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 higher quality golf accessories.
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 the humidity.
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.
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 some myself.
And
Back again
So, I started cutting and sewing, tearing and testing. I took the product 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) whilst borrowing other time-honoured techniques from related industries (i.e. metal-wear and embossing). Because it also 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 from the ground up and made what we now think are the finest golf club head-covers in the world.
But we’re a long way past my search for more quality and style now. We’ve also created a dynamic new company focused on the design and development of a range of vibrant new affordable luxury accessories. 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.
Born Local
Thinking Global
And we have a unique take on how to do that.
Because we understand this game, it's in our DNA. It was handed down to us and we grew up with it. We know where the original innovation came from and why that travelled so well (because we travelled with it).
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 the environment it was conceived in, that flair and fortitude become inseparable. That's what you will see in every one of our products. They're never adapted to anything. They're designed for all the environments that they might need to be used in and for all the people who might want to use them.
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.