Montreal, Quebec – “AUR”, a new young quality golf apparel collection, recently launched in the U.S. and Canada, does well at retail with exciting and fresh looking golf apparel. AUR has a modern fit for the golfer/athlete who wants performance clothing with a distinct look.
AUR stands for ‘All that you Are’ and lends its design to men’s and women’s added value golf fashion that is relevant in today’s marketplace both from design and performance point of view. The lines are trendy and fashion forward. They look good on and are eco-friendly.
“Like all our products, the Spring 2012 collection is very tech-driven to make it ideally suited for golf,” says Mark Fletcher. “They’ve got a great look and hand feel, and the overall styling is a bit more European-influenced than what U.S. buyers might be familiar with, but at a much more reasonable price and with a more relevant, current fit. Our customers get great value for the fashion and quality we offer; our products are very fashion-forward for the price point.”
AUR offers the consumer three distinct categories including AUR Active, AUR Authentic and AUR Aware.
AUR Active is a performance golf collection with emphasis on the golfers ease of movement. This category features the AUR double-knit Dri-Max™ polyester. These polos feature a stretch of
spandex, a soft supple hand feel and a lightweight drape that makes it ideal for swinging a golf club. Golfers will appreciate the long lasting synthetic fibers which create a strong, crease resistant fabric that is quick drying and maintains its shape season after season. For example, the AUR Tonal Embossed polo is available in bright colors such as flex blue, wasabi and white offering the golfer comfort, breathability and a stand out look on any fairway, especially combined with the Active plaid flat from pant in charcoal.
Next on the tee is AUR Authentic, a collection of more traditional golf-inspired clothing. An assortment of sweaters, vests, pants and shorts round out the category in classic colors of black, taupe, navy and charcoal. Classic inspired v-neck argyle vests and full-zip cardigans in taupe or iceberg are standouts in this collection. These argyle classics have a front panel design with finely knit tubular finished collars, cuffs and waistbands.
Finally, AUR Aware is the newest strongest growth category and the company’s attempt to give back to our ailing planet with a unique list of specifically designed fabrics including CarboCool™, S.Cafe™ and Ecosmart™. This line not only looks great on the golfer but is great for the world’s golf environment.
CarboCool™ fabric contains a blend of Polyester and Bamboo Charcoal. The carbonized bamboo is visual on the inside of this material as a grey tint. The benefits of this fabric include Moisture Wicking and Fast Drying for comfort, as well as Anti-Odor and Added UV Protection for peace of mind. Carbonized Bamboo is environmentally responsible, and offers the same benefits that a chemical finish would without the unnecessary harm to the environment.
S.Café™ uses a patented process that transforms the coffee grounds into yarn, which is then used to produce polos. Most coffee grounds end up in our landfills, which contributes to our overall solid waste management problem. Producing a garment with S.Café™ fabrics helps in easing landfill concerns.
Last but not least, EcoSmart™ is a fabric made from Recycled Polyester Yarn. Recycled polyester yarn is made from plastic post-consumer based products.
It is environmentally friendly by reducing fossil fuel consumption and green house gases when compared to regular polyester production.
The Ecosmart story encompasses 2 different fabrics including 100% Recycled Polyester and Combed Cotton/Recycled Polyester. The Combed Cotton / Recycled Polyester provides the durability and performance of polyester with the added comfort and breathability of cotton.
In the Aware line is the wonderful women’s Ecosmart™ argyle print dress in gray and heather with peony argyle accents.
The Spring 2012 color palette for men features basic must-haves in a myriad of colors that all merchandise back to the men’s fashion collections. An assortment of cool grays and black mixed with additional bright blasts of color: Flex Blue and Wasabi are the highlight colors for Men. In addition we have added a more traditional Brite Navy and Blue Granite collection for the more conservative golfer. For women, distinctive style, fine quality and an aura of sophistication lends itself nicely to a golf collection that is current and on-the-ball. Fashion driven Urban Garden features bright Peony paired with plaid bottoms featuring our new slim cut plaid Capri. Water Trace features Blue Glass with Black accents to provide a sporty, fun look. Skylight is all about the fashion girl who loves trendy prints. Periwinkle and Navy are the base for this group with a trendy Pucci inspired print.
For the men’s AUR apparel the price range for polos is $38 to $72, sweaters – $52 to $130, shorts and pants – $48 to $90. Pricing for women’s apparel is $38 to $76 for polos, $50 to $90 for sweaters and $70 to $90 for bottoms.
Committed to delivering top-quality actionwear, AUR owned by The Fletcher Leisure Group of Canada. Fletcher Leisure Group, based in Montreal, Quebec, is a company with 42 years of golf industry experience marketing multiple brands in Canada and the United States.
Contact:
Mary Beth Lacy at:
Email – mb@mblacy.com
Ph: 760-346-6942
