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Chervò’s AW 16/17 collection, which details a pair of golf legwarmers named Yago, coloured in a vivid green or lurid Fuchsia no less, is an absolute delight. Such garments underline the unique position


Chervò has occupied in the UK and Irish golf market over the past quarter of a century and explain why it is prominently displayed in high- end pro shops – at clubs like Royal Birkdale, The Grove and Brocket Hall. While always looking to the future, Manfred


Erlacher, one of the two brothers who created Chervò back in 1982, is determined not to compromise the iconic status the apparel brand enjoys within the golf community. “I don’t think the issue is with fashion or


colours, so much as the price points the vast majority of UK golfers are willing to pay,” he argues. “Chervò is a luxury golfwear brand. This kind of positioning makes the brand more successful in countries where golf is perceived as an aspirational sport, such as in most continental European countries or in Asia, where people playing golf have the feeling of having moved up another step of the social ladder. These consumers tend to be more concerned than their UK counterparts about their image, and want to show to their fellow players their ability in selecting the ‘ultimate’ technical product. We design products that can meet this requirement.


Cheering for Chervò F


or those of us with fond memories of the legwarmers worn by dancers in the 1980s hit series Fame, the brochure for


While snoods, leggings


and a colour palette including Balinese yellow and crystal green Wasabi seem out of step with the realities of the British winter, even the quickest scan across the brand’s 150-strong AW16/17 range reveals a series of stylish garments, equally at home on the course or the high street. “Our credo is that


performance can be combined with beauty,” says Peter Erlacher. “For us, fashion is ‘nobility’, reflected in the never- ending research of colours, innovative fabrics, accuracy of detailing and shape of our clothes… combined with our love for the game and its functional requirements.” On a technical level, the most prominent


material for AW16/17 is Protherm, a material that offers impressive levels of insulation without being bulky, heavy or restrictive. It’s employed in the Mignolo, a garment that also features two-way horizontal stretch and a lifetime waterproof guarantee thanks to Aquablock, a laminated membrane that’s also windproof and breathable. Mignolo comes in five colour options – royal blue, forest green, red, silver-grey and black. A second waterproof option is offered by the


“While we can grow considerably in the UK


market, we can’t pretend to achieve a market share close to what we’ve reached elsewhere in Europe since a large part of UK golfers still prefer to buy medium-priced brands, and we’re not prepared to compromise on product quality to meet lower price points.”


Medio, a jacket with an elasticated waist. It also uses Aqua-block but its insulation is provided by eco-friendly Happy Goose, a fibre as warm as goose down. The Slitta waterproof trouser accompanies these jackets and comes in three lengths of 29, 31 and 33in. Other interesting options for the men are the windproof soſt shell Mandarino jacket, which features four-way stretch. “It’s proved very popular as an insulating showerproof jacket,” says Tim Greenwood, Chervò’s sales agent for England and Wales. “The UK is quite boring in the winter. We tend to go for blacks and navys, the safe colours. I actually


think people want colour, but buyers get nervous about purples, yellows and lilacs. That said, the range of colours offered by Chervò means those more sober options are always there alongside the more colourful ones.” Meanwhile, for AW16/17 Chervò has licensed


its knitwear range to Italian company Second Project. They have come up with a collection using alpaca, merino, extra fine cotton and cashmere in an extensive range. “I’ve been taken aback by how warmly the knitwear has been received,” Greenwood adds. “Everyone has loved it. I’ve taken a much higher percentage of orders than expected, and I think that’s just down to the quality of the clothing. The quarter- zip Woolmax lined sweater for men and women, a 45%- 55% merino coolman mix, is a fantastic piece. “But above all, Chervò


gives you the chance to be different. Most golf shops look the same and stock the same brands, and they are all competing against each other. With Chervò you can give your shop a distinctive look… and offer something fresh, new and high-quality to your customers.”


For more information on Chervò, contact Tim Greenwood attim@w3golf.co.uk or visit www.Chervò.com


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