After almost a year of building, creating and designing a line of clothing, Paul Lawrie has revealed his new golf apparel venture - Cardinal Golf - with the official launch taking place during this week's Paul Lawrie Match Play at Archerfield Links.
While Lawrie has sold golf clothing before through his Paul Lawrie Collection brand, the 1999 Open champion decided he wanted to create something different that didn’t have his name on it.
“I wanted a name that meant people knew it was my company but it didn’t have my name on it,” Lawrie told bunkered.
"All of the materials we are using are high specification and high quality" - Paul Lawrie
The result was Cardinal Golf, a golf performance apparel brand that is targeted at golfers of all ages. “We think everyone can wear it,” he added. “I think we’ve got enough styles that people my father’s age would be comfortable wearing it as well as teenagers like my son Michael.
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“All of the materials we are using are high specification and high quality and we believe we’ve pitched it at a price that is very reasonable. It’s going to be affordable and that’s key for us.”
For Lawrie, the launch is hugely exciting as the brand and its products are something everyone in his family has had an input on. His sons Craig and Michael worked on the style and look of the products as well as helping at the testing stage, while his wife Marian has been involved since the start, too.
It was Michael, in fact, that helped Lawrie come up with the Cardinal name at the very beginning of the process.
“We decided we wanted to have an animal as the logo,” said Lawrie. “A lot of them are already taken, so we were looking through them all trying to find one that we thought would fit the brand.
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“Michael was over in my bay at the Paul Lawrie Golf Centre one day and we were just messing about with things and came across the cardinal bird. It was something we really liked.
"The whole thing has been our idea from start to finish" - Paul Lawrie
“The guy who designs our websites designed the logo the way it is now. I think it’s a really nice, clean looking logo. It stands out really well.”
Lawrie has had a team of ‘eight or nine guys’ working on building the brand and designing the products over the last year. They’ve worked with a company in Portugal to ensure the quality of materials is high and the fit is right.
He said: “We’ve built this completely from scratch. The whole thing has been our idea from start to finish and we wanted to get it right, which is why it has taken so long.
“It’s been good fun. It has obviously been quite frustrating for me because I have no patience and I thought it would be ready way before now, but the fact that it has taken this long, it’s going to be right and people are hopefully going to love it straight away.”
• This item first appeared in issue 149 of bunkered golf magazine (July 2016)
Cardinal Golf: Where to buy
Golfers will be able to buy products from Cardinal Golf’s first range starting at this week's Paul Lawrie Match Play. The full apparel collection will then be available to purchase online at cardinalgolf.co.uk and at the two Paul Lawrie Golf Centres in Aberdeen and Inchmarlo.