Callaway has introduced new apparel products for the Spring 2009 season. I was able to get information and pictures about the new offerings and had a chance to correspond with the company president.

Callaway Golf Apparel – Performance Center/X-Core 

Performance Center is the technical performance area that houses all X-Series 100% Polyester and X-Series C-Tech (Cotton/Polyester) product ranges. Technical apparel is still the key ingredient to Callaway’s success and by adding more cotton based tech products such as C-Tech they are able to cover a broader-based consumer who remains loyal to the brand.  C-Tech was launched in Spring 2008 to compliment the X-Series line and sold out without any advertising.  Fashion Classics pave the way in the Performance Center line for Spring 2009.  Great new key items are styled with stripes and paired up with fresh new solids look new and exciting in both X-Series and C-tech fabrications.  New wrinkle-free performance cotton bottoms match up nicely with the popular Hex utility pocket short and also the X-Tour Pant and Short.  Also, to round out the groups is a terrific selection of outerwear that will surely satisfy the needs of all weather conditions (Rain, Wind, Warm)

Callaway Golf Men’s Collection – Country Club 

The Spring 2009 season has a terrific color palette of great jewel tones such as Nantucket, Centennial, Coral Rose, Evergreen, and Summer Blue, cut with Nautical Navy and White to round out the offering.  The FT-Performance range of Luxury Knitwear, which has been very well received due to its high performance and luxury look and feel for Fall 2008, has been expanded into a larger offering for the Spring 2009 season.  To compliment FT is a new range of collection knitwear that is mercerized cotton/polyester blend for the traditionalist looking for a performance knit but enjoys the hand feel of cotton. They call this product CT Performance and it is the value driven performance product within the Callaway Men’s Collection.  Also on the tee box is the new easy care wrinkle free 50’s 2-ply Supima Cotton bottoms (CT-Tour) that shares the spotlight and matches up nicely with the FT Performance and CT Performance knits.  Color is the key element here and the cuts of the shirts are very classic and meticulously detailed as a true collection product should be.

Callaway Golf Women’s Collection – Elements

Based on the success of the Callaway Women’s technical fashion apparel they are introducing a new C-Tech range in the new Women’s category named “Elements“. The Callaway Women’s apparel business has grown over 100% in the last 2 years and they see this as an opportunity to expand once again and promote the brand by expanding the range in this dynamic lifestyle area.  The key ingredient is in the fabric which is comprised of Micro Pima/Polyester blends that wick and have that a soft luxury hand feel.  Fashion bright colors cut with Nautical Navy and White in Sporty Sleeveless looks, micro stripes/tonal color block polos, and ¾ sleeve length polo set the tone here. The look is rounded out with new polyester microfiber mechanical stretch twill bottoms that come in a Metropolitan length that has a 22” out seam, a casual 20” short, and also a new hip looking 18” button front skort.  Elements is a core performance basic offering of women’s products that will complement the popular performance tech collections.

A Word With Steve Pena, President of Callaway Golf Apparel

I had the opportunity to ask the President of Callaway Golf Apparel, Steve Pena, a few questions about the new 2009 clothing line.

With the new clothing line, is Callaway looking to be the dominant presence in apparel as it is on the equipment side? 

"Of course we always strive to mirror the efforts and success of the Callaway Golf Co, but with apparel it is more of a on and off the course situation.  "Beyond the Fairway", so to speak. We try and mirror some of the technical marketing and technology aspects of the hard goods side into apparel.  Fusion Technology, which has been the high end technology at Callaway, has been introduced as FT Performance in the Men’s Apparel Collection.  This special fabric in the FT Performance line was developed by scratch using Tencel and a polyester microfiber core yarn. The final result is a very rich, luxurious “easy care“ product that looks like mercerized shirts but performs miles above normal cotton fabrics due to the nature of the yarn. No pilling, no shrinkage, non fading are the key benefits to this product range.  Having new technologies such as FT Performance in the line creates a leadership position."

What sets Callaway apart from other golf apparel lines? 

"Technology, style, fit, comfort, and performance just to name a few key elements. I am not interested in looking at other brands too much as that can be a distraction.  If you are looking for innovation (being that my background is in high end better sportswear market) I always look to the luxury brands for inspiration along with my own ideas that has given us over the last 3 years a nice foundation.  And it has created a nice following in the marketplace. It’s nice to have a label like Callaway on the product, but the product must be superior first before the logo goes on the garment."

What is the main goal of the 2009 Men’s line?  2009 Women’s line?

"To continue pushing innovation, balance, and good fit. I think the next big push you are going to see is better fitting Men’s apparel. The oversized, relaxed fit is not as important anymore to the market.  With the surge of the some of the younger guys on tour, the 40+ guy now is in the gym and taking better care of himself and he want to wear apparel that compliments him without having him looking like he is trying too hard to look young.  I never use the words  "slim fit" as this can be misinterpreted, however I like the term "Comfort Performance ".

Women’s to me is all about being special and creating a unique feel that has its own identity. We have a loyal following right now that has really bought into our stylized tech performance products. I like using Prints a lot and we have a matte jersey fabric in the line that prints beautifully. The Women’s Callaway Collection line is sexy, spirited, and has a high level of sophistication to it that set us apart from the masses."

What can we expect for the line in the future?  What sort of evolution do you see?  Do you plan to keep the "traditional golf look" or venture into other progressive golf designs?

"Being that Callaway is a global brand, the customer base ranges from 18-70 and that is my target goal when approaching the line. We do have traditional golf looks but have a twist to them to make them modern. The lines for both Men’s and Women’s are very modern, but not too directional as we find through market surveys that the 40+ customer tends to be more loyal to the brand and has grown up with the brand as opposed to a younger demographic. We have a younger male following 20 – 30 years of age that has emerged over the last few years and they are the ones that we want to keep entertained with new products without losing sight of those who are already loyal enthusiasts.  It’s a balancing act in the end, keeping consistent and forward thinking. I would like everyone who enjoys Callaway products to wear our apparel, and those who don’t use the equipment to become believers in the brand."