Already in over 150 of the country’s finest golf clubs and with a successful launch at Nordstrom behind them, — Williams Athletic Club is taking the next step into fashion and lifestyle retail
Lake Oswego, Oregon — Williams Athletic Club, the women’s apparel brand built at the intersection of quiet luxury and high-performance design, will be attending Coterie New York this September 9–11 at the Javits Center (Booth 5175). The appearance marks the brand’s entry into the fashion and lifestyle retail market — a natural next chapter for the brand created by apparel industry veteran Susi Proudman, who built her career at Nike, Lululemon and Aritzia before launching her own label.
Since its founding in 2023, Williams Athletic Club has grown into a trusted brand at over 150 of the best golf and country clubs in the country. That foundation — built on genuine relationships with club professionals, pro shop buyers, and the women who set the standard at their clubs — has proven that the Williams Athletic Club customer is not defined by the game alone. She is a woman of style, taste, and intention, and the brand has always been designed with her whole life in mind.
The brand is just coming off a successful launch with Nordstrom in July and Coterie is the next step. As one of the most respected wholesale trade shows in the fashion industry, Coterie brings together the retailers and boutiques that dress the modern woman with care and consideration — exactly the kind of partners Williams Athletic Club is looking to grow alongside.
The brand is not looking to be everywhere. It is looking to be in the right places — with wholesale partners who share its commitment to quality, its respect for the customer, and its belief that elevated, technically considered apparel has a home far beyond the golf course.
“Williams Athletic Club was always going to be more than a golf brand. The course was our starting point — it gave us our roots, our community, and our standards. But the woman we design for doesn’t stop at the 18th hole, and neither do we. Coterie feels like exactly the right room to walk into next.” — Susi Proudman, Founder & CEO, Williams Athletic Club
Wholesale partners, buyers and media interested in connecting at the show are encouraged to reach out to schedule an appointment. sales@williamsathleticclub.com \ media@williamsathleticclub.com
About Williams Athletic Club
Williams Athletic Club is a women’s apparel brand built at the intersection of quiet luxury and high-performance design. Founded by Susi Proudman, the brand creates elevated, technically considered pieces that setting a new standard for what women’s apparel can be.
