TBT: Tech meets style as Loro Piana takes a swing at The Ryder Cup

Sports uniforms are often slick, performance gear always has a dash of style stitched in the seams, the athletic silhouette is a happy mélange of form, function and indubitably, a sense of style. But when it comes to this sport, good lord is there a reason why the gear in golf has historically been so shockingly…what’s the polite word… lacklustre? 

Lads and ladies, Loro Piana has entered the chat.

Loro Piana announced the renewal of the brand's collaboration with Team Europe for the 2023 Ryder Cup. The sportsmen will be dressed in the finest fibre, timeless colours and high-function design to enhance, not interrupt a swing. If ever a sport needed a touch of elegance--considering the vast money that's at play and global audience on view--Loro Piana has stepped into the greens with intelligent-design and its famed craftsmanship. And we’re not alone in this praise-the-lord hankering. 

“Since the partnership began in 2016, the quality of Loro Piana’s fabrics coupled with their specialist design and production knowledge have made them the ideal clothing partner for Team Europe,” says Luke Donald, captain of Team Europe.

Indeed for the past seven years, since Loro Piana first stepped into the game, the brand re-designed the official uniforms for Team Europe with state-of-the-art fabrication to suit atmospheric conditions, providing a sense of comfort and style. What’s more, 3D technology was used to simulate how the material moved when a golf swing was in full action, which led to small changes made for greater impact; allowing the performer utter ease in movement and no chaffing courtesy of their impeccable new uniform.  

The latest signature collection includes six looks, featuring a short-sleeved polo with a shirt-style collar, crease-resistant, waterproof fabrics and lightness of material to let the golfer play seamlessly. The advanced technology used in fabrication is next level; the team will be provided with clothing with heat-regulating capacity that enhances ergonomic performance. For that subtle sense of style, there’s a refined colour palette, using Italian tones, the European flag and of course, the sports team’s official logo. 

“Loro Piana’s iconic outfits have become synonymous with Team Europe and we are delighted that Captain Luke Donald’s team will become the fourth successive group of players to don these exceptional products,” said Guy Kinnings, Ryder Cup Director. “Since our partnership began at the Ryder Cup in 2016, the quality of Loro Piana’s fabrics coupled with their specialist design and production knowledge have made them the ideal fit for Team Europe, ensuring that the players look and feel the part both on and off the course. I am delighted that we are working with a symbol of Italian excellence for the first ever Ryder Cup in Italy.”

If you’re thirsting to grab a full look from the collection, there’s good news and bad. Only a selection of the Team Europe uniforms, will be available at the maison’s boutique in Rome during the weeks of competition. Will it be available in Hong Kong? No. But variations of the colour scheme, similar silhouette will still be in the offing to golf lovers as Loro Piana’s extensive wardrobe is on sale at stores studded around Asia.

by

P.Ramakrishnan

Feature for Robb Report Hong Kong from Sept 2023