First names feature prominently in the titles of the various garments that comprise this imaginative spring/summer collection, along with a few fashionable destinations like Vienna and Sienna.
Spanning cardigans, short- and long-sleeved sweaters, slipovers, wind jackets, piques, shorts, slacks, skorts, chinos, Polo shirts, caps, visors and belts, Lobster is well-positioned to provide a full wardrobe for golfers the length and breadth of the UK next year.
The styles are typically Lobster – a blend of the innovative and the traditional, the adventurous and the relaxing, the eye-catching and the tasteful, always with a strong streak of individuality incorporated in the design.
A new selection of tartan patterns has been introduced for skorts, shorts and full-length trousers to provide that authentic whiff of Scottish links golf.
But the range again features the tried and trusted diamond patterns that have been so popular over several decades with golfers when the temperature dictates that the time has come to pull on a sweater.
Look out also for an impressive range of vibrantly decorated, 100% polyester belts that are bound to set some new trends in 2012.
Garments are classified in three separate price points – par (least expensive), birdie and eagle – though most retailers’ eyes will be caught by a cross-selection of the available products. The following is a selection of what’s on offer:
Sweaters: For men: Troon (100% cotton; S-XXXL; 11 colours; also 3 colours in 100% lambswool) and Jimi (100% cotton; S-XXXL; 2 multi-coloured patterns). For women: Jean (100% cotton; XS-XXL; 3 diamond patterns).
Short-sleeved sweaters: For men: William (100% cotton; S-XXXL; 8 colours). For women: Erin (100% cotton; sixes XS-XXL; 3 colours).
Pique shirts: For men: Jeff and Sean (100% polyester; XS-XXXL; 4 colours, Quick Dry Function). For women: Pixi (95% cotton, 5% elastene; XS-XXL; 8 colours).
Windstoppers: For men: Eddie (slipover – 50% wool, 50% acryl; S-XXXL; 2 colours cable) and Johan (jacket – 100%polyester, S-XXL; 2 colours). For women: Silvia (zip-up jacket – 100% polyester, XS-XXL; 3 colours).
Trousers: For men: Donald (check – 66% polyester, 32% viscose, 4% elastene; 30”-40” waist, 30”-34” length; 3 patterns). For women: Eve (chinos – 98% cotton, 2% elastene; British sizes 8-20; 5 colours).
Men’s shorts: Dave (check – 66% polyester, 32% viscose, 2% elastene; waist size 30”-40”; 5 patterns).
Skorts: Rosie (check – 59% cotton, 38% polyester, 35 spandex; British sizes 8-20; 1 pattern).
Clubs and companies seeking to enhance their brand image are strongly advised to take advantage of Lobster’s first-class and competitively-priced embroidery service. This embraces all polos, slipovers or sweaters, either in 100% cotton or a blend of other functional materials that are breathable and offer UV protection.
Where does Lobster come from?
Lobster is the golf division of Gefa, a company based in Tranemo, southern Sweden, that dates back to 1936 and initially produced working clothes. After the Second World War Gefa specialised in trousers, particularly checks and jeans (for a time in the 1970s the company was the largest manufacturer of jeans in Sweden), but now spreads its skills across the entire wardrobe of outer garments.
In 1998, Gefa started to manufacture technical textiles and the product range soon acquired the reputation of being hard-wearing yet crease-resistant.
Lennart Sohlin, Gefa’s recently retired marketing director who previously worked for TaylorMade-adidas Golf, introduced the company to the game of golf and after a lot of careful planning the Lobster brand was introduced just under five years ago.
Rose-Marie Sjoblom, the design brains behind all Lobster’s golf apparel from day one, “created a full line that was fresh, stylish and affordable, a value product aimed at all ages,” says Sohlin. “The fabric, created through our mills, is a cotton-polyester blend you can wash and wear. It’s a style that fits all, including the fuller figure.”
Within a year of coming to market, Lobster was being stocked by most Swedish golf retailers – about 300 accounts – and roughly 65 per cent of the purchases were for men. Lobster has worked hard to expand its offerings for women golfers and juniors since then and the brand can now be found at retail outlets in 17 different European countries.
Who to contact in the British Isles
Nearly all the 2012 line has been produced at Gefa’s two factories in Latvia, and distribution across the British Isles is being coordinated by Tim Greenwood, formerly of Greg Norman Collection.
Greenwood, who heads a team of seven agents but is still seeking representation in Scotland, said: “We think Lobster could be in up to 500 green-grass outlets by this time next year. Sales for 2011 are already as good as total sales for 2010 [around £500,000]. If items ordered are in stock, we can get them to the customer within three to four days.”
For prices, orders, a copy of the Golf Season 2012 brochure or other enquiries, retailers should contact Greenwood on 07815-097928.
Under the direction of Greenwood, who has also taken charge of the south-east, the Lobster sales team consists of: Nick Dalton (East Anglia, 07960-071196), Dean Stockwell (Home Counties north, 07770-674104), Mark Birchill (Midlands, 07917-434782), Paul Barrington (South-west, 07818-001606), Terry Gouldson (North-west, 07785-285257), David Neil (Ireland, 07778-735764).
Head office in Sweden: 0046-325-47930. Website: www.lobstergolf.com
