The collection, part of The European Tour Collection, is for girls and boys aged between five and 14 and was unveiled at the London Golf Show at ExCel.
Premier Style managing director Michelle Bray said, “We are very proud to be the innovators, breaking new ground and setting a trend.
“Our market research tells us there is great demand for a quality, stylish, hard-wearing and price-sensitive range like this. It is a massive boost that our range carries the logo of the European Tour, which is one of golf’s most recognised and most powerful brands.”
She added, “Golf is increasingly about fun for all the family. I am delighted that retailers up and down the country who will be taking this collection agree with us that the game is now appealing to a new, much younger generation.
“These kids are inspired by the Brit Pack and other young stars are starting to play golf in their droves from an early age and want the gear to go with it. However, we also believe there is a great demand for this kind of clothing just as casual wear off the course. You don‘t have to be a golfer to wear it.”
There are 16 main items in the range, designed and produced over 18 months by Premier Style’s team at Woburn in Bedfordshire.
Initially going on sale in the UK this autumn, the range will then be rolled out into shops across the golfing world, from the US to Scandinavia, mainland Europe and Asia. They are priced from £15 for a roll-neck sweater to £60 for a waterproof golf jacket and will be boosted as part of a £250,000 marketing spend by Premier Style under the banner ‘On Tour, Our Future‘.
The main colours for boys are navy, black and stone, with pink, wine, navy and light blue for the girls, although there are mix-and-match additions to the collection to include petrol, taupe and cherry red. The range includes tops, trousers, polo shirt, roll neck, gilet, zip-off sleeve wind tops and waterproofs.
Premier Style signed an agreement with the European Tour last year to license the trademark European Tour Golf Collection logo for its range of golf wear.
Premier Style www.premstyle.co.uk