Oxford Industries is launching a new technically skewed sportswear collection, and has chosen the PGA Show in Orlando, Fla., later this month to introduce the line.
“We have a rich heritage in golf and we saw the need in the market for sportswear that incorporates technical features but that can be worn for everyday life,” said Debra Miller, vice president of design and merchandising for Oxford Golf, which is overseeing the collection.
She described the line, which will debut for fall, as “classic with a twist,” and said it is designed to be true sportswear, not just a golf brand. “We’ve typically had more golf product and dabbled in merchandise for the clubhouse and beyond, but now we’re pushing it to a more lifestyle perspective.”
The collection, which will be targeted to green-grass shops as well as better men’s specialty stores, will consist of polos, woven sport shirts, knitwear, casual bottoms, outerwear and shoes. Miller described it as the company’s take on “sophisticated” ath-leisure.
There are cotton button-down and spread-collar shirts in checks and plaids in a nylon and spandex blend that makes them quick drying, breathable and wrinkle-resistant. Polos are made from cotton and Dri-Release polyester or Coolmax in updated designs with smaller collars, more-tailored sleeves and more-contemporary designs.
Oxford sportswear will also include sweaters in cotton and wool, some with Coolmax and others in French terry and spandex. There are crewnecks, V-necks, quarter-zips and button-placket styles as well as quilted vests.
In terms of pants, the sportswear collection will include three types of trousers: a flat-front cotton chino, a five-pocket model and a polyester-spandex blend.
The shoes will be available in drivers, loafers or chukka boot styles.
Retail prices include woven shirts for $125, polos for $89, sweaters for $99 to $200, shorts and pants for $89 to $125 and shoes for $195. The brand has a horseshoe logo and its tagline is “Make Today Lucky.”
In addition to the PGA Show, which runs from Jan. 25 to 27, the line will be shown at the MRket show in New York as well as regional shows in Chicago, Dallas and Charlotte, N.C., this winter. Miller said a “shoppable” web site for the brand will go live when the line ships in May.
Atlanta-based Oxford Industries is the parent of Tommy Bahama, Lilly Pulitzer and Southern Tide.