things we research are trends, fibres, fabrication, functionality and performance. Every product we create, we start from the basics of fibre characteristic all the way to garment construction.
Fibre2fashion : What about your retail presence?
Devereux is focused on the finer clubs and resorts nationally, and has begun to expand its growth worldwide. We are also expanding our brand into the likes of a few boutique shops and finer retail stores.