Leading leisurewear brand Chervò celebrated 30 years in the sports business by unveiling its kaleidoscopically colourful 2013 spring/summer golf collection to a dozen or so UK and Irish retailers during a recent two-day trip to its headquarters at Costermano, near Lake Garda in northern Italy.
In a fashion show lasting two hours, Chervò, whose high-profile clients include Italy’s national football coach Cesare Prandelli and talented Challenge Tour professional Luke Goddard, presented 210 separate items of luxury apparel, including rainwear, scarves, belts, caps, visors and umbrellas as well as trousers, polos, skirts and knitwear.
The company, owned by brothers Manfred and Peter Erlacher who hosted the occasion, is emphasising three technical stories for next season – the fast-drying qualities of its clothing due to the molecular structure of its proprietary finish polyamide; the titanium dioxide treatment of the fibres which in effect provides a sun-filter; and the fabrics’ special honeycomb construction that provides thermoregulation and natural air-conditioning.
Chervò’s rainwear uses the high-performance Aqua-Block-3L membrane to guarantee breathability as well as waterproofing, while the warm-weather garments benefit from the skin-safe, anti-bacterial technology of Dry Matic and 4-way elastane for optimum freedom of movement.
The visiting group, put together by Chervò’s UK and Ireland distributor Tim Greenwood, included representatives of the Old Head at Kinsale, Wentworth, Loch Lomond, Rudding Park, Forest of Arden, Fairmont St Andrews Bay and Kingsbarns, along with the Totally Golf store in Harlow, Essex, Nevada Bob’s in Eastleigh, Hampshire, and Doug McClelland Golf at Silvermere in Surrey.
Chervò, which started life in 1982 as a skiwear company, also has a significant interest in the superb 36-hole Chervò Golf Hotel Spa & Resort San Vigilio at nearby Pozzolengo where the guests enjoyed a competitive round on the day of their arrival. The three loops of nine holes (the red, yellow and white), plus a 9-hole executive layout, were designed by renowned German golf-course architect Kurt Rossknecht and are particularly well-protected by a series of cunningly-placed bunkers. For tournaments, the championship course can stretch well beyond 7,000 yards off the tips and is expected to attract a top Tour event in the not-too-distant future.
After a successful couple of days, Greenwood said: “We are now getting the message out to the golf trade that customers can get hold of the best golf clothing on the market at a price that discerning golfers will find well worth paying.”
For further information, contact Tim Greenwood on 07815-097928 or at tim@w3golf.co.uk
Chervò www.chervo.com