Holderness & Bourne
Alex Elias
In 2014, Alex Holderness and John Bourne set out to create something the two friends couldn’t find: performance apparel with a classic look and modern fit.
Eight years later, both Holderness and Bourne remain heavily involved in the day-to-day.
“We’re not this corporate conglomerate. We are a small shop where the owners are still heavily involved and very passionate about the day-to-day,” said Frame. “It’s real people behind the brand. Alex is our full-time designer, and he has his hands on every single piece of the product—from the sewn-in collar stays to the stripe designs to the fabrics. John does as well, working hand in hand with Alex to design our entire product line.”
“In a world full of diluted, saturated golf apparel brands, to have them both involved in the brand is, in my opinion, our greatest strength,” said Frame.
As the founders’ presence is the brand’s greatest strength, the overall fit is a close second.
“Since Day 1, Alex and John have been really focused on honing in on the fit,” said Frame. “We’ve brought a tailored fit, similar to some of the best shirting houses on Jermyn Street in London, to green grass American golf apparel. Our fit has really helped us scale as a brand and receive high marks from our online customers and more than 900 green grass wholesale accounts. Along with the fit, the implementation of the sewn-in collar stays is unique to us. We’re the only ones producing this structured English spread-collar design. It just kind of frames your face a little better and gives you this confident feel.”
Mentioning green grass wholesale accounts, Holderness & Bourne, which began with Winged Foot Golf Club, Wykagyl Country Club, Greenwich Country Club, and Somerset Hills Country Club as its first four club partners, has since grown from coast to coast.
“That’s the business. We’re an apparel brand selling their logo,” said Frame.
As loyal Holderness & Bourne customers have patiently awaited the brand’s release of bottoms, the wait is finally over, with shorts recently released and pants coming this fall.
“It was a little bit of both—listening to customers and understanding that it was time,” said Frame. “We could have released them two years ago, but we decided to wait and really dial in the fit and fabric. It’s a performance-cotton blend with a country club-esque cotton feel.”
