PALMFIT AND EMIRATES GOLF FEDERATION LAUNCH NEW CULTURALLY SENSTIVE CLOTHING RANGE ON LADIES DAY AT DP WORLD TOUR CHAMPIONSHIP
November 20th, 2021
- PALMFIT has created golf attire that is specifically designed for conservative female players, being respectful of culture whilst enabling high performance
- The collection is being launched on Ladies Day at the season ending DP World Tour Championship, the first item being released is a t-shirt
Dubai, United Arab Emirates: Today, PALMFIT and the Emirates Golf Federation have announced the launch of a new golf clothing collection, named the Capsule Collection.
The collection stemmed from the insight that there were a number of issues with the current market of ladies’ golf wear. Female players felt that designs were not suitable for local culture, fits were tight, colors were too bold and fabrics were too heavy. Female Emirates Golf Federation players requested PALMFIT’s support in creating conservative but fashionable pieces, whilst being able to maintain their performance on the golf course.
PALMFIT and the Emirates Golf Federation worked closely together to answer the female players’ concerns with the current landscape of female golf wear. This included regular meetings at the Jumeirah Golf Estates Academy where the female players were able to see the samples first-hand and share their thoughts on what PALMFIT was creating. This collaboration was integral in creating a product that is appreciated by all.
The first item of the Capsule Collection is a lightweight and breathable t-shirt that has been created to allow the golfers to be able to tackle the Emirati heat. It has long sleeves, a longer hem, and high-rise collars to maintain cultural sensitivity whilst also including sweat-wicking fabrics. The t-shirt has been made with pastel color fabrics to make it look good and stand out, it has received positive feedback from those involved in bringing the t-shirt to life.
It’s fitting that the collection is being launched on Ladies’ Day at the DP World Tour Championship considering DP World has been a long-standing partner of the Emirates Golf Federation and has been supporting the launch. Ladies attending the event held at Jumeirah Golf Estates can look forward to various activities and entertainment both on and off the golf course, including clinics specifically aimed at getting more women into golf.
Speaking about the collection and the inspiration behind it, Hanish Bhatt, CEO of PALMFIT, said: “At PALMFIT HQ, we are so excited to partner with the EGC and to co-create a golf top that meets the needs of the Emirati National ladies’ team. It has been a fun journey working together each step of the way and listening to their needs and desires. We are so pleased that they love the first collection, and this is only the beginning of our partnership with more fun and customized golfing attire to come in the future!”
April Varney, coach of the Emirates Golf Foundation (EGF) spoke about her joy in playing a part in helping female golfers feel more comfortable on the golf course: “Working with a company like PALMFIT has been fantastic. We have been struggling to find culturally sensitive golf clothing. PALMFIT has gone above and beyond every step of the way so together we could create a product we were both proud of. I look forward to working with them in the future.”
Maha Al-Qattan, Group Chief People Officer of DP World, spoke about women’s golf in the region: “DP World is proud to be associated with this collection. It’s an exciting time for female golf in the region; it’s going from strength to strength, and our organization is proud of the work that both PALMFIT and the Emirates Golf Federation are doing to empower women in the UAE.”