Toronto, Ontario — Canadian-based Phresh Wear Inc. will be launching their Spring 2010 line to the United States. Phresh prides itself on being a fresh, new take on the classics. Consumers no longer need to choose between fashion and function as the line continues to bridge the gap between performance and style. The company’s slogan “Passion, Performance, Play” not only describes the spirit of the line but the people behind it.
Founder Tim Tochor conceived the line in 2003. An avid golfer that played several mini-tour events, Tochor realized that his talents would be better used outside of simply playing the game. He realized that individuality was something that golf apparel lacked and the changing demographic of the sport demanded more options. The more youthfully-minded golfers entering the market were not interested in the traditional apparel that was commonplace on the course. In addition, these players insist on a very functional, wearable line that not only allowed them to express themselves but that also didn’t inhibit their game.
“Every year at Phresh we keep getting excited as we grow and build a brand for the future. Patience and integrity are the sole fibres that build this line, we are not out there to pound our chest and be seen in every shop in one year and be gone the next”, says Tim Tochor, President of Phresh. “We have built a team that has passion about every garment. From our designs, fabric, manufacturing, sales, shipping and administration we all strive to build strong relationships with our clients. At the end of the day everyone feels that they are closer to seeing all the hard work they have accomplished.”
Teaming up with a stellar designer possessing 20 years of textile, forecasting, and design experience, Tochor manufactured a line that met the needs of the new golf demographic. First introduced at the 2004 Ontario PGA show in Toronto, the line received wildly enthusiastic reviews. The “Phresh appeal” and buzz started and has continued to grow. In 2008 Score Golf nominated Phresh Wear as the most emerging Canadian company of the year. The processes of localized production and design assure the company has control of their offerings and allows them to remain a step ahead of the market. With shorter lead times and private label options, they are still able to maintain affordable price points.
The Phresh Spring 2010 collection is a reflection of the current times. With colors that reflect the feeling one has when they play the game, the overall theme is one that goes back to basics and strips out the superfluous. The sentiment is one that allows a well-deserved opportunity to unwind and while reconnecting with what is truly important and the drive to get there. The moods are evident; turquoise for the calming water of the ocean, grove is a relaxing siesta in the orange groves, and aloe invokes those soothing properties of the plant. Earthy colors ground the line with clay, coal, peat, and moss while crystal, maize, and orchid are meant to be more of a stress-relief. Anchored by classics such as navy, white, and black there is something for everyone to feel comfortable and confident in. Styles for Spring 2010 also utilize a sporty yet patriotic vibe that incorporates both classic and modern lines.
“The golf apparel business has grown immensely over the years both in the traditional and modern lines. It also saw several new types of fabrics hit the market from, double mercerized cotton, to performance polyester and now all eco friendly fabrics”, states Tochor. “This burst in apparel came from the increase in players, golf courses and resorts. Now in the past few years, the disposable income used on golf has decreased and yet all these golf courses need to be played and clothing lines need to sell their apparel. However, at the end of the day, hard work and service will prevail – that’s what everyone at Phresh does really really well.”
Phresh Wear is carried by fine pro shops and resorts throughout the United States. In Canada they can be found in Summerland Golf Club, Mandarin Golf Club, Oakdale Golf Club, Glen Abbey, King Valley, Vancouver Golf Club, and the fine menswear store Frackeltons and Garveys In addition they will be displaying the line at SCGRA in Irvine, CA from August 17-19, West Palm Beach Golf Expo from August 18 – 20 and PCIEXPO in Naples, FL from August 25-27. For more information visit the company website at www.phreshwear.com and book your appointments early at email@example.com.
Mary Beth Lacy at: (760) 346-6971