Early briefing from client who is opening a new 9 hole golf course.

By Andy Hiseman, Hiseman Ltd

Golfers are notorious for trying to look good on the fairways, but a young British golf professional has taken it a stage further – by starting his own fashion brand.

And his designs could soon be seen on the High Street too, after some early successes for his creation Parallel Clothing.

In early 2009, 22 year old Leicester entrepreneur Andy Smith, a qualified Professional Golfers Association teaching pro, decided to take his passion for fashion further, and set about creating a unique range of shirts, sweaters and cardigans designed to be worn both on the golf course and on other more social occasions.

Like many PGA pros his days were filled by teaching golfers how to play the game – but in his spare time he was busy creating a new look for golfers both on and off-course.

And now his double life is paying off, as Parallel Clothing is set to launch a range of garments which are the first step towards what Smith hopes will be a bright future in the fashion industry.

“It’s been a long road to get to this point,” said Andy Smith, “but I believe that our first-year designs make us stand out from the crowd.

“Although golfwear has to be practical, we haven’t compromised on the fashion. Instead of simply putting new patterns on the same old polo shirts and jumpers, we’ve come up with some new ideas including contrasting stitching, drop down shoulders and prominent seam lines.

“We have a bold look which takes the latest fashion industry ideas and applies them to golf, but golfers will find they wear just as well on a night out as they do when standing on the tee.”

Smith, who has been a golf professional for four years, passed his PGA qualification course in 2009 – while at the same time setting up his fashion company.

“Because I’m around golfers all day, every day, I understand what they want to wear both on and off the golf course, and I realised that their needs weren’t being fulfilled by the current fashions out there” said Smith.

“They want top quality designer golf clothes which double as trendy fashionwear, but many complained that existing brands are too conventional. That’s where Parallel Clothing comes in – with the name echoing the fact that our styles have been created with both fashionwear and golfwear in mind.

“It was hard work to pass my PGA exams, teach my pupils and create Parallel Clothing at the same time, but as I’m a typical example of the target market we’re aiming for, the effort will be worth it and I’m confident that our range will be successful.”

Parallel Clothing polo shirts feature both full-button styles and unique placket detail, one of which is angled towards the side of the shirt. All are 100% cotton with both Pique and Jersey cotton options, with a unique ‘wash’ which creates a soft feel. Parallel Clothing cardigans, sleeveless and half-sleeve sweaters use 100% cotton which is finished to perfection with the softest of feels.  Design features include pintuck detailing from the neckline to the hem, a button-fastening placket along the shoulder, and contrast stitching along the seams.

“Our garments feel light and soft on the body,” said Smith, “but they are durable – as all golfwear has to be – and can be washed many times without losing their colour or shape. Our fabrics are also extremely breathable; Parallel Clothing is high-quality golf apparel in every way.”

Prices for Parallel Clothing garments range from £30 to £50, and customers can place orders online at www.parallelclothing.co.uk, with garments despatched same-day by first-class recorded delivery. Or they can visit the brand’s growing number of retail stockists – details of which are on the website.

“We promise rapid service and a range of great-looking clothes which fit the accepted dress code at a golf club,” said Andy Smith, “but we also promise that you’ll look – and feel – a cut above the average golfer if you wear Parallel Clothing.”

And the future? The young businessman has plans to introduce Parallel Clothing belts, new ranges of trousers and knitwear and a full range of ladies’ clothing before long.

For all information visit www.parallelclothing.co.uk.

CONTACT Andrew Smith, Director, Parallel Clothing Limited
  Tel: +44 (0)1455 274605 / +44 (0)7732 890 730 / Email: andy@parallelclothing.co.uk

  (Media) Andy Hiseman, Hiseman Limited
  Tel: +44 (0)1780 757461 / andy@hiseman.com

By Andy Hiseman, Hiseman Ltd

HARROW, LONDON – On the day of the first Election Debate on TV, a golf centre in London is cheekily offering golfers an ‘expenses deal’ in honour of next month’s general election.

Until May 6th golfers will get half-price rounds of golf at Playgolf Northwick Park – if they can produce a receipt.

“Any receipt will do,” said the centre’s head of operations Craig Whitfield. “It can be from the supermarket, the petrol station or anywhere – we’re delighted to help golfers fiddle their expenses and get cheaper golf at Playgolf Northwick Park.

“Why should MPs have all the fun?”

And one of the lakes on their golf course is being subtly modified too.

“We have a rather nice duck house going up on an island in the middle of our lake on the final hole,” said Whitfield. “We got the idea from Sir Peter Viggers – only our ducks are plastic. The only birdies we want here are golfing ones.

“Plus, just like Douglas Hogg, we’ve had our moat cleaned on expenses as we want the place to look tidy for all our voters.”
 
The golf centre, which is in the Brent North constituency, is also having a Golfers’ General Election, which involves customers putting a red, blue or a yellow sticker on a wall chart during the run-up to the election.

“10,000 golfers will visit Northwick Park between now and May 6th,” said Whitfield, “so it’ll be a good measure of how Britain’s golfers are going to vote on Election Day.

“For a game of golf on expenses, you don’t need to be an MP – at NP!”

CONTACT PLAYGOLF: Craig Whitfield, 07717 294234
MEDIA:   Andy Hiseman, 07795 360112, andy@hiseman.com

By Andy Hiseman, Hiseman Limited

PowerPlay Golf Announces Hickory Cup at Kingarrock

PowerPlay Golf, the dynamic new two-flag version of the Royal and Ancient game, has announced plans to team up with Kingarrock, Scotland’s spiritual home of hickory golf, to create a fascinating event which blends the old and the new.

The PowerPlay Golf Kingarrock Hickory Cup will be staged at the beautiful “hickory only” nine-hole Kingarrock golf course – which is just 15 minutes from St Andrews in Cupar, Fife – on 4th June 2010.

It will be the first time in golf’s history that the ancient game has been played with traditional hickory equipment and golf balls, to the rules of its newest global format.

“Whilst we have built a course which honours hickory golf, and although we insist that only hickory equipment and the Kingarrock ball are used, we believe we are also forward- looking in that we aim to give modern golfers a new experience,” said Kingarrock Hickory Golf owner, David Anderson.

“PowerPlay Golf is equally visionary, and we loved the concept of teaming up as soon as the idea was mooted“.

“Both Kingarrock Hickory Golf and PowerPlay Golf are 9-hole golfing experiences, so on that simple level we are a great match,” said PowerPlay Golf co-founder and ex Walker Cup Captain Peter McEvoy OBE.

“But more importantly, both we and Kingarrock believe that golf can learn from other sports in providing a variety of formats and time frames in which to play.  The blend of the very old and the brand new at The PowerPlay Golf Kingarrock Hickory Cup will be fascinating to watch – and of course to play in – and we are delighted to join David Anderson and his team at Kingarrock in leading this change”.

The PowerPlay Golf Kingarrock Hickory Cup is open to anyone with a handicap. Half of everyone’s entrance fee of £20 will be donated to the Erskine charity, which cares for ex-Service men and women. Prizes will include original hickory golf clubs for the top three returns.  Competitors should call Kingarrock Hickory Golf on +44 (0)1334 653421 or email michelle@kingarrock.com to register and reserve their time for the 1st tee. Entries close on 21st May 2010 and are accepted on a ‘first come – first serve’ basis.

For the latest information visit either www.powerplay-golf.com or www.kingarrock.com.

CONTACT:  Peter McEvoy OBE, PowerPlay Golf
   +44 (0)1684 291345 / peter@powerplay-golf.com
   David Anderson, Kingarrock Hickory Golf
   +44 (0)1334 653421 / info@golfandthistle.com
(Media)  Andy Hiseman, PowerPlay Golf
   +44 (0)1780 757461 / andy@powerplay-golf.com

AWOL in New Orleans for a week

Preparing an election-themed citywide golf promotion for a client

Helping a major TV broadcaster develop its golf revenue streams

and just saved a London based golf club over £70,000 on business rates

Just saved an Oxfordshire based client over £200k on their business rates.

Fixing a meeting with the PGA for a joint PR campaign