2010 Preview: Sunice

“The Spring Summer 2010 Sunice collection brings fresh new styles and colour to the table in a fully merchandised and integrated sportswear collection.

The Hurricane Collection features a new cutting-edge Ultimate V2 suit made for the serious golfer, who is looking for the best protection and the highest comfort.

The Tornado Collection has also been completely redesigned and offers a new high performance laminated fabric called Flex-Vent. This Japanese spiral yarn knit fabric has an ultra lightweight and quiet laminate that offers superbly waterproof (20,000mm) and offers outstanding breathability (20,000mvt).

A new category of products is also unveiled in this collection.

The Sunice Sport category offers various layering pieces that work great for golf or apres golf activities. All non-seam-sealed items are grouped in this new category that offers options in soft shells, sweaters, lightweight layering, thermal layering and wind gear. Headed up by Gore’s Windstopper technology in various forms, this collection has price points to suit everyone’s shop.

Throughout the whole collection, strong colours are well balanced, offering great commercial looks that are fashionable and contemporary. Slightly off-tone colours are used together to create great dimension and sophisticated looks that appeal to various demographics.

The Sunice Silver Collection offers great new fabrics and patterns that continue to incorporate the X-Static technology that makes them the most performing technical golf shirts in the market.”

Jonathan Brunet, Sunice Product Manager (Golf Division)

Sunice Takes Centre Stage at Olympics

The Canadian golf industry will see familiar products front and centre when it tunes into television coverage of the 2010 Olympics in Vancouver.

Sunice, a division of the Montreal-based Fletcher Leisure Group, will outfit more than 2,200 people – including on-air talent, production personnel, network executives, guests and staff – as a preferred supplier of uniform apparel for Canada’s Olympic Broadcast Media Consortium.

“The Sunice brand is synonymous with premium, high-quality outerwear and its international reputation for delivering proven results, combined with its unique designs, makes this wholly-owned Canadian company the ideal partner,” said Keith Pelley, President, Canada’s Olympic Broadcast Media Consortium.

“Having worked with Sunice at the 1988 and 1994 Olympic Games, we are continuing the tradition and the successes that we’ve previously enjoyed together,” added Pelley.

“I am confident Sunice will once again have our team looking great in this uniquely-designed functional line of apparel, as we deliver to Canadians every second of Olympic competition live on one of our media platforms.”

The apparel line includes a multi-layered integrated systems approach featuring outer shell, thermal and soft shell jackets, quarter-zip shirts, insulated pants, rain pants, toques, gloves and other assorted items, and to handle the variable conditions that could be part of the games.

“We at Sunice and Fletcher Leisure Group are very excited and proud to have been selected to design the uniform apparel for Canada’s Olympic Broadcast Media Consortium for Vancouver 2010,” said Mark Fletcher, president of the Fletcher Leisure Group.

“It is our hope that these detailed technical garments serve as an image-enhancing complement to the great coverage that they will provide for the 2010 Winter Games,” said Mark Fletcher, President, Fletcher Leisure Group.

Sunice Establishes U.S. Roots

Sunice has established a corporation to sell the outerwear brand in the United States.

Sunice will hire an executive vice president and a sales team to re-establish the brand in the United States and the American headquarters will be based in Champlain, N.Y.

“We’re extremely confident that we will now be in a tremendous position to build Sunice as the leading brand in the United States men’s and women’s golf outerwear markets,” said Mark Fletcher, president of Sunice and Montreal-based Fletcher Leisure Group, which distributes Sunice and other brands in Canada.

An official announcement of the U.S. personnel is expected soon.

Sunice Aims for Fashion / Function with Hurricane Outerwear

Sunice has introduced new additions to its Hurricane outerwear collection, with several new items within the men’s and women’s offerings.  “Our 2009 Sunice Hurricane Collection is our finest, and most technologically advanced product line ever,” said Mark Fletcher, president of Sunice. “Our Hurricane Collection is a mainstay.”

The following are the highlights of the 2009 Sunice Collection:

MEN

Alton Gore-Tex 2-Layer Performance Shell: A quiet minimalist design with features such as the Sunice Pro-TrimT waist-cinching system, wrist rain channels to repel water away from the wrists, an in-pocket ball cleaner, XStatic fabric liner and lock-down zipper pullers.

Hobson Gore-Tex 2-Layer Convertible Paclite Shell Jacket: A light jacket with zip-0ff convertible sleeve at the elbow, Sunice Pro-TrimT waist-cinching system, wrist rain channels and in-pocket ball cleaner.

Ashbury Windstopper Soft Shell Convertible Jacket: A lightweight garment with laser pockets, a neoprene cut finish and raglan zip-off sleeves that reveal a vest to combine science and style.

Tenby Windstopper Full-Zip Fashion Sweater: Made of 100 per cent Merino wool, this sweater features a Windstopper stretch liner and a lock-down, centre-front zipper puller.

WOMEN

Paula Gore-Tex Paclite Jacket: Featuring a Gore-Tex two-layer Paclite laminated shell, its lightweight design has a set-in sleeve for better comfort and a soft-touch chin guard.

Paula Gore-Tex Two-Layer Paclite Pant: Unlined for better breathability, it features a Gore-Tex two-layer Paclite laminated shell, a lightweight design, front-zip opening with button-and-drawstring closure, over-under double hem, two back scorecard pockets, adjustable Velcro lower pant hem and a 32-inch inseam.

Alessia Windstopper Jacket: Featuring a Windstopper three-layer soft shell, it has an exposed centre-front zipper with lock-down zipper puller, soft-touch chin guard, concealed cuff zippers and laser-cut sleeve and side pockets.
Nicole Windstopper Full-Zip Fashion Sweater: Made of 100 per cent Merino wool, it also features a Windstopper stretch liner and has a lock-down zipper puller and ribbed collar, cuffs and bottom hem.
Ella Ultra-Lightweight Jacket: This lightweight jacket is 100 per cent water-repellent with soft-touch chin guard, angled centre-front fashion zipper and sleeve pocket detail.

“We’re obviously very excited about, and proud of, our 2009 outerwear collection,” said Fletcher. “Whether Gore-Tex or Windstopper, these styles represent our most advanced designs and technical advances.”

Sunice Shines in AGM Survey

Sunice has been named the top outerwear company in the resort category for 2008 in the Association of Golf Merchandisers’ annual member survey.

The Sunice trademark was acquired from Montreal-based Fletcher Leisure Group Inc. in January by Ashworth Inc., which established a wholly-owned subsidiary, Sunice Holdings Inc., that owns the Sunice trademark. The Fletcher Group continues to distribute Sunice and Ashworth, among other brands, in Canada.

“Obviously, this is a tremendous honour for Sunice and Ashworth Inc.,” said Ashworth chief executive officer Allan Fletcher.

“The AGM represents the golf industry’s most respected merchandisers, so receiving this honour validates not only the quality of our product, but also our customer service and dedication to the green grass channel.

“There are a number of talented outerwear companies in the golf industry, so we don’t take this honour for granted,” said Fletcher, adding that challenges ahead emphasize the importance of customer service.

“Economic times are tough and many of our customers have had to streamline their vendor lists, so the AGM’s recognition of Sunice in the resort classification not only is extremely meaningful for us, but it continues to strengthen our resolve to be the best vendors we can be in serving our loyal customers.”

Apparel Buyers Have Lots of Options for ‘09

As the golf industry looks forward to the next spring, the story in apparel each year usually revolves around a central theme, but 2009 is shaping up as a series of short stories.

If there is one central theme looking ahead to 2009, it is that buyers should book a little more time than usual with their suppliers, given the fractured nature of the golf apparel industry.  “I would be in agreement with that, with what I’m seeing out of the marketplace,” said Sharon Krieger of Tournament Sports, which distributes the Antigua, Nancy Lopez and Slazenger lines in Canada.  

“The brands seem to be each having their own directional focus and it seems like each one of them have something interesting to talk about, which I think, being a buyer, makes it an interesting time.  Along with choice comes confusion about how to merchandise your shop, so absolutely, it can be a confusing time,” said Krieger.

Mark Fletcher of the Fletcher Leisure Group – which distributes the Ashworth, AUR, Aureus, Aurea, Callaway and Sunice brands, among others–agrees.  “I think what’s happening, in general, is that we’re in a phase where the category is segmented and you’ve got different looks,” said Fletcher. “There’s not one over-riding look that is pervasive in golf fashion now.”

The story of the last few years has been performance fabrics with their moisture-wicking and cooling properties.  That won’t change for 2009.  “I still see a lot of technical out there,” said Ray Bessette of G&G Golf Company, which distributes the Straight Down brand in Canada.  “I’ve talked with several companies that are working in the U.S. or start-ups in the U.S. that aren’t in Canada yet and they’re still doing a lot of technical. They’re doing a little bit of cotton, as well.”

Performance wear has been rising in popularity in golf, continuing a trend that has been going on in other sports and activities, according to Nancy Haley, chief executive officer for Tehama, who adds that fabrics continue to evolve, keeping the trend alive.  “It’s interesting because this particular look is a carry-forward of what’s happening in other sports – biking, hiking or whatever,” said Haley.

“These are all really active sports that usually happen when there are more extreme changes in temperature, so it could be like 90 to 100 degrees (Farenheit), or it could be 30 to 40 degrees out.  What’s happened with the companies that have been producing products for these other more extreme, active sports is they’ve come up with just the most awesome fabrics that help you cool when it’s hot out, that let your body breathe, or they keep you warm, so the fabrics are what’s driving the interest.  When we use some of these fabrics that come out of the other industries, the golfers are going crazy over them.  They just say, ‘Wow, these are so comfortable,’” said Haley.

Krieger agrees.  “One big trend that we’re seeing from other sports that has come to golf is, in the cooler weather, wearing a long-sleeved, tighter-fitting underlayer and wearing a short-sleeved golf shirt over top and then, perhaps, another layering piece like a vest or another outwear piece over top of that.”

Performance wear has hit golf hard and even that is becoming segmented with various hybrid blends and price points.  “You’ve got one faction of brands that has really commoditized those fabrics and taken it to really low price points where you’re not getting really all that great function, but you’re able to buy it at low pricing,” said Fletcher.  “With Sunice, we’ve gone in another direction, to be able to have a high performance fabrication using Silver technology, where it’s really premium technical performance in a synthetic construction,” he added.

The segmenting of performance wear goes beyond price point.  Many companies are picking up on eco-friendly, materials such as bamboo, cocona and organic cotton, among others.  AUR has its Aware category, Tehama has its Green and Ashworth has its Organics, among others.

Of course, cotton is a natural product that once ruled golf, but it too can be combined with technical properties to produce a hybrid shirt.  “You’ve also got 100 per cent cotton constructions that are coming back in a variety of different hybrid technologies,” said Fletcher.  “It could be 100 per cent cotton that has a different finish on it, which is offering different hand feels.  Ashworth, for example, has returned to an all-natural fabric assortment, using a lot of cottons and cotton mixtures to create performance cottons, but it’s done with a completely different look and feel than the traditional mercerized cotton.  It’s got more of that California cool John Ashworth inspiration, so that is a look unto itself which makes it very unique,” said Fletcher.

Hybrids offer yet another option, according to Bessette.  “I don’t mind wearing a technical piece on the golf course because it does moisture wick and dry. Just to wear it on a day-to-day basis, I still prefer to go to a hybrid because it’s got the high quality cotton with a little bit of Aerocool, but it’s still very much a double mercerized cotton shirt.  We do a hybrid which is a 70 (per cent) cotton and 30 Aerocool.  That’s our premium shirt and that’s doing exceptionally well because of the blend, because it has that cotton content ith a little bit of technical for moisture wicking and drying,” he said, pointing out yet another trend.

“We’ve got some new technical fabric too,” said Bessette.  “It’s interesting because what we’re doing this year is we’re adding some texture to our shirts, be it both technical and hybrid.”

Straight Down isn’t the only company going with that concept.  “One of the terms (Antigua) is using is surface interest and that might not be such bold, bright prints, but lots of great, interesting texture and that can have some performance function by keeping moisture away from the body,” said Krieger.

With all the emphasis on technical fabrics the past few years, the risk of overexposure exists.  In other words, there’s the possibility of golfers and buyers being tech-ed out.  “I still enjoy a nice cotton,” said Bessette.  “A friend of mine commented to me – he’s a little older than me, maybe three or four years, so he’s in his early 50s – and his comment when we walked through one of the shops was that he’s had enough of the younger, technical look with the wild blocking and that kind of thing.  Some of the comments that I heard from some of the pros is they’re tired of hearing performance and they’re tired of hearing technical. They’d like to go back, but I don’t think you’re going to see a swing back to cotton like you saw a swing to performance.  I think it might take a little longer to work its way back to a pure cotton story.”

While cotton may not knock performance wear out, the barrage of technical fabrics the past few years may cause a change of thinking among consumers and apparel companies that, for years, offered their products as lifestyle pieces that are good for wear on and off the golf course.

With technical products being presented as ideal for on-course wear with their moisture wicking and other properties, cotton presents itself as après golf apparel, so a separation of on-course and off-course products now appears imminent in a complete reversal from the past.

“You still have a certain segment of the market that wants to wear mercerized cotton,” said Fletcher.  “It might be the more mature demographic that likes that look that you can wear under a sports jacket for dinner, for example.  You’ve got fabrications and looks that are segmenting.  If you take a 40-year-old golfer that may have, for example, one of each of those looks within his wardrobe, so it’s not a pervasive thing.  You may have some that only choose to wear poly, but it’s conceivable that you can have a guy who wants to wear all of those different looks.”

According to Haley, a longtime proponent of golf wear as lifestyle apparel, the arrival of performance wear has caused a dramatic change of thinking about what’s worn on the golf course and what is worn off the course.  “Here’s what we’re saying,” she said.  “Our brand has always been known as lifestyle sportswear.  I think that’s one of the things that, over the 20 years I’ve been in the business, I’ve been a proponent of that. We also noticed in golf that the consumer is interested in more of a performance product that they really just want to wear to play golf or do something active.  You can even ride your bike.  What Tehama has done is we’ve answered the call for both because there still is that golfer who loves the double mercerized shirts and just likes something they can wear to work.  The second offering we’ve got is a continuation of our Hang ‘Em Dry, which is a product you wear to play golf in, but you could wear a Hang ‘Em Dry shirt to work. This is just like a transition going from the mercerized. Then, we do our more technical fabrics and we combine them in our Green category, so we’ve got recycled polyester that’s more of a tech fabric that’s really sporty looking, so it’s more of a lifestyle look.  We’ve kind of got the whole gamut covered.”

That gamut is even more extensive when you consider other trends, such as one going on with the Nancy Lopez women’s line, according to Krieger.  “What we’re seeing as a key trend is a focus on glitz and glamour so we have lots of shiny, metallic fabrics and jewel tones which are strong and bright,” she said.  “We’re still seeing the long short as being popular for 2009 and skorts being a key bottom as well.”

With all of the options available to buyers this fall and consumers next spring, Fletcher points out that the time spent exploring the possibilities at the shows this fall is well worth it.  “

The consumers have a lot more, better product to select from,” he said.  “When you’re talking about brands that specialize truly in golf, you’re seeing companies that really understand the needs of golfers and we’ve been working with fabric mills and manufacturers to be able to give performance to golfers.  I think that’s really an important theme, that you’re seeing committed companies developing things that are making golfers happy.”

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