The above par Dunhill Links collection
There are three names that will forever be synonymous with the golden age of golf: Arnold Palmer, Gary Player and Jack Nicklaus. Between them, they won 34 Major titles and lay the grounding for the game as we know it.
The careers of these three stalwarts left a lasting impression on the sport and inspired generations of future players, both amateur and professional, one of whom is golf fanatic and creative director of the Dunhill Links collection, Craig Buglass.
It’s to ‘the big three’ that he credits the inspiration for his collection of high-quality, and high-end golfing attire from the famed British fashion house, Dunhill. It’s easy to see why. Aside from being brilliant golfers, Palmer, Player and Nicklaus were very much style icons. From the colourful woollen jumpers and pristine cotton polo shirts to stylish cashmere turtleneck sweaters, they shaped the way we think about golfing attire. Today’s golfers, in contrast, march up the world’s best fairways in clothes made from synthetic materials that wouldn’t look out of place on a football pitch.
The blending of the traditional aesthetic with the performance of modern, technical fabrics is at the very heart of the Dunhill Links collection, which is positioning itself as the world’s most luxurious and technically advanced golfwear. This is clothing that looks as stylish as it is effective, in a way that only a brand like Dunhill can produce.
With the boom in popularity of the modern game, there has been huge development in the performance side of golf sportswear, with sporting apparel giants Nike and Adidas leading the way. But Dunhill (which continues to be closely associated with the sport via its sponsorship of the annual Alfred Dunhill Links Championship at St. Andrews) subscribes to the idea that there are people out there who prefer the classic side of the game, and who want high-end garments that can be worn both on and off the course.
In today’s rapid consumer market, the rule of thumb is that you have a three-second window to grab a potential customer’s attention. In that brief period the product has to lure the customer by firstly looking good and then by feeling even better. Only once a customer’s attention has been hooked does the technology come into it. The collection’s polo shirts are perhaps the clearest example of this. Made from a mix of European-sourced, premium cottons and Coolmax — a material that absorbs moisture and dries quickly. It’s instantly appealing.
As anyone who has played golf in Europe or the US will understand, the weather out on the course can change quickly. In a single round it is not uncommon for players to experience four seasons in 18 holes. Therefore, the importance of modern, water-resistant technology has to factor into the development of the collection’s trousers and knitwear. Using a technology known as ‘three times dry’, the material helps take water away from the body and dry very quickly, as well as being water repellent. Although, they are not completely waterproof, the garments will suffice if a light shower hits.
While waterproofing may not be the highest of concerns in the Arabian Gulf, travelling (for business and pleasure) sure is. It’s helpful, then, that Dunhill has prepared for that, making the collection easy-care, so that the garments are quick drying and can be folded without creasing.
Keeping true to the brand’s trademark subtly, the technology remains hidden within the design, except for strategic flashes of blue detail stitching on the back pocket, or on the edge of the cuff. So while you may not have the game of Palmer, Player or Nicklaus, you can at least look as stylish.
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