In with the new, back with the old

By Janice Ferguson
GPA Apparel Writer

The upcoming 2010 PGA Merchandise Show will have a number of new exhibitors seeking to find their niche in the golf apparel industry, with other long-time absentees making their way back on the scene.

LadyB is one such newbie to the Show, set for Jan. 28-30 in Orlando, FL. From the old guard will be Hugo Boss, which is making its first appearance in 11 years.

LadyB is a golf and tennis wear brand for women and girls. New York-based designer Christine Chun is an avid golfer and no stranger to fashion mainstream. Using her experience as a buyer for Giorgio Armani and Intermix, Chun created a small collection of feminine-shaped polos and skirts that are carefully designed to accentuate the female body, thus giving the clothing line a very feminine appeal.

An effortless elegance shows through in each piece, the focus being on quality and intricate details. The line of women's tops includes a braided placket and cuff polo; ruffled, tuxedo, lace and bow detailed tops; and a layered sheer sleeve polo.

Chun pays close attention to the way garments are made and how the final product will be perceived. When designing the LadyB line, she spent countless hours thinking of ways to merge smart design with fashion. Chun also contemplates the amount of hours a woman will stay at the golf course in her attire, ensuring extended comfort meshes with a stylish look. This focus caters to the woman who appreciates sophistication, style and comfort.

LadyB stands for ladybug, which in many cultures carries the belief that ladybugs bring good fortune. A life-size embroidered ladybug can be found on each garment.

In its return to the PGA Merchandise Show, Hugo Boss will present its Boss Green golf and sportswear collection for men that pairs classic European cuts with modern day design. The lines' goal is to bridge the gap between fashionable sports apparel and sportswear fashion by combining sophisticated design with intelligent performance features.

A 1950s, campus retro-look dominated the fall/winter 2009 collection, featuring plaid shirts and bright color combinations. Shirts, sweaters, jackets, pants, shoes, belts, gloves and bags all work together to create a cohesive Hugo Boss look.

Expect to see various sized checks on trousers, shirts and jackets paired with stripes and argyles. Refined details such as embroidery and prints appear on collars and cuffs. Accessories such as a glossy bronze golf bag in water-repellent nylon coordinates with a matching windbreaker. Meanwhile, shoes go from work boots to stylish sneakers in fun, bright colors.

The Pro Line segment of Boss Green is devoted exclusively to technical golf apparel, featuring water-repellent and breathable properties along with maximum wearing comfort in its jackets, pants, knits and shirts. All of the professional golfers outfitted by Boss Green - such as Swede Henrik Stenson - wear carefully selected outfits from this capsule line.

For information on LadyB, visit www.ladyb.com; for Hugo Boss, visit www.hugoboss.com.