Pure Golf is brought to you by the family business that owns Surprizeshop, the popular women’s golf accessory brand. Having served female golfers for over 26 years, it was a natural progression to create a clothing range, and Pure Golf was born in 2021. In a short timeframe, the brand has established itself as a leader in women’s golf fashion, winning Brand of the Year at the 2023 Women in Golf Awards, voted for by female golfers across the UK.
There are two core principles that uphold Pure Golf. The first is producing affordable women’s golfwear without compromising style or function, and the second is creating a range that is effortlessly interchangeable.
In addition to annual fashion collections, there is always a core essentials range in a wide choice of colours that are cleverly incorporated into every fashion collection. This means that if you purchase a skort one year to match a fashion polo shirt, the following year you can purchase a shirt from the new collection that will match an existing skort, shorts or trousers perfectly, thus extending the life of your essential pieces for seasons to come.
The Mist jacket, selected for Golf Monthly’s Editor’s Choice 2024, is from the essentials range. This is a versatile and lightweight jacket that is available in 9 striking colours and it’s ideal for spring and summertime golf if there is a chill in the air. This jacket is also a good example of an option for a golf club’s team kit, as it represents great value and because it is an ongoing collection, this proves useful if a player needs to update their kit or a new member joins the team.
Pure with Personality is another key element of the company’s extensive range of clothing. These are plain-coloured pieces that are brought alive with a touch of personality with a unique textured design that coordinates with the fashion collections during any given year.
The recently released 2024 spring/summer range fuses well-loved core colours with a nod to this year’s on-trend shades, from the warm and feminine deep coral that will echo a warm summer's day on the golf course at home or abroad, to pastel lilac with its delicate tones. Pure Golf has always specialised in stunning prints for its core apparel pieces, and in anticipation of warm weather, all tops, dresses, and mid-layers feature built-in sun protection, as you would expect from today’s golf fashion companies.
New for this year is a mesh polo shirt that allows the air to flow through comfortably without being at all revealing. Dresses have emerged as a golf course staple over recent years as an affordable and comfortable choice.
For the first time, Pure Golf has introduced a cap sleeve dress, which is slightly longer in length, offering a little extra coverage from the sun, or simply worn as a style statement. Similarly, there is a larger range of Bermudas for those women looking for a longer short and the brand has also introduced a new improved fit across its tops with sizes ranging from XS-XXL.
Looking to the future, Christina Smith, designer and director says:
“I believe that one of Pure Golf’s key strengths is that we are driven by the comments and feedback we receive from the ladies we meet, whether that be at pop-ups, in our own store in Hemel Hempstead, at one of the focus groups, or from the female pros we work with.
"I truly feel that this input allows us to continually tweak and refine what we are doing and will allow the brand in the future to be the best it can be. We have a fantastic team that established Pure alongside myself and we all enjoy seeing our vision become a reality as the new collections evolve. We have to work so far ahead and on so many seasons at one time, it's great fun and we really do enjoy what we do, I hope that shines through in the collections we are creating.”
Pure Golf is available online at www.surprizeshop.co.uk and at major online retailers. It is also available in pro shops nationwide and in their own store.
