What’s in a name?

Slater Golf is a full representation of what brings me unparalleled joy and satisfaction. Combining apparel, media and community, I will be utilizing my skillsets to create products and platforms that have the ability to bring joy to many others too. I made a commitment to invest my energy, gifts, resources and time into only things that I love and I’m in love with golf. It’s one of the few links that I feel still lives between my late father and I, who not only introduced me to the beautiful game but for 30 plus years also created garments for some of the most iconic brands in the world; Nike, Levi's, Calvin Klein and Puma to name a few. Textiles is in my blood. I grew up in that factory, I can remember the sounds of the sewing machines, the feel of the fabrics as I zoomed past on my roller blades picking up hangers. It is my desire to create, to build community and to continue his legacy in clothing; within the space that always brought us closest together. 

I set out to create a brand that is rooted in golf but which has the charisma and soul to also penetrate the hearts and minds of consumers from a number of sub-cultures, exploiting the markets of surf/skate and their already existing crossover sub-cultures, inner city street culture and retro culture. The Slater Golf brand seeks to make golf; the culture of the game, traditions and environment more accessible, to introduce a wider audience to the sport and all that it has to offer, whilst also taking a more progressive and contemporary approach to the way we package and present ourselves. Our goal is to create the most understatedly cool golf and lifestyle brand on the market. Our audience is the discerning buyer that appreciates high quality threads but more importantly how they feel in it. They’re not looking for loud prints and out there designs to make their presence known - their presence is felt. They carry themselves with confidence and they know their worth. Our market won’t be boxed into a space or labelled by a certain look, it won’t be determined by race, colour or creed and they’re not driven by trend or forecast. Their style is determined by the way they present themselves. They wear the clothes, they’re not looking for the apparel to do the talking. The clothing is understated, visibly comfortable and of the highest quality.

The cool factor is derived from the brand and what it represents. Integrity, dignity, respect, love, authenticity, inclusivity, honour and kindness – This is what’s cool. Our consumer has an appreciation for different things, he/she won’t be defined by what they do or what music they listen to. Our guy or gal does rock n roll, pop, hip-hop and classical and subs out the golf clubs for the surf board on alternate days. They’re whiskey lovers, bird watchers, pavement pounders, concert goers, tech heads, reading nuts and film geeks. But they all own their effortless non-crafted style.