Antiqua - 2011 Golf Fashions

The Spring 2011 season-as with all of Antigua's collections since the Peoria, Ariz.-based Antigua Group, Inc., was founded 31 years ago-combines outstanding quality, style and value. The new line once again exemplifies why the Antigua brand is one of the nation's leading designers and marketers of genuine golf and sports apparel.

Based on the success of Antigua's newly introduced exclusive DESERT DRY" XTRA-LITE (D2XL) lightweight moisture management performance products Antigua expands its XTRA-LITE offering in an updated color palette with the launch of the company's Spring 2011 collection.


DESERT DRY" XTRA-LITE (D2XL) combines Antigua's exclusive DESERT DRY" moisture-wicking feature with specially constructed ultra-light fabrics for maximum wicking performance and optimum comfort. The additional benefits of DESERT DRY" XTRA LITE are:

* Moisture wicks more rapidly

* Lighter weight on body

* Less heat trapped on body

* Less restrictive movement

Antigua's new DESERT DRY" XTRA-LITE is an extremely light fabric without being sheer. The three-dimensional construction is what makes the fabric extremely light without being see-through. Because the fabric has a lighter weight construction, DESERT DRY" XTRA-LITE embellishes the wicking rate of Antigua's proprietary DESERT DRY" moisture management performance fabric. With its history of functional success, DESERT DRY" already sits at the top of the market of performance golf apparel and with the added functionality of Antigua's DESERT DRY" XTRA-LITE fabric it is proving that it will join in that success.

"The last few years have been tough for the golf business in general, but we're seeing some nice distribution growth including a nice resurgence in volume," says Ron McPherson, President and CEO of Antigua. "Our design team is constantly adapting to hit the trends and our trade partners have embraced DESERT DRY" and DESERT DRY" XTRA-LITE as they continue outperforming as a function of the product and with their viability as strong performers at retail"

MEN'S SPRING 2011 COLLECTION OVERVIEW

Antigua is taking its high-performance collection in a new direction for Spring 2011. Taking its lead from the ever-evolving fashion market Antigua steps out-and by introducing what the company has coined "contemporary performance" with the Mosaic, Mogul and Metropolitan collections.

There are several reasons why Antigua's Spring 2011 contemporary performance men's golf wear collection will prove to once again be at the top of the fashion performance golf apparel market:

* The collection utilizes its highly effective DESERT DRY" and new DESERT DRY" XTRA-LITE moisture wicking performance fabrics with their soft textures and lightweight athletic drape.

* Spring 2011 moves from active brights and active wear styling, and replaces them with a rich sophisticated jewel-tone, somewhat bolder color palette, with clean updated styling details, traditional taste, expanded offerings, and innovative textures and patterns.

"The Spring 2011 Men's collections are also about contemporary performance," adds Sean Gregg, Antigua's Director of Product Development and Marketing. "We've moved away from the active looks of Performance and updated our direction toward sophisticated styling, and richer color palettes instead of the athletic brights that we had originally done successfully when Performance apparel originally came to golf."

WOMEN'S SPRING 2011 OVERVIEW

Overall, the Women's Spring 2011 collection focuses on a sophisticated color palette, easy-to-merchandise color stories, classic styling with subtle feminine details, an expanded selection of lightweight and silky fabrics, excellent drape regardless of body type and a modern approach to traditional golfwear.

"We wanted to maintain the successful direction of our sophisticated color palette of the prior season but added stripes and livened it up to make it less traditional," says Danielle Dellios, Antigua's Women's Senior Designer. " It follows the same well received silhouettes as last year's, but we've taken the fabrications a step further adding more blends and including more nylon based on their success in the prior season."

The Spring 2011 Antigua Women's collection is merchandised as three innovative, opulent product groups-Dashing, Mischief and Dynamic.

DESERT DRY" XTRA-LITE will be featured in the Dashing collection's style illusion (nylon-mélange Polo) and Dazzle (Spandex yarn dyed Stripe Polo) style. DESERT DRY" XTRA-LITE fabric will also be part of the essential product offering such as the Women's Exceed group, which consists of a Short Sleeve Polo, and Sleeveless and Long-Sleeve Polo styles.

"The Women's Spring 2011 Collection is very interesting for us," McPherson says. "Last year we sold 40 percent more units than in 2009 as our designer, Danielle Dellios, hit it right on the button and has done it again for Spring 2011. She has put together a red-tone story at one time, a blue-tone story at one time, etc."

The blue color group is always Antigua's best-selling group, Dellios says.

"Pacific is a color anyone can wear," she says. "It doesn't appeal to only one specific age or demographic."


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