Premium Golf Brands is delighted to announce that it has signed a three year deal to extend its current distribution agreement with Cutter & Buck. The agreement, which was signed earlier this month, will see Premium Golf Brands represent the brand in the UK, Ireland, Portugal and Spain through until 2015. The team at PGB will also continue to be heavily involved in the design of garments for the UK & European markets.
This agreement was signed just as Cutter and Buck announced that in conjunction with the rollout of its Spring 2012 lines, the company is embracing its heritage with a new brand identity including the unveiling of a striking, modernised logo. While not straying too far from its proud 20-plus years’ tradition of golf-inspired premier, high-quality wear, Cutter & Buck executives said the goal of the new initiative is to evolve its brand from niche-specialty to a global lifestyle brand, befitting of its Pacific Northwest routes where residents thrive between an urban and outdoor lifestyle.
According to Jens Petersson, Cutter & Buck CEO, the championing of a new brand represents a natural evolution for the company. “Our customers know quality in a garment, and appreciate our golf heritage – proven performance apparel, functional and comfortable styles that work on and off the course,” Petersson said. “Now it becomes paramount to remain relevant in all aspects of their active lifestyle, and by doing so we lay the foundation for Cutter & Buck’s next 20 years. As we evolve with interesting, new views on classic items, we also comprehend the importance of staying true to our roots of superb craftsmanship, distinctive and stylish clothing, and an exceptionally high level of customer service.”
Responding to market trends and input from its customers, Cutter & Buck also is updating the silhouette of its men’s apparel by introducing a slimmer fit. The change will focus on its knit polos and woven shirts, with specific adjustments being made in body length, chest width, cross shoulder (back and front), knit polo collar and neck fit, and sleeve length and openings. Cutter & Buck shirts will sit closer to the neck to create contemporary silhouette.
“While we have been well known for offering a generous cut, we think that market trends speak clearly to this being the perfect time to introduce our customer to a tidier silhouette, which enhances their appearance by trimming it up in just the right places,” said Julie Snow, vice president, design and merchandising for Cutter & Buck. “This takes our fit from generous to relaxed and easy.”
The newly updated Cutter & Buck logo, meanwhile, retains the core elements of the company’s past logo, but also provides for a striking and modern look that reinforces the brand initiative, and evokes the classic styling for which the company has long been renowned.
According to Stacy Mangum, Cutter & Buck’s brand manager, “We are motivated by the real people who wear our clothes – the barista who sails our lakes; the aquarium volunteer who is the local golf champ; the children’s book illustrator who cycles to work every day. We thinkSeattleand our surroundingPacific Northwestenvirons provide a perfect inspiration for our collections: adaptable, easy-going, independent and pioneering.”
Grahame Jenkins, Executive Director of Premium Golf Brands is excited by the opportunities that these changes present as he explains, “Cutter and Buck has spent a lot of time developing its brand and products for the future and we are proud to be part of it. The introduction of the new cut shows that they are dedicated to growing their business in the UK and Europeand we look forward to helping them achieve that.”
Cutter and Buck www.cutterbuck.com
Premium Golf Brands www.premiumgolfbrands.com
In each month and year listed below every article that has ever appeared in golfbusinessnews is reproduced in reverse date order.