At the 2016 PGA Merchandise Show, GolfWRX took note of some impressive gear seemingly appropriate for its gear heads, which will be featured on its website. For this third and final feature, we are highlighting the Jones Sports Company based in Portland, Oregon. In particular, Jones has made the trek to the “Show” each and every year since re-launching in 2011 to do something rare, which is introduce its new product line for the coming season.

If you are between the ages of 35-55, you might have one in your garage, or been given one when you made your varsity golf team in high school, and kept it until now since parting with it would be simply too painful. Known by sight alone, your Jones golf bag is a piece of history and a reminder of a different time in the game of golf. Jones golf bags were an original creation of George Jones back in 1971 when he began hand sewing bags and selling them out of his cab in Portland, Oregon. Today, Jones is in the midst of a well-established rebirth due to efforts of an ownership group now happily responsible for the fate of this iconic symbol in golf.

While golfers like you have played a significant and integral role in the comeback made by Jones, some of the credit also goes to Chris Carnahan, Business and Creative Director for Jones. A former member of the University of Oregon golf team, former professional golfer (primarily on what is now known as the Mackenzie Tour), and for super golf nerds, original designer of the Carnahan Golf line of putters, Carnahan’s devotion to rebuilding something special has paid substantial dividends for Jones.

Call it an emotional resurrection, but Jones has successfully tapped into the nostalgia that kept those old Jones golf bags in the garage for so long.

So what can you expect when you purchase an Original Jones Bag ($139.95), which even in 2016 has stayed true to its original design (now 45 years in the making): quality, simplicity, and style.

Designed with the modern, fashion forward golfer in mind, Jones has found its place by creating a line of bags, including the Jones Rider Bag ($269.95), which appeals to almost any golfer. And in doing so, Jones has been able to honor its original design principles, without sacrificing its identity in the process. Whether now or in the future, regardless of where Jones takes it brand, your Original Jones Bag will remain instantly recognizable and forever iconic.

Part of the appeal of Jones golf bags and accessories can also be tied to the customization options available. Up to 95 percent of the current line of products available at Jones provide for custom options and the work done with respect to those options is performed in Portland at Jones’ home base. The customization element of Jones products is critical in the grand scheme, and every new product design considered by Jones accounts for the same. Jones offers golfers the chance to be both unique, as well as instantly recognizable when deciding on their next golf bag.

Having firmly re-established Jones as a household name in golf bags, Jones will be taking its time to focus on a new line of products in 2016, the Utility Series. Designed for the golfer that desires something true to Jones’ style, but isn’t ready to pack it in the offseason, this line is dedicated to golfer willing to tee it up in the elements.

The Utility Stand Bag ($199.95) in that regard was inspired by the challenges inherent in being a year-round golfer in the Pacific Northwest. And consistent with past years, Jones will also launch a Masters-themed Original Jones in conjunction with this year’s event at Augusta.

Jones golf bags may not be for everybody, but they are designed with every golfer in mind. As the brand continues to evolve and expand, Jones will continue to honor the design and players that helped it re-emerge as strong as ever after slowly becoming a footnote in the game of golf.

You can always find out what’s new with Jones by visiting their website at https://www.jonesgolfbags.com.