Earlier this year we wrote about the revolution going on with Ashworth apparel. (You can read more about it here.) Honestly, the brand had dropped off our radar for several years. It had become a “Champions Tour” brand–baggy fits and wide sleeves that fell at or below the elbows.
Justin Rose’s victory at the U.S. Open is significant from a style standpoint because the winds of change began to freshen at Ashworth when he joined the brand about a year ago. Suddenly the colors we saw from Ashworth were brighter and the cuts were more on trend.
Think about Justin Rose’s looks at the U.S. Open. Smaller, crisper collars. Shorter, narrower sleeves. Slimmer, more fitted cuts. We even saw Rose in magenta pants earlier this year–big changes from what we saw from Ashworth just a few years ago.
Below is Rose’s apparel script from the U.S. Open. It is filled with classic navy blues, bold stripes and color blocking. Notice how he flipped the script and substituted a solid navy shirt on Saturday for the scripted multi-stripe shirt–a simple alteration that resulted in a more modern look. Rose completed the looks with custom versions of Ashworth’s Cardiff street shoe (another trend) that included his children’s names on the heels.
While Ashworth may never be considered a fashion-forward brand, it has repositioned itself to appeal to a younger, hipper player and Rose’s win on one of the biggest stages helps to complete the transformation.
Performance Color Blocked Golf Shirt