TravisMathew is a golf brand that has branched out. But golf is still at the core of the company’s DNA. Gone is the day when you have a “golf uniform” that can only be worn on the course. Instead, TravisMathew promotes apparel that can work when you’re hitting the range with buddies, but still works if you’re heading for beers after the day is over.
“You can’t have one-use items,” says Andrew McKennon, TravisMathew’s hed of international marketing. “Our clothing works on the course, but it’ll work away from it as well, whether that’s a casual Friday in the office, or out at a restaurant.”
This spring the brand is going on an “endless vacation.” Their designers believe you could be on vacation at any point—and why should it stop? They want you to look good and feel good, regardless of whether you’re playing golf or hanging at a bar with buddies.
The line for the summer is also playful, with pieces like the Tender Hooligan Polo.
“If there’s a mattress in the pool, the kitchen is on fire, and broken bottles litter the floor, but you’re sorry for partying (that hard), does that make you a TENDER HOOLIGAN?” the company asks.
The Properly Hydrated Polo reminds us that the key to success on a Friday night is to stay properly hydrated, according to TravisMathew.
Fun, but fashionable
You get the point—TravisMathew is serious about its clothing, but serious about you enjoying yourself at the same time.
“You want to look good and feel good all at the same time,” says McKennon. That means subtle hints of a palm tree on one polo, or the clever titles of others—all designed to highlight the fun of the brand.
That said, TravisMathew takes its apparel seriously when it comes to the design and fabrics it uses. The company is always pushing ahead, trying to find the next interesting fabric or design that will keep them a step ahead of the competition in the increasingly challenging market for lifestyle apparel.
“We’re trying to push the envelope where lifestyle meets golf,” says McKennon. “There’s nothing we can’t do as a brand and we’re always challenging ourselves to move forward.”