Chervò ready to partner with UK’s premium on-course channel as SS24 Collection pushes boundaries of design

    When you think about quality styling and fashion, which is the country that first springs to mind? The likelihood is that you’ll immediately think of Italy – a country whose brands have made their mark across the world thanks to being the very best at what they do.

    In the golf attire world, the story is no different, and priding itself on its deep Italian roots and unique designs, Chervò is certainly that brand.

    Typifying Italy’s fashion reputation with an endless range of products that ooze style and class while being at the forefront of technical development, the brand creates golf clothing that is as fashionable on the course as it is off it.

    Originally an innovative, fashionable and durable skiwear company, Chervò entered the golf market as pioneers, determined to bring the ethos of developing garments designed to enhance performance with a refined fashionable appearance to the market.

    The sea bottom reigns over the main palette: sharks, seahorses, shells and bubbles are all but ordinary in the variety of blue nuances

    Innovation, fashionable and durable have remained important words to the brand four decades on, and the Spring Summer 24 collection epitomises just that.

    Hand-drawn prints and patterns take centre stage in the collection that is perhaps the brand’s most daring yet with colours more vibrant than ever.

    Inspired by the depths of the ocean, the new collection is however about more than just its hand-drawn prints, colours and bold choices that are keeping the brand prominent in an ever-changing golf attire marketplace.

    In the Ladies’ collection, a more romantic spin combines a tropical peach colour with anemones and corals

    Chervò has experimented ahead of the release of next year’s products with new cuts and silhouettes that are more in line with what new golfers are looking for – high-tech performance-driven garments that catch the eye and make you feel better on the course.
    Polo shirts, midlayers, trousers, shorts, skirts and everything you’d expect from a Chervò SS collection will be available to purchase, as will a number of new items in the women’s line – including joggers, leggings and knitted tops – designed to suit a more street-styled, youthful audience.

    Johannes Veerman (DPWT player) wearing the main theme of the collection: underwater jungle

    In the men’s line the same concept remains from recent collections. Smart athletic-leisure styled-clothing which see prints and colour blocks at the focal point remain for those looking to express their game while wearing something different.

    Jenny Shin sporting Chervò’s experiments with new cuts and silhouettes that are more in line with what new golfers are looking for

    But Chervò is also here for the old-school golfer with traditional items including a new model of knitted polos presented in this line, reinventing the most classic of golf garments.
    Not only do Chervò clothes look different, but they also feel different. High-tech polyamide fabrics – fabrics the brand believes are the most premium, highest-performing around – are incorporated into the garments to aid sport performance. Dry-matic fabrics and SunBlock technologies will keep golfers cool in the summer sun, while the Wind-Lock and CH THERMO LIGHT fabric will help keep them warm through the colder spring months.
    With items available for both golfers looking to push the boundaries, and those who love the more traditional look, Chervò’s SS24 collection has something for everyone who enjoys the game.

    Spring Summer 2024 is all about prints: an array of colours and patterns that make the entire collection a statement piece

    Since the turn of the year, Andrew Green has been brought in by the company to drive them forward here in the UK and to help promote brand awareness as Chervò looks to partner with premium, authentic and reputable on-course retailers.

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    As an avid golfer since the age of eleven Dan lives and breathes all things golf.  With a current handicap of eleven he gets out and plays as often as his work life (and girlfriend) allows. Dan confesses to still being like a kid at Christmas when it comes to seeing the latest golf equipment. Having served as GolfPunk’s Deputy Editor, and resident golf geek for the past 13 years and working for golf's oldest brand, John Letters Dan brings to GOLF RETAILING an excellent understanding of the sector.