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 the humidity.
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.
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 something myself.
And
Back again
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 only really meant to be a pandemic project. But then we saw an opportunity to create a platform for design that nobody had properly tapped into before.
But 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 and we're building this through a unique set of brands that are challenging the way people think about the home of golf.
It's in
Our DNA
Because St. Andrews isn’t just where the game of golf began. It is also where you’ll find its soul. The essence of a sport uniquely shaped by the environment that it was conceived in.
That’s what makes it such a unique place. You can't have flair here without fortitude or style without substance. You have to adapt your skills to the environment that you now find yourself in. Then learn how to love it.
We've always known this, because we were born here; it's what shaped us and now, it’s what we are putting back into all our products. Nothing is ever adapted from anything or for anyone. Everything is designed from the ground up so that it can hold its own in every environment.
We want our customers to be able to express their style and personality in any situation that they might find themselves in. And there can’t ever be any compromise on this, because that would undermine who we are and the place that made us.
Gavin McClement - Managing Director, DNA Golf. St. Andrews, Scotland.
The past is not
The future
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.