Sustainable fashion is making waves, and it can affect how we think about our purchases. Reflo, a brand that creates sustainable performance apparel, has launched a new collection tied to a major golf event, The Open Championship.

Reflo’s Latest Collection Debuts

Reflo has unveiled The Living Links, its second officially licensed collection for The Open Championship. Following the success of last year’s Giants Capsule, which sold out at Royal Portrush, this new line is designed for the 154th Open Championship, taking place at Royal Birkdale Golf Club from July 12 to 19.

Last year’s collection drew inspiration from the myth of Finn McCool, a legendary giant from Northern Irish folklore. However, The Living Links collection draws its identity directly from the Royal Birkdale golf course itself, which is located in a Site of Special Scientific Interest on the Sefton Coast. The course has hosted ten Open Championships since 1954, celebrating champions like Peter Thomson, Tom Watson, and the most recent winner, Jordan Spieth.

Nature as Inspiration

Rory Macfadyen, the founder of Reflo, expressed how the course has a story of its own. He noted that while the myth of Finn McCool felt right at Portrush, Royal Birkdale “didn’t need a story. It already was one.” This connection to the land has been translated into The Living Links collection.

This 12-piece range features graphic patterns that reflect the unique contours of the dunes and fairways at Royal Birkdale. Each item includes a Stonechat emblem inspired by the bird that nests along the course. The typography on the hoodies is influenced by the Art Deco clubhouse carpet at Royal Birkdale. Importantly, every piece is made from recycled materials, and once each item is numbered, it won’t be produced again.

Emphasizing Ecological Responsibility

Ben Stoney, Reflo’s Marketing Director, shared that the collection captures the essence of Royal Birkdale’s environment. The designs incorporate elements from an ecological study by the R&A, including the Stonechat and Natterjack Toad, which have influenced the range’s colors and themes. Additionally, the collection is part of the Reflo Reloop program, aiming to give every item a responsible second life.

The campaign highlights the Royal Birkdale ecosystem, showcasing its shifting dunes and coastal winds. Promotional content was filmed during the picturesque dusk hours across the course and the surrounding Sefton Coast dunes.

A New Era for Sports Merchandise

Matt Tomlinson, Head of Retail, Merchandise & Licensing at The R&A, expressed excitement about the collaboration with Reflo for a second year. He emphasized how their desire to tell stories through merchandise has led to an exceptional, limited-edition collection for fans this summer. The Living Links capsule aims to encapsulate the elements of golf’s links, creating the ultimate challenge for golfers.

The collection is currently available on Reflo’s website and through The Open’s official retail channels, such as Fanatics. Golf fans and fashion enthusiasts alike can now embrace sustainable fashion while supporting a storied sporting event.

What this means for you

The launch of sustainable products like Reflo’s new collection highlights the increasing importance of eco-friendly choices in our lives. Next time you’re deciding what to purchase, consider how your choices may impact the environment. If you ever need to review contracts related to merchandise or events, legal-document-to-plain-english-translator/”>AI legalese decoder can help you translate it into plain English in seconds.

Source: https://golfbusinessnews.com/news/new-products/reflo-unveils-officially-licensed-capsule-collection-for-the-154th-open-championship/