A collection of appears to be like from Goldie Byrd’s debut line
The glamorous aesthetic of ‘Poolside Gossip,’ photographer Slim Aarons’s 1970 opus, depicting a pair of lounging socialites with a 3rd approaching, cocktail in hand, related with a brand-new golf attire model. The vibes of the idyllic mid-century trendy scene with a Palm Springs desert mountain dreamscape within the backdrop hit the quilt off the ball for Goldie Byrd, an elegant golf style upstart intent on creating an trade splash.
Aarons’s indelible picture impressed the model’s photoshoot for his or her debut line, highlighted by their wild cherry pink, ‘on a regular basis’ gown cinched with a built-in belt, which has develop into their bestselling merchandise out of the gate.
“It’s simply so eye-catching and it’s been fascinating to listen to the suggestions,” Julia Roper, Goldie Byrd’s co-founder, defined.
“To be trustworthy I used to be nervous in regards to the gown translating and these are severe golfers which might be loving this gown. It provides us the peace of mind that ladies need this sort of model,” she added.
The model was conceived after Arielle Solheim, great-grand-daughter of Ping founder and Anser putter designer Karsten Solheim bumped into Roper, an L.A. style trade veteran who logged time in at Clare V. and later launched her personal activewear label, at a dinner occasion in Napa Valley.
Solheim grew up within the trade and put in time on the solely massive 5 OEM that continues to be a household enterprise earlier than leaving for stints in industrial actual property and asset administration. However golf was such a central a part of her life that it was solely a matter of time earlier than the sport and her profession as soon as once more aligned.
Goldie Byrd founders Julia Roper and Arielle Solheim
With feminine participation within the sport surging, she recognized important white area for a women-centric attire model. This was notably evident since legacy manufacturers, nonetheless overly centered on the Males’s aspect, continued to deal with girls’s fashions as an afterthought. When the thought was gestating, utilizing Ping as a springboard to launch the label did cross her thoughts however she rapidly realized, the corporate named after the chiming influence sound its early membership’s made, wouldn’t be the appropriate match.
“Finally, Ping is a special model. I felt that if we’re creating one thing purely women-focused we needed to create our personal model that was 100% geared towards girls, interesting to them on each match and magnificence,” Solheim defined.
Birds of a Feather
Arielle had the thought for an elegant golf clothes line, ideated on the identify Goldie Byrd and was searching for somebody on her wavelength to assist execute her imaginative and prescient. With Roper’s expertise bringing fashions to market coupled with Solheim’s product information and market consciousness, the newly acquainted pair figured they’d flock collectively on the enterprise.
“Style typically is so saturated nevertheless it actually seems like this area out there is untapped and we need to be that model that ladies affiliate with in the event that they’re going to play golf on the weekend, they’re possibly an informal golfer and don’t have one thing to put on but. We need to be the model that involves thoughts,” Roper mentioned
Goldie Byrd, which solely launched just a few weeks again, is presently a D2C play however has its sights firmly set on increasing into wholesale channels and getting in entrance of shops. They really feel the flexibility of the sporty model which crosses over nicely into different membership sports activities, like tennis and pickle ball, will resonate with consumers.
The purpose is to realize a presence in mainline bricks and mortar retailers resembling Nordstrom whereas additionally getting just about stocked on the racks of multi-brand on-line curators like Web-A-Porter, Revolve and Shopbop. On the golf aspect, Solheim is concentrating on the professional retailers of choose resorts whereas additionally eying collaborations with faculty golf packages
Their present model consciousness spreading technique requires leaning closely into influencer advertising with a give attention to golfers with a proclivity for style. But when they ultimately do go the professional endorsement route, names like Nelly Korda and Charley Hull are on the high of their leaderboard, so far as execs they’d love to decorate.
Solheim is assured, she goals massive and feels that Goldie Byrd, down the road, might someday even be as massive as Ping.
“I do know the proprietor of Vuori and I obtained to see how that firm began from the bottom up, how rapidly they grew in a market that was untapped and unserved. I fully imagine within the potential of what we’re creating. So long as we stick with our technique and do issues the appropriate means, the sky is the restrict,” she mentioned.