Going into fall 2008, Ashworth is presenting its brand as gear suited to the golfing lifestyle. The company is trying to represent its California roots and add a dash of urban contemporary detail and a pinch of European influence to create clothing and accessories for people who enjoy golf but don’t want to be labeled a ‘golf geek’.

In addition, the Ashworth design philosophy incorporates a strong sense of protecting the earth and the environment. Golf, grass, earth, air and water are inexorably linked, and Ashworth is constantly testing new ways to incorporate sustainable and innovative ways to design and produce quality products.

For the summer/fall 2008, this means the introduction of new fabrics, including innovative blends under the banner “Technical Performance” – combinations of pima cotton and polyester that are lightweight, breathe, wick moisture and are comfortable. Ashworth is calling this category of golf shirts “Third Groove Performance.”

The company will continue to improve on EZ tech Hi-Def 100 percent luxury cotton. They have added a specialized “innosoft” finish that gives the fabric a lustrous and luxury feel but is easy care and doesn’t wrinkle. This lightweight cotton has a special no-roll collar and is geared for a more classic and refined look.

New for Ashworth is a 100-percent-organic cotton that will be a small capsule line under the label “Ashworth Organics.” The colors in this environmentally friendly collection can be cross-merchandised with the other pieces in the line. In addition, Ashworth is developing ASHW 33, which is geared for a slightly younger, hipper mindset. This group – which is graphic oriented with interesting stitching details and a slimmer fit – will also be able to be cross merchandised with other parts of the line.