The intersection of heritage and innovation was the focal point of a ground breaking collaboration between US-born golf brand Ashworth and emerging Hong Kong label Mountain Yam, unveiled at the Centrestage Hong Kong trade show. The capsule collection, a testament to the duo's shared passion for sports and fashion, marked a significant step towards modernizing traditional golfing apparel.

A match made in heaven

Ashworth, renowned for its technical expertise in golfing apparel, contributed its decades of experience to the collaboration. Mountain Yam, known for his bold prints and vibrant colour palettes, infused the collection with a youthful and contemporary aesthetic. The resulting synergy was evident in the "evolution" theme that underpinned the collection, transforming traditional golf wear into cutting-edge athleisure fashion.

For Mountain Yam, the collaboration was a new venture into the world of performance sportswear. "The collaboration started because we both love sports," the designer explained. "Ashworth usually offers traditional golf wear, and we wanted to add more elements into their line so it was wearable on a daily basis."

Casualizing golf wear The collaboration aligned with Ashworth's broader strategy of infusing fashion into golf, a trend that has gained significant traction among Hong Kong consumers. The runway show at the Hong Kong Convention and Exhibition Centre on September 4 showcased the capsule collection as the grand finale, contrasting starkly with the more traditional looks presented earlier.

"Working with Yam was Ashworth's first step into casualizing part of its offering," said William Fu, CEO of YGM Trading. "He understood the more commercial side to the collaboration. You have to have a sense of that, because at the end of the day, we are not couture."

The rise of athleisure

The collaboration comes at a time when athleisure is experiencing a resurgence in popularity. The summer of sports, from the Olympics to the Euros, has ignited a renewed interest in athleticism. Golf, in particular, has maintained a steady demand despite fluctuations in other parts of the apparel industry.

In Hong Kong, golf has a long-standing appeal, driven in part by the city's British colonial heritage. YGM Group's acquisition of Ashworth in 2019 was a strategic move to capitalize on the sport's rising popularity.

YGM's Focus on Hong Kong

YGM Trading, the Hong Kong-based firm that owns Ashworth, has been expanding the brand's presence internationally. While the company has faced challenges in Mainland China, it remains committed to the Hong Kong market, where golf continues to enjoy steady growth.

"Centrestage is more focused on local brands, local designers," William explained. "So the reason we attended was, firstly, because of Mountain and so that we could show our support for local designers, to help them get onto a different stage."

As Ashworth continues to evolve and innovate, the collaboration with Mountain Yam is a testament to the brand's commitment to staying relevant in the ever-changing world of fashion and sports. With future collaborations with other young designers in the pipeline, Ashworth is poised to make a significant impact on the athleisure market.