British-based golf apparel brand Sounder has announced a collaboration with Random Golf Club, the golf community founded by film-maker and entrepreneur Erik Anders Lang.
The limited-edition clothing range, which includes shirts, polos, sweats and caps, will be available exclusively to customers via the Sounder and Random Golf Club websites, and will go on sale online from Monday, November 14.
Sounder is also launching the collection at a pop-up shop in Shoreditch in London (9 Club Row, E1 6JX) from November 14-26.
The partnership marks the next stage in the relationship between Sounder and Random Golf Club, which began when Anders Lang and his team based themselves at the Sounder Clubhouse in St Andrews for the 150th Open Championship.
The two brands worked together to produce a series of interviews, live events and podcasts, leading to the development of an apparel range that celebrates a more relaxed, contemporary and accessible version of golf.
Sounder was set up by Cathal McAteer, founder and creative director of fashion label Folk, and former PGA professional James Day, founder of Urban Golf, the UK’s original indoor golf venue.
The two entrepreneurs from the worlds of sport and fashion are intent on shaking up a golf industry that it says is obsessed with ‘distance, data, technology and performance ‘– and have come together to ‘make golf cool again’.
Erik Anders Lang, founder of Random Golf Club, said: “We started Random Golf Club to do things differently, and we clicked with the team at Sounder straightaway. They share our love for the game and Cathal’s clothing perfectly captures our relaxed and stylish approach to the game.”
McAteer said: “Erik and the Random Golf Club crew do a great job celebrating all the things that we love about golf – the challenge, the camaraderie, the frustration and the fun. We had a blast working with them on this collaboration, and we’re excited to introduce a product range that captures that passion and commitment to doing things differently.”
