Global Edition

 

European Launch of AUR Golf

8.10am 12th July 2012 - New Products

Fletcher Leisure Europe is proud to announce the European launch of a new apparel brand – AUR Golf with the introduction of the Spring 2013 Collection.  The brand offers a unique combination of ethically sourced, environmentally sound fabrics and is competitively priced.

The brand, owned by the Fletcher Leisure Group, already has a proven track record with several years’ success in the North American market as well as a PGA Tour presence including Billy Hurley III, Bobby Gates, Chris DiMarco, Garret Willis and Charlie Beljan.  Backed by an exceptional customer service team, embroidery department and state of the art warehouse at its European HQ, AUR Golf is geared to the retailer looking for a competitive edge.

There are three lines in the collection which promises to be ‘All That You Are’:

  • AUR Active: a performance golf collection with emphasis on the      golfer’s ease of movement. This category features the AUR double-knit      Dri-Max™ polyester. These polos feature a stretch of spandex, a soft      supple hand feel and a lightweight drape that makes it ideal for swinging      a golf club.  Golfers will      appreciate the long lasting synthetic fibres which create a strong, crease      resistant fabric that is quick drying and maintains its shape season after      season
  • AUR Authentic: sticks with tradition, focusing on      essentials.
  • AUR Aware: the strongest growth category and a commitment from      AUR to look after our planet.  Its      unique, specifically designed fabrics include CarboCool™, S.Cafe™ and      Ecosmart™ not only look great, but are also great for the world’s      environment.

CarboCool™ fabric contains a blend of Polyester and Bamboo Charcoal.  Carbonized bamboo is environmentally responsible, and offers the same benefits that a chemical finish would without the unnecessary harm to the environment.

The benefits of this fabric include Moisture Wicking and Fast Drying for comfort, as well as Anti-Odour and Added UV Protection for peace of mind.  The carbonized bamboo is visible on the inside of this material as a grey tint.

S.Café™ uses a patented process that transforms coffee grounds into yarn. The yarn is then used to produce polo shirts.  Most coffee grounds end up in our landfill, which contributes to our overall solid waste management problem.  Producing a garment with S.Café™ fabrics helps ease pressure on landfill.

Ecosmart™ is a fabric made from Recycled Polyester Yarn, which comes from plastic post-consumer based products (bottles etc).  It is environmentally friendly as it requires less fossil fuel consumption and emits fewer green house gases when compared to regular polyester production.  As well as 100% Recycled Polyester, there is also a combed cotton / recycled polyester mix providing the durability and performance of polyester with the added comfort and breathability of cotton.

Reaction to the initial European collection has been overwhelmingly positive, which has lead Fletcher Leisure Europe to expand the reach of what was intended to be a low scale launch.  Jon Camp, Managing Director of Fletcher Leisure Europe explains, “When I first saw the AUR collection in January this year I knew that we had something very special.  Our intention was to launch to a few areas in theUKto test the water, but demand from those who have seen the collection has been incredible.”

Jon continues, “The quality of the fabrics and the ecological story connected to the Aware collection is a great, unique combination in itself.”

The SS13 ranges start delivery from January 2013.  With polos ranging from SRP £25 to £40, with shorts at SRP £30 and trousers coming in at SRP £50, AUR needs to be seen to be believed.

Contact saleseurope@fletcherlg.com or call 01268 243670 to find out who your local rep is.

       

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