{"id":4508,"date":"2022-05-04T12:18:00","date_gmt":"2022-05-04T19:18:00","guid":{"rendered":"https:\/\/production-a-us-west-2-blog.pxg.cloud\/the-range\/?p=4508"},"modified":"2022-06-07T12:21:53","modified_gmt":"2022-06-07T19:21:53","slug":"pxg-in-drive-to-update-golfs-fashion-image","status":"publish","type":"post","link":"https:\/\/production-a-us-west-2-blog.pxg.cloud\/the-range\/news\/pxg-in-drive-to-update-golfs-fashion-image\/","title":{"rendered":"Parsons Xtreme Golf In Drive To Update Golf\u2019s Fashion Image"},"content":{"rendered":"\n

First published: wwd.com\/business-news\/business-features\/parsons-xtreme-golf-in-drive-to-update-golfs-fashion-image-1235103912<\/a>
Rebecca Kleinman – February 28, 2022<\/p>\n\n\n\n

One gets a sense that even if golf weren\u2019t booming in the pandemic that PXG would be in full-on expansion mode.<\/p>\n\n\n\n

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An acronym for Parsons Xtreme Golf, as in GoDaddy founding billionaire Bob Parsons, the golf equipment brand and its PXG Apparel offshoot, the latter helmed by his wife Renee, aim for 40 retail stores by 2024. Not ones to ride off into the sunset after he sold his domain registration company\u2014 unless it\u2019s in a golf cart at their Scottsdale National Golf Club, which they renovated and expanded \u2014 the couple is having fun shaking up the staid golf scene.<\/p>\n\n\n\n

\u201cGolf is becoming cool again, and people don\u2019t want a lot of rules,\u201d Renee said of their mission to make the game more inclusive.<\/p>\n\n\n\n

Frustrated with the equipment available, Bob launched his own line of clubs in 2014. Men\u2019s and women\u2019s clothing followed in 2018 and took off with golfers and nongolfers alike. It was no accident.\u201c<\/p>\n\n\n\n

\u2018How do we take this [look] on and off the golf course?\u2019 is at the forefront of everything we do,\u201d said Renee, who always has her eye on the runway for inspiration. \u201cIt\u2019s about reinventing golf attire with fashion elements that roll right into apr\u00e8s-golf. People also wear it to run errands, work and play other sports like tennis and pickle ball.\u201d<\/p>\n\n\n\n

With a hospitality background, she learned the fashion industry from the ground up through a partnership in South Korea. Apparel is still manufactured overseas, but production and design moved to PXG\u2019s headquarters in Scottsdale. During the transition, Renee reached out to an instructor with Arizona State University\u2019s fashion program for help. The collaboration turned into an ongoing internship initiative with the school. Renee proudly notes they made more than a dozen new hires during the pandemic, including two executives who had worked at Kiki de Montparnasse.<\/p>\n\n\n\n

\u201cOur design director doesn\u2019t play golf, but he brings a fresh perspective and gets details,\u201d she said, of the importance of flattering fits without being overly body-con and how pieces must feel good on. \u201cEven our male customers share how they love our style and that they wear our polos off the course with jeans and a blazer.\u201d<\/p>\n\n\n\n

After sizing was regraded for the U.S. market, returns fell to 3 percent or less. PXG gets ahead of supply chain setbacks by sourcing materials from a variety of regions like Italian knits, Peruvian cotton and Japanese khaki.<\/p>\n\n\n\n

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Renee said finding ethical, sustainable materials and factories is a pillar of the brand\u2019s ethos. A handbag collection in vegan cactus leather sourced from Mexico-based Desserto launched in December. Six styles including a tote, crossbody and duffel bag retail from $125 to $395. Another handbag collection\u2019s nylon is made from recycled water bottles. She estimates 60 percent of spring 2022 apparel and accessories is sustainable, compared to half prior.<\/p>\n<\/div>\n\n\n\n

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Initially limited to black and white, clothing added more color for spring. Blues, reds and oranges borrow from the company\u2019s desert locale\u2019s famously dramatic sky. Dresses also debuted, among the mix of sporty cuts and fashion-forward pieces such as bike shorts and cropped tops, including a puffer jacket.<\/p>\n\n\n\n

\u201cDresses are functional but cool in a PXG way. I\u2019m looking to Dior and Gucci to see how can we reinvent this space,\u201d Renee said. The couple\u2019s aggressive approach to store openings isa bright spot in the current retail climate. Renee brings her experience in running events for GoDaddy, and they hired a Los Angeles event planner to work in-house in Scottsdale. Ken Downing curated a fashion show at their Dallas store opening last year, where brand ambassadors Gary Player, Anna Rawson and Darius Rucker mingled with other celebrities.<\/p>\n\n\n\n

As a direct-to-consumer, experiential brand, PXG requires different brick-and-mortar specifications. Stores average 7,000 square feet to accommodate hitting bays and putting greens (apparel occupies 2,000 to 2,500 square feet), and customers lugging golf equipment need convenient parking. In addition to Dallas, the company operates 11 other stores\u2014 four in the greater Phoenix area; two in the greater Chicago area; Atlanta; Seattle; Troy, Mich.; Edina, Minn., and King of Prussia, Pa.<\/p>\n\n\n\n

Pending stores for 2022 are Fairfax, Va., in March, Orlando in April, Houston in May and Denver in June. More locations are planned for Boston; Nashville; Toronto; Honolulu; Charlotte, N.C.; Columbus, Ohio; Paramus, N.J.; New Rochelle, N.Y., and South Florida.<\/p>\n\n\n\n

\u201cOur stores don\u2019t need to be in high traffic areas and actually do better when they aren\u2019t,\u201d she said.<\/p>\n\n\n\n

Other apparel-related projects include a celebrity collaboration by year\u2019s end and the Bold capsule collection with two sweatshirts and a T-shirt for International Women\u2019s Day\u2019s Break the Bias campaign on March 8. Advocates for women\u2019s equality, the couple is reinventing golf\u2019s \u201cboy\u2019s club\u201d image with female-friendly details, from location of tee boxes to the pro shop\u2019s inclusive ambiance. Rather than men\u2019s and women\u2019s clubs, equipment is customized per individual.\u201c<\/p>\n\n\n\n

I want to be a voice for women\u2019s golf,\u201d Renee said.<\/p>\n","protected":false},"excerpt":{"rendered":"

First published: wwd.com\/business-news\/business-features\/parsons-xtreme-golf-in-drive-to-update-golfs-fashion-image-1235103912Rebecca Kleinman – February 28, 2022 One gets a sense that even if golf weren\u2019t booming in the pandemic that PXG would be in full-on expansion mode. An acronym for Parsons Xtreme Golf, as in GoDaddy founding billionaire Bob Parsons, the golf equipment brand and its PXG Apparel offshoot, the latter helmed by his… Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":16,"featured_media":4512,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[36],"class_list":["post-4508","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-apparel"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/production-a-us-west-2-blog.pxg.cloud\/the-range\/wp-json\/wp\/v2\/posts\/4508","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/production-a-us-west-2-blog.pxg.cloud\/the-range\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/production-a-us-west-2-blog.pxg.cloud\/the-range\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/production-a-us-west-2-blog.pxg.cloud\/the-range\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/production-a-us-west-2-blog.pxg.cloud\/the-range\/wp-json\/wp\/v2\/comments?post=4508"}],"version-history":[{"count":2,"href":"https:\/\/production-a-us-west-2-blog.pxg.cloud\/the-range\/wp-json\/wp\/v2\/posts\/4508\/revisions"}],"predecessor-version":[{"id":4513,"href":"https:\/\/production-a-us-west-2-blog.pxg.cloud\/the-range\/wp-json\/wp\/v2\/posts\/4508\/revisions\/4513"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/production-a-us-west-2-blog.pxg.cloud\/the-range\/wp-json\/wp\/v2\/media\/4512"}],"wp:attachment":[{"href":"https:\/\/production-a-us-west-2-blog.pxg.cloud\/the-range\/wp-json\/wp\/v2\/media?parent=4508"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/production-a-us-west-2-blog.pxg.cloud\/the-range\/wp-json\/wp\/v2\/categories?post=4508"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/production-a-us-west-2-blog.pxg.cloud\/the-range\/wp-json\/wp\/v2\/tags?post=4508"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}