Golf can be the perfect fit for your lifestyle. That's the message from exciting new fashion brand Kirona, who are turning heads at the season's opening major, the ANA inspiration.

We caught up with the company's founders Dianne and Tami, to find out what influenced them to launch the brand and why golf fashion is so important to inspire the next generation into the game. 

What inspired you to launch Kinona?

We had spent years unhappy with the options that were available to us and were tired of spending money on clothes that only had one purpose. Golf had not evolved or modernized while other women's sport apparel such as tennis or even hiking had progressed to the point where you could wear a great pair of hiking shorts, for example, to the grocery store and not feel out of place. Golf seemed stuck with masculine boxy polo's and busy prints. We may be in our 50's but feel, look, and act like we're in our 30's and 40's.


What do they think of other women's golf clothing on the market and how is Kinona different? Other women's brands tend to fall into the very athletic looks, or quite frankly are a bit "frumpy". Kinona is different in that as a premium brand we use luxurious Italian fabrics, we build shape flattering details into the garments, it is a brand that is fun, modern, stylish and flattering wear it from course to the grocery store or the course to dinner the options are endless. We did it because frankly, no one else was!

What are your thoughts on the LPGA dress code and how the stricter regulations last year impact on the image of women's golf?

The dress code can be a bit restrictive, but so many clubs now are allowing women to push the envelope and we plan to take those risks where we can. We see clubs really stuck in a conundrum of trying to appease their long standing members while also trying to bring in a new generation of golfers. Here in lies the issue.


Is fashion important to inspire the next generation into the sport?

It is, women and young girls want to look and feel their best when playing or out and about, giving them confidence on and off the course. We believe that golf apparel can no longer exist in isolation where you dress for golf, go home, change and get on with the rest of your life. Women need and demand apparel solutions that can take them throughout the day.


What's hot right now and what styles should we be looking out for?

Skorts and dresses are very hot they work so well on and off the course, we actually sell about 30% of our items to non-golfers who love the fabrics, how the shaping makes them look, and the deep rich colors.


Tell us about your Champions Programme

Our company is built by women for women, we are intent on allowing women a platform to build a women's community. The Champion model helps us do that, women can invest in a "kit" and host shopping parties at their home, office, or at a club.

It allows women to earn some commission while spreading the word about the brand. Great when they have the social setting to allow their friends to try things on, know their size and fit, and then anytime they want to order more we have the easy convenience of our website. We like to say that we run the spectrum of high touch to super convenient.

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