T.J. Auclair is a Senior Interactive Producer for PGA.com and has covered professional golf since 1998, traveling to over 60 major championships. You can follow him on Twitter, @tjauclair.
Bonobos launches Maide Golf, a hip, new apparel line
Series: Golf Buzz
Published: Thursday, May 02, 2013 | 1:34 p.m.
As is usually the case, I was spoiled with loads of great gifts for my recent birthday by my loving family.
My sister and her husband got me a pair of khaki pants by a company out of New York called, "Bonobos."
I liked the pants so much that I went on the company's website a few days later and was delighted to see it had just launched a new line of golf apparel called, "Maide."
The hip, casual look of the Maide brand is perfect for the younger crowd on or off the golf course with offerings that include pants, shorts, polo shirts, sweaters and t-shirts.
I was intrigued, so I did a little more research.
Here's the press release sent out by Bonobos introducing Maide:
Bonobos Inc. (www.bonobos.com), the apparel brand renowned for great fitting clothes, excellent customer service and a fun approach to menswear, announces the launch of Maide golf apparel, available at www.maidegolf.com starting today.
The first brand incubated by Bonobos since the debut of their namesake brand in 2007, Maide, which is the Gaelic word for “club,” blends golf’s traditional fashion with modern silhouettes and fabrication to create the first contemporary heritage golf brand.
“There’s an authentic passion for the game of golf among members of our company that inspired this product. Like Bonobos, Maide was launched to fill a void in the marketplace; it’s the answer to what we see missing in the golf world as it relates to fit, style and functionality,” states Andy Dunn, CEO and founder of Bonobos Inc. “It’s our intention to deliver the same quality and service that Bonobos’ customers have come to know and expect while entering into a new venture that we hope will redefine the golf apparel category in a big way.”
“Maide is for the golfer looking for classic golf style with a modern fabrication,” says Kevin Kelleher, Brand Lead for Maide. “Many mass brands miss the fit component of clothes, while others nail functionality but with an extreme sport look. We are bringing back the lifestyle element to golf apparel, striking the perfect balance of style and performance. We strived to create a brand that is understandable in that it blends the modernity of functional fabrics with a look inspired by the game’s greatest players from years past.”
Maide debuts with a Spring & Summer (SS13) collection consisting of pants, shorts, polos, knits, sweaters, and branded accessories. All Maide apparel has a stylish aesthetic that incorporates Bonobos’ famous better-fit design and signature pop detailing, but it is also functional and constructed specifically for the sport.
With a curved waistband, tailored thigh, and a shortened rise, Maide golf pants ($108) and shorts ($88) provide a made-to-order look off-the-rack in athletic-wear. Available in six color-ways from basics (grey, black, khaki, navy, and white) to bolds (green and red), Maide bottoms feature contrast embroidery of the brand’s trademark script “M”, contrast back pockets, and a scorecard design on the interior pant pocket liner. Maide bottoms are constructed with performance poly fabric that is breathable, and also include a gel waistband inset to keep shirts tucked. Pants have a zipper at the hem for a clean break over golf shoes while shorts have a comfortable and performance-appropriate ten-inch inseam.
SS13 knits include eight short-sleeve polos ($78) in a poly-cotton blend that wicks away moisture. Polos are available in five solid colors (black, navy, red, khaki and white) and three novelty striped polos ($88). Keeping in swing with blending lifestyle with function, Maide’s SS13 includes three jersey cotton graphic tee shirts ($38) including a white and grey shirt with “Maide Country Club” screen-print on a retro front pocket, a grey tee with “Sunday Swinger” screen-print, and a white and grey shirt stating “Let’s Par Tee.”
Sweater offerings include classic cuts and patterns inspired by legendary golf icons who influenced the style of the game. Cotton V-neck sweaters ($78) in two solids colors (dark cobalt blue and yellow) and an engineered striped sweater ($88) in navy with fuchsia are versatile pieces that work on and off the course. A novelty cardigan ($88) in navy with multi-color stripes rounds out the category with form and function. Signature elements are carried throughout the category with a contemporary take on retro detailing such as the embroidered brand logo on the cuff of the sleeve.
Maide apparel is available at www.maidegolf.com which offers free shipping and a 365-day return policy. The brand is also available to try on in person at Bonobos’ owned and operated e-commerce showrooms, called Guideshops, currently located in five cities across the country. To experience Maide in person visit www.bonobos.com/guides for a fitting appointment.
ABOUT MAIDE: Maide is a contemporary heritage golf apparel brand focused on delivering performance clothing with great fit, style, and functionality. The brand, which launched in March 2013 by parent company Bonobos, Inc., offers a full assortment of apparel for golfers including pants, shorts, polos, sweaters and tee shirts. Maide, which comes from the Gaelic word “club,” evokes the classic style of the old-world golfer but is designed with thoughtful functionality and a modern silhouette for contemporary players. For more information visit www.maidegolf.com.
ABOUT BONOBOS: Bonobos is an e-commerce-driven clothing brand focused on delivering great fit, a fun approach to style, and superb customer experience. Launched in 2007 on the Internet with better- fitting men's pants, Bonobos is now the largest apparel brand ever built on the web in the United States. In 2011 Bonobos extended offline, launching e-commerce showrooms called Guideshops, tobring personalized, one-to-one service to those wanting to experience the brand in-person. In 2012, Bonobos expanded its distribution to a partnership with Nordstrom, offering Bonobos apparel at select doors nationwide and to Nordstrom.com. Across channels, Bonobos is focused on delivering a well-targeted brand promise: world-class fit, an innovative and easy shopping experience and an energetic brand spirit. Bonobos was named “One of America’s Hottest Brands” by Advertising Age, “Best Men’s Pants” by New York Magazine, one of Inc. Magazine’s “20 Awesome Facebook Pages” and was awarded Crain’s “Best Places to Work in New York City”. Visit www.bonobos.com.
Follow T.J. Auclair on Twitter, @tj_auclair.