By  on May 17, 2007

ATLANTA — After taking a stance to stay out of the technical golf apparel market, green grass apparel brand Fairway & Greene has entered the technical market with a line of luxury men’s apparel using its new Pureformance fabric.

Pureformance will be featured in two of the brand’s fall 2007 men’s collections, South Lawn and Big Sky. It began shipping to golf shops May 15. Fairway & Green, which has historically focused on producing luxury golf shirts from luxury natural fabrics, expects the technical product segment to account for about 10 percent of its total offerings by the end of 2007, with likely expansion into its growing women’s business.

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