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 - I had just pulled the cover off 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.
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) and mixed this in with 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
And 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. And we're enabling people to express their personality in a way that they have never really been able to do before.
Born Local
Thinking Global
We understand this sport because we were born into it. Golf is part of the fabric of society in Fife. You grown up with it whether you play it or not. It's part of who you are. It's in your DNA.
We know where the original innovation came from and why that travelled so well (because we travelled with it). Now we want to tell that story. Channel that invention again and make products that change how people think about things.
Because 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 from anything. Never trying to be something they are not. They're designed for all the environments that they need to be used in and for all the people who might want to use them. 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.