From
St. Andrews
This 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 from my driver and watched it disintegrate 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 covers from the inside.
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
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) whilst borrowing other time-honoured techniques from related industries (i.e. metal-wear and embossing). And it soon became clear that there was an opportunity to create a platform for design that nobody had really tapped into before.
And
We're just getting started
So, here we now are. We’ve moved from the back bedroom in Sentosa to a workshop back in Fife. Built a unique manufacturing capability and created the David Alexander Design Partnership.
We've 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.
We’re a long way past my search for more quality and style. We’ve created a dynamic new company focused on the design and development of a range of vibrant new affordable luxury products that enable people to express their personality in a way that they have never really been able to do before.
Born Local
Thinking Global
We can do that because we understand this sport. It's in our DNA. We know where the original innovation came from and why that travelled so well.
Now we want to tell that story.
The essence of St. Andrews is not just what began here, but what that became. This place isn't just the home of golf, it's also where you find its soul. The crux of what took this game global. A sport so uniquely shaped by the environment it was conceived in, that flair simply cannot exist without fortitude.
That's what you will see in every one of our products. They're never adapted to anything. They're designed specifically for the environments that they need to be used in and for all the people who might want to use them. There’s no cutting corners, no cheap alternatives. There can never be style without substance.
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.