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.

The company said it decided it was time to make a targeted entrance into the technical market because of the category’s rise in popularity in recent years at the green grass level, combined with requests from PGA professionals for Fairway & Greene to meet the consumer demand for exclusive and unique quality performance product.

“We simply no longer could ignore the technical category,” said Todd Martin, president of Fairway & Greene. “While we have always been a natural fiber company and have stayed away from technical yarns in the past, our golf professionals continued to tell us there was growing market demand for performance products, so we had to listen and get into the game.”

The Pureformance fabric features 100 percent Pima cotton yarn on the outside of the hybrid shirt, backed by a high-quality, micro-denier polyester yarn on the interior that moves moisture away from the body. The shirts carry the same suggested retail price as Fairway & Greene’s cotton shirts: $80 for solid colors and $90 for patterns.

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