FIELDREPORT
Fresh look for
Mizuno T
he Japanese have an aesthetic concept known as Mitate. There isn’t really a British translation, or even equivalent, but it basically means representing a subject with something simpler and less
literal. It is however, a principle that underpins all Mizuno clothing, including western markets like the UK and Europe; and never more so than in the brand’s garments for spring/summer 2016. “In terms of style our apparel is not overtly sporty, like a Puma or Nike,”
says Mizuno marketing manager Tony Scott. “Instead our range for spring and summer 2016 is populated by contemporary, classic unfussy designs, created for the discerning golfer who cares about what he looks like, wants superior technology and is prepared to pay for quality.” It is fair to say clothing is not the first product line that comes to mind
Mizuno may be better known for their grain- flow than their garments, but their new apparel line for spring/summer 2016 demonstrates a growing commitment to golfing apparel. UK marketing manager Tony Scott takes SGB Golf through the new lines
30 SGBGOLF
when you consider Mizuno. Probably their most familiar line has been waterproof suits, and when the brand has marketed golfwear, it’s tended to focus on the Japan-developed Impermalite technology featured in those suits. But in recent years Mizuno has shown a determination to assert there is more to it than its famous grain flow forged irons. Improving driver technology in the likes of the MP630 and current JPX 850 has now been joined by a trio of impressive golf balls. The brand’s growing presence in soſt goods appears a further attempt to diversify. A smallish launch in 2014 was followed by a five- times-larger collection for this year, and 2016 will be similarly sized. “While Mizuno
clothing will always respect its Japanese heritage, our
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