From
St. Andrews
The DNA Golf 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 golf accessories with a lifespan more in line with the products that they purported to protect.
To
Singapore
I was in Singapore and, not for the first time, had just pulled the cover off my golf club and watched it crumble in my hands.
That’s because the vast majority of head-covers in circulation today are a mix of PU-based, non-biodegradable leather alternatives, and highly absorbent materials that rot them from the inside.
So, the search began to try and find something a bit more robust, much more stylish and infinitely more sustainable.
But pickings were slim. The third-party head-cover market is awash with novelty offerings and cheap replacements most of which looked like they’d disintegrate at the first sign of humidity.
The whole market in fact, seemed to have been designed for western men and adapted to everyone else (particularly women).
So, I decided to fix that.
And
Back again
I started cutting and sewing, tearing and testing. I took the product, the market and the supply chain apart to try and 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 borrowing other time-honoured techniques from related industries (i.e. metal-wear and embossing) with only really one objective in mind: to bring the golf bag to life.
And here we now are. We’ve moved from the back bedroom in Sentosa to a workshop back in Fife. Built a manufacturing capability and created the David Alexander design partnership. Then taken a one-hundred-year-old product, redesigned it from the ground up and made what we now think are the finest golf club head-covers in the world.
And
We're just getting started
We’re a long way past my search for more quality and style; they’re a given now. We’ve created a dynamic new company focused on the design and development of a range of vibrant new affordable luxury accessories.
We see the head-cover as a design platform that nobody has really taken advantage of before. And we plan to use that to develop of a range of products that enable people to express their personality in a way that they have never been able to do before.
And we have a very unique perspective on how we’re going to go about that.
Born Local but
Thinking Global
We understand this game because we were born into it. It's in our DNA. We've watched it grow and evolve and can see where it's all heading.
That's what inspires us, but also keeps us grounded. St. Andrews isn't just the home of golf, it's also where you find its soul. The essence of what took this game global. A sport so uniquely shaped by its environment that flair and fortitude became inseparable. So, style without substance is meaningless.
That's what you will see in every one of our products. We're creating relevance where there wasn’t very much and excitement where there really wasn’t any.
Come along with us on that journey, it's going to be emotional!
Gavin McClement - managing director DNA Golf.
now you're covered
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 technologies to enable the creation of unique design and marketing concepts that will take product development to another level.