Style and technology put Bobby Jones apparel back on top

With the Masters still fresh in our minds, this is good time to reflect back on the tournament’s founder and patron saint – Bobby Jones. Robert Tyre Jones, Jr.’s swing and golf game were flawless. The apparel named after him is equally as flawless.

Bobby Jones is back on top of the golf apparel market

For the past few years that hasn’t always been the case, but thanks to new management led by President Andy Bell, Bobby Jones’ apparel is back among the best in the industry. It’s classy, comfortable and unlike much of today’s apparel, not over the top – at least for my taste.

To be precise, Bobby Jones apparel lives up to its mantra as an “authentic golf brand.”  Understand that “authentic” does not mean “dated.” Each Bobby Jones apparel line features the latest in fabrics and technology and at prices that aren’t out of reach to average consumers. Under previous ownerships and management teams, Bobby Jones apparel gained a reputation (rightfully so) of being on the highest end of the price spectrum.

“We still have a little of that reputation of being a high-end Italian knit men’s wear line,” Bell said. “And we have a couple of price points in that category but everything else is priced competitively.”

Back to the techno story: The company’s XH20 Performance Technology shirt features what the company calls a “moisture management system,” that transfers moisture away from the body by distributing it across the fabric and quickly evaporating. This technology also has an anti-static element and will not irritate the skin and has a  UV rating of 15 for protection from the sun.

“The Spring 2014 line will have the XH20 technology, too, but with updated fabrics,” Bell said. “Everything will evolve and be improved.”

Bobby Jones apparel also features a terrific array of sweaters, jackets, shorts and pants. My favorite among them is a one-quarter Zip Competition made of 100 percent Peruvian Pima cotton ($135). It’s proof positive that Bobby Jones apparel is back where it authentically belongs in the golf apparel market.





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