Movetes Brand Aims to Turn Golf Apparel Into RTW
Posted on September 18 2018
The brand is distributed through 125 wholesale accounts ranging from women’s wear boutiques to pro shops at elite country clubs.
By Rebecca Kleinman on September 18, 2018
Original article can be found on WWD.com.
Movetes is among a new crop of crossover collections that are putting sports in sportswear. Found by personal trainer and avid golfer Maureen Carruthers in 2016, the women's ready-to-wear brand fills a white space in women's golf attire while appealing to non-golfers for easy, tailored pieces that travel well. The brand is distributed through 125 wholesale accounts ranging from women's wear boutiques to pro shops at elite country clubs, as well as trade shows such as Coterie, Stylemax, Capsule, PGA Merchandise and PGA Fashion.
"I wasn't happy with my options at pro shops and figured other women felt the same way. Looks were dated and too sporty in overly bright colors, and they didn't work off the course," said Carruthers, who lives between Jupiter, Fla., and New York, where her brand is almost entirely produced with fabrics sourced from Italy. "I needed pieces that could go from a game to dinner, or any event really, and that work for travel since I'm on a plane all the time."
The golf world gobbles it up. Julie Yang, LPGA's 2015 rookie of the year, and Golf Channel personalities Bailey Chamblee and Alexandra O'Laughlin are customers, while several female golfers who discovered the brand through their country clubs came onboard as salespeople and consultants based on sheer enthusiasm.
"I was surprised when women bought our tuxedo pant in all three patterns at an event this week for Monterey Peninsula Country Club," she said, of a jacquard in a navy houndstooth, plaid and circle pattern with silver Lurez. "For spring, we're adding slate jacquard in a Mod print. Clients are always asking for neutrals."
Other signature pieces are a zip-up bomber jacket in water-resistant cashmere with contrasting sleeves; a five-pocket, ponte knit pant in neutrals and seasonal colors like pink and white houndstooth; white stretch cotton blouses with ribbed cuffs in athletic-hued combinations like gray and poppy, and jersey sweatshirts with contrasting quilted front panels in a custom poly and grosgrain ribbon accents. Retail prices range from $95 to $300.
"Everything is intended to be mixed and matched with other designers, too, like a pair of white jeans. It's truly lifestyle-driven," she said.