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Classic Style From Golf’s Golden Era

Maide Golf Is Looking Back to Go Forward

Through golf’s Golden Age of the 1950s and into the early 60s, most players weren’t all wearing golf attire that looked the same. The greats from golf’s iconic American period were true individuals indeed, trendsetters bringing their sensibility and style to the game.

Now over 50 years later, Maide, a contemporary heritage golf apparel brand based in New York City, aims to revitalize golf’s golden past. 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 modern players. The brand launched in March 2013 by parent company Bonobos, Inc. is focused on delivering performance clothing with great fit, and individual style for the fairways.

Andy Dunn, CEO and founder of Bonobos Inc. says, “there’s an authentic passion for the game of golf among members of our company that inspired the Maide brand. Like Bonobos, Maide was created 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.” “It’s our intention to deliver the same quality and service that Bonobos’ customers have come to know and expect, we hope Maide will redefine the golf apparel category in a big way,” states Dunn.

Famed menswear designer and avid golfer, Ian Velardi, have introduced Maide Spring/Summer 2014 collection, featuring slim pants, tailored pieces and the new outerwear category to the brand. The new collection strikes the perfect balance of style and performance for the modern man.

“This collection evokes styles from the 1960s golden age of golf. We modernized vintage tropical prints and revived the collegiate sport look in an understated yet fresh manner,” states Velardi. “The vision is to blend the traditional fashion of this heritage game with great fit and modern fabrication and I think we achieved that.”

Spring ’14 introduces a slim version of the pant that is slightly more tapered from the thigh down, with a one-and-a-quarter-inch smaller leg opening for those wanting a trimmer look. With a curved waistband, tailored thigh, and a shortened rise, Maide pants and shorts (10” inseam) provide a made-to-order look off-the-rack in athletic wear. All Maide bottoms include a gel waistband inset to keep shirts tucked and feature understated detailing such as contrast embroidery of the brand’s trademark script “M”.

“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 apparel is available online, 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.



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