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 Chris Frame, Director of Marketing. “Alex and John design our entire product line. Before launching a new product, they always ask themselves one question: Would I wear this? If the answer is yes, it earns a place in the collection.”
“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 fit is a close second.
“Since Day 1, Alex and John have been really focused on honing the fit,” said Frame. “We’ve brought a tailored fit—similar to those found at some of the finest shirting houses on Jermyn Street in London—to American green-grass golf apparel. Our fit has played a major role in helping us scale as a brand and has earned high marks from both our online customers and more than 900 green-grass wholesale accounts. Along with the fit, the implementation of sewn-in collar stays is unique to us. We’re the only company producing this structured English spread-collar design. It frames your face a little better and gives you a more confident feel.”
Beginning with Winged Foot Golf Club, Wykagyl Country Club, Greenwich Country Club, and Somerset Hills Country Club as its first four club partners, Holderness & Bourne has since grown from coast to coast.
“That’s the business. We’re an apparel brand selling clubs’ 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.”
