By: Tim Baines
In golf, a perfect round (on a Par-72 course) is considered 54 (a birdie on each hole).
A clothing company – Chase54, is seeking that same kind of perfection, which it says is “not just a number, it’s a way of life.”
Nice catchphrases aside, Chase54 (chase54.com) is doing great things in a crowded marketplace, pushing the limits of what’s considered possible while doing everything – research, development, manufacturing and the delivery, all under the same roof. The fabric and garments are made in house.
The company is making big strides in Canada with several of the country’s top pro shops – including Thornhill, Scarboro, Burlington, Beverly, Lookout Point, Islington, Oshawa, Credit Valley, Dundas Valley, Bayview, Ladies Golf Club of Toronto, Markland Wood, Spring Lakes, Flamborough Hills, Peninsula Lakes, St Catharines, Cottonwood, Pinebrook and Essex – carrying Chase54 apparel.
So why Chase54, a brand that’s been around for about five years (the company itself has been around for more than 35) – what does it bring that’s making it such a rising star in golf apparel?
“When the brand was founded, there wasn’t much great technical fabric in the market,” said Chase54’s brand director Pradeep Mahtani. “When we saw in the marketplace that people weren’t pushing the envelope in terms of innovation and the fabric in terms of blend – that’s when we saw the opportunity.
“Fast forward to now, there are definitely brands out there that do have some great fabrication. What we’re really trying to do it marry fashion with functionality. The buzz words thrown out there are on and off the course, versatility and lifestyle. We try every season to launch something new – whether that’s a cooling feature, heating feature, wicking feature or antimicrobial. We’re pushing the envelope in what’s possible.”
Chase54 provides functionality and a great look for on and off the course – with fabric playing a big part.
Said Mahtani: “You really can get a shirt that looks and feels like your cotton shirt, but performs like it has the wicking and antimicrobial of your polyester shirt. That’s the beauty of how it’s evolved over time.”
The clothing has attention to the little details, things like gripper tape in the pant lines.
Said Mahtani: “You want your shirt to stay tucked in. It’s something you maybe don’t think about when you purchase it, but you appreciate when you’re wearing it over and over again. We have a focus on getting all the details right.”
As for the Canadian market, he said: “Canada has been great almost since the beginning of the brand, we’ve found some great partners. It’s been a huge push for us. We started out with one rep, we’re up to three reps. It’s absolutely a market we’re constantly going after.”
As for chasing perfection, Mahtani said: “The tagline is the pursuit of perfection. It’s a little tongue in cheek in that you may never get that round of 54, but you’re always trying to improve to make it better, to push your limit of what can be possible. More and more the lines are going to get blurred between fashion and golf and what it means to be performance or lifestyle.”
And what’s next?
Said Mahtani: “The next frontier for us is looking at wearable technology – that’s a little further out, but it’s on the forefront of everybody’s minds.”
Chase54’s fall collection boasts nostalgic, modern-classic designs married with the company’s propietary fabric technologies. The Choose Your Now collection includes two men’s groups and two women’s groups, plus the brand’s ever-evolving Elements line that can be mixed and matched into each group. Incorporated into each item are technical material elements like sun protection, cooling properties and moisture-wicking qualities.
The men’s offerings include the sporty Retro Active range featuring crease-free material, while the Outdoor Games group offers Chase54’s take on today’s golf style trends with an athletic influence. The Alternate Bliss ladies’ line is inspired by the idea of a floating new world, boasting whimsical prints in moisture-wicking and cooling tech fabrics. Additionally, the Power Style group offers mesh insert and cutaway details combined with bold, colour-block designs.