This may be a late entry into the Spring Summer 2010 golf fashion market from Oscar Jacobson, but the popular Swedish brand has undergone a major overhaul behind the scenes during the latter stages of 2009. The brand has a new owner – Valedo Partners Fund – and a re-structured management team.

“[With] a new owner and a new management team, it is our ambition to establish Oscar Jacobson as the first choice in men’s fashion and golf wear in Scandinavia,” proclaims Roger Tjernberg, Oscar Jacobson’s CEO. “It is wonderful to see cool guys who base their style of clothes on self-distance and humour. They are not always looking to fit in, but instead like to determine the terms by which they are perceived. [This is] exactly the feeling we wish to reflect, [which is] wholly in line with our core values – style, personality and our heritage.”