When Kurt Kitayama hoisted his maiden PGA Tour trophy after winning the Arnold Palmer Invitational in March 2023, one thing stood out most: his eye-catching style.
The newly-minted PGA Tour champion wears a brand called Chervo, a 40-year-old luxury sportswear company whose golf collection has been designed and created with an eye on the future, according to Palm Beach-based Managing Partner Layne Dempsey.
The Italian sportswear brand was launched in 1982, and initially sold apparel aimed at style-conscious skiers. But in 1991, after the company’s co-founder, Peter Erlacher, became hooked on golf, Chervo added golf rainwear to its lineup.
The rest, as they say, is history. Today, the brand is all-in on top-quality, high-performance golf clothing.
“We use the highest quality fabrics that tend to last a long time”, said Dempsey. “Chervo prides itself on innovation and a pursuit of new materials to take on the challenges.”
While Chervo constructs its sportswear for performance and comfort, it also delivers a stylish “wow factor,” according to LPGA Tour player Jenny Shin.
“I have an affinity for fashion. I have always been a fan of Italian brands and honored to wear the only one in the world of golf,” said Shin.
“Chervo is unlike any other brand I have ever worn and the SS23 collection continues to add the wow factor into all of it.
“I love the Knockout Pink and the patterns of this collection.”
For Kitayama, Chervo’s vibrant designs and signature technologies allow him to stand out on tour, in terms of both style and performance.
“It’s always fun to see the newest patterns and seasonal colors, they are always so unique. I like that I stand out on tour,” said Kitayama, who’s currently the 20th ranked pro golfer in the world.
“For me it’s always been about the fit and feel, the technology in the garments allows me to feel my best on the course and in competition.”
Kitayama added, “The tech fabrics are comfortable and allow the most flexibility, especially the pants.
“Regardless of the weather, I know I will be outfitted for the most comfort and protection which allows me to concentrate solely on my game.”
Later this month, Chervo will introduce its official Ryder Cup line of activewear, just in time for the biennial matches at Marco Simone Golf and Country Club in Rome.
“We’re a well-known popular brand in Italy, and this will be a fantastic opportunity introduce ourselves to so many people elsewhere, particularly here in the United States,” said Dempsey.
“If you are the biggest golf brand in Italy, we felt it was important to be part of all the excitement surrounding the Ryder Cup.”
On the web: ChervoUSA.com
