AUR Presents Tech-driven Golf Fashion

There's a greater awareness than ever of golf apparel and the technology--not to mention the styling--behind it. That's one big reason why I've been writing more about it this year. Not that I'm a clothes horse (just ask my wife!), but I play at a lot of top notch, exclusive clubs and am often representing the publications I write for, the organizations I support, not to mention my own brand as a golf author. That means I try never to show up looking like something the cat found in the weeds this morning. I'm also a great believer in comfort (again, just ask my wife!), so I'm getting pickier and pickier about what I wear when I play.

All of which brings me to AUR. The company says the initials stand for 'All that you Are,' which nicely sums up their 2013 collection.

 “We are delighted to present our 2013 collection and are confident that this is the finest collection in the history of AUR, presenting a very tech-driven and fashionable offering," says President Mark Fletcher. "They've got a great look and hand feel, and the overall styling is a bit more European-influenced than what U.S. buyers might be familiar with, but at a much more reasonable price and with a more relevant, current fit. Our customers get great value for the fashion and quality we offer; our products are very fashion-forward for the price point. We have had an incredibly good presence on Tour in the past year with some of our Players finishing in the top 4 at several tournaments and we were able to get some great feedback on our line from Tour players to bring the best style and performance to golf.”

AUR offers the consumer three distinct categories: AUR Active, AUR Authentic and AUR Aware and now includes the AUR Stormpack outerwear line.

The 2013 color palette for men features basic must-haves in a myriad of colors that all merchandise back to the men's fashion collections. An assortment of cool grays and black mixed with additional bright blasts of color: Pool, Crimson and Slate are the highlight colors for Men. For women, distinctive style, fine quality and an aura of sophistication lends itself nicely to a golf collection that is current and on-the-ball. Fashion driven Sweet Praline features a stylish Geo print paired with classic plaid bottoms. Pretty in Pink features Passion Pink with subtle grey accents to provide a sporty, fun look. Purple Haze is all about bright trendy colors. Wisteria and Emerald green are base for this group with a cool diamond inspired print.

AUR Active is a performance golf collection with emphasis on the golfers ease of movement. This category features the AUR double-knit Dri-Max™ polyester. These polo’s features stretch, using 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 fibers, which create a strong, crease resistant fabric that is quick drying and maintains its shape season after season. For example, the AUR Tonal Embossed polo is available in bright colors such as pool, slate, crimson, black, and white offering the golfer comfort, breathability and a stand out look on any fairway, especially combined with the Active plaid flat front pant in navy plaid, coal or pool plaid.

Next on the tee is AUR Authentic, a collection of more traditional golf-inspired clothing. An assortment of sweaters, vests, pants and shorts round out the category in classic colors of black, navy, taupe and charcoal. Classic inspired v-neck argyle vests and full-zip cardigans in black or indigo are standouts in this collection. These argyle classics have a front panel design with ribbed finished collars, cuffs and waistbands.

Finally, AUR Aware is continuously the strongest growth category and the company's attempt to give back to our ailing planet with a unique list of specifically designed fabrics including CarboCool™, S.Cafe™ and Ecosmart™. This line not only looks great on the golfer but is great for the world's golf environment.

CarboCool™ fabric contains a blend of Polyester and Bamboo Charcoal. The carbonized bamboo is visual on the inside of this material as a grey tint. The benefits of this fabric include Moisture Wicking and Fast Drying for comfort, as well as Anti-Odor and Added UV Protection for peace of mind. Carbonized Bamboo is environmentally responsible, and offers the same benefits that a chemical finish would without the unnecessary harm to the environment.

S.Café™ uses a patented process that transforms the coffee grounds into yarn, which is then used to produce polos. Most coffee grounds end up in our landfills, which contributes to our overall solid waste management problem. Producing a garment with S.Café™ fabrics helps in easing landfill concerns.

Last but not least, EcoSmart™ is a fabric made from Recycled Polyester Yarn. Recycled polyester yarn is made from plastic post-consumer based products.
It is environmentally friendly by reducing fossil fuel consumption and green house gases when compared to regular polyester production. The Ecosmart story encompasses two different fabrics including 100% Recycled Polyester and Combed Cotton/Recycled Polyester. The Combed Cotton / Recycled Polyester provides the durability and performance of polyester with the added comfort and breathability of cotton.

Among many other books, Dave Donelson is the author of Weird Golf: 18 tales of fantastic, horrific, scientifically impossible, and morally reprehensible golf