In the next two weeks, much will be made of the strong story line of Tiger Woods and Phil Mickelson competing in their backyard, at a course they both grew up playing, Torrey Pines. In fact, Johnny Miller wrote in this month's Golf Digest: "there really is only one story line for this year's U.S. Open."
With much respect due Johnny, we see things slightly differently at styledtoatee.com. There's a third individual whose name has been as much a part of the Southern California golf scene these last two decades. While Woods or Mickelson are good bets to be leaders in the clubhouse, we'd call John Ashworth, the leader in the pro shop U.S. Open merchandise tent.
Ashworth was born and raised in Southern California. His eponymous brand, infused as it is with a carefree California cool, did as much to energize golf fashion as any in the last 20 years. As a designer, he's a rare individual. Who else could synthesize a point of view that seemed as tied to beach culture as it did to the Scottish linksland.
While spirited sportswear and superb execution at the green grass level put Ashworth on the map as a business, John was clearly breaking ground on the design front. At the same time, he was the rare individual who realized that whatever he did, he'd have to stay connected to the game's soul, whether it meant association with particular players, developing dramatic imagery (with photographer Barry Grimes) or, when the whole thing became one big quarterly numbers game, walking away.
Without knowing John (but watching his career closely these last 15 years), I wouldn't pretend to try to distill how his personality, the Southern California beach culture and golf all came together. But one thing was clear about Ashworth's apparel. You knew it when you saw it. -- RL
Back in 94/95, I couldnt get enough ashworth..Freddy made them. He epitomized the label..cool, calm, and count on a break here and there..Karma Cool before the was Clima Cool...
Posted by: Vazco | May 29, 2008 at 04:42 PM