Firstly, I would say it is Abacus’ combination of Swedish design, function and quality. We create clothing with the active golfer in mind, so we are not a general sports brand in that sense. All of our details are there to make life easier and more enjoyable, both on and off course.
We make polos with different sleeve lengths, as well as skorts and shorts in different lengths. So hopefully our apparel attracts all active women, no matter how old they are.
Which colours and trends appear in the SS18 collection?
We have a classic black and white range (our signature colours) with some fashionable prints that never seem to go out of style.
We’ve also included a navy story with cherry blossom, oyster grey and some classical checks, as well as a flower print.
Lastly, we have a colour story with rosewater, steelblue and white, as well as a leaf print and a limited edition of pale flowers. This story is much more romantic than the other two and less sporty.
As always, our passion for golf and the life of golfers has influenced us. We are very grateful for all our ambassadors that continuously give us feedback on our apparel, so we are always working on ways to make it even better.
Also our Swedish heritage, nature and landscape is there to influence us and give us an idea of the weather conditions that our clothes will have to withstand.
Are you inspired by trends that are appearing in the fashion world?
but it’s starting to catch up.
How are the clothes designed to make life easier on the course?
We use materials that come with a lot of stretch and breathability, so they won’t hinder your swing.
Our waterproof trousers have a zip down the leg to make them easier to pull on if a shower comes quickly. Some of our items also carry anti-odor technology as well as UV protection.
We usually judge the clothing on if the user will think about them or not while they are wearing them, because if they thinking about them, it’s most likely to be because something is annoying or uncomfortable.
We want our golfers to be able to focus on their game and nothing else.
Are many of the pieces suitable to wear on and off the course?
Lots of our customers use our apparel for other activities like horseback riding, cycling, running, or walking.
Or if you prefer a more formal look that’s appropriate to wear for work before a round we have the Wade shirt or the Milano merino sweater.
The Wade shirt looks like a formal shirt but it’s made with a pique knit, which is much more stretchy and comfortable than a woven shirt. The Milano sweater is one of our classics that never goes out of style.