From
St. Andrews
Our story started in Fife, Scotland, about a four-iron from the home of golf in St. Andrews. But it came to life in South-East Asia after a forlorn search for better quality golf accessories.
To
Singapore
I was in Singapore and - not for the first time - had just pulled the cover off my driver and watched it disintegrate in my hands.
That’s because the vast majority of golf club head-covers in circulation today are a mix of PU-based, non-biodegradable leather alternatives and highly absorbent materials.
They're just not built for all the environments that they might be used in. Particularly humid ones.
So, the search began to find something a bit more robust, much more stylish and infinitely more sustainable. But it wasn't long before I realised, that to get the quality I wanted, I was going to have to make these myself.
And
Back again
And so, I started cutting and sewing, tearing and testing. I took the product and the supply chain apart to figure out how to make the best possible version of this product.
Then I began experimenting with new technologies (such as UV printing and laser etching) and mixed this in with time-honoured techniques from related industries that had never really been used in this space before (like metal-wear and embossing).
And here we are now. We’ve moved from the back bedroom in Sentosa to a workshop back in Fife. Taken a one-hundred-year-old product, redesigned it around a more global playing experience and made what we now think are the finest golf club head-covers in the world.
And
We're just getting started
It was never meant to be more than a COVID pandemic project. But then we came across an underserved market and saw an opportunity to create a platform for design that nobody had really tapped into before.
We’re a long way past my search for more quality and style now. We’ve created a dynamic new company focused on the development of a range of affordable luxury sports accessories through a unique brand that is changing that way people think about the home of golf.
Born Local
Thinking Global
St. Andrews isn’t just where the game of golf began. This is also where you’ll find its soul. The essence of a sport uniquely shaped by the environment that it was conceived in. Where you can you pit your wits against the elements on the same turf as all the greats. Yet, where no day, no challenge is ever the same.
That’s what make this place so unique. You can never have flair without fortitude or style without any substance. You have to be able to adapt your skills to the all the environments that you find yourself in and then learn how to love them.
And, that’s what you will see in every one of our products. They’re never adapted from anything. Never pretending to be something that they are not. They are designed to enable someone to express their style and personality in every situation that they could be needed.
There can’t ever be any compromise on this, because that would undermine who we are and the legacy of the innovation that made this place what it is; then took the game global.
Gavin McClement - Managing Director, DNA Golf.
The future is not the past
More Sustainability
We are already in conversion with a number of research facilities to develop more sustainable materials and incorporate them into the design and production process.
More Technology
The access our company has created to high-end design technology is enabling us to test new product concepts. (i.e. laser etching, 3D printing).
More Collaboration
We are already experimenting with Artificial Intelligence to enable the creation of unique design and marketing concepts that will take product development to another level.