The guys behind Tattoo Golf took a leap of faith in the apparel business - and it's paying off. |
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A
few years ago, Bill Anderson did what many only dream about: He chucked
his job building houses and decided to make golf his new career.
Only he wasn't focused on playing the game - he had his eye on the clothing.
Driven
by what he considered outdated and unimaginative options, Anderson set
out to design a shirt that would make an impact on the course. He drew
on his affinity for body art and off-beat designs, and started doodling a
skull with cross clubs. Without any experience in fashion design or
knowledge of the apparel industry, he embroidered the logo and company
name, Tattoo Golf, on polo's and silk-screened it on T-shirts and hats.
He then started selling his wares online.
"I learned this
business through trial and error," said Anderson, 42, who started the
company out of his Burbank home. "I taught myself to build the website,
which was very rudimentary in the beginning."
He went to local
consumer shows and wore his shirts at every course he played. Everyone
was interested, it seemed, and word-of-mouth spread quickly.
"I
knew Bill had something, it just needed to be marketed," said Greg Shaw,
who had been in toy sales and marketing before signing on as Anderson's
partner in May 2006.
Beginning with Shaw's arrival, they
retooled the website, replacing the homegrown feel with professional
photos and a wider offering of clothing and accessories. The line has
expanded from shirts and hats to hoodies, wind shirts, golf towels and
gloves. The women's line also is growing, with plans to offer more than
tanks, polos and hats in the next year.
"We have a great following of devoted customers and
that includes our retail customers," said Anderson, a 8 handicap who
plays about once a week. "Every golf shop that has purchased our
clothing has come back to reorder, which we're both very proud of."
"Our
customers are looking for golf gear that complements their lifestyle
and sets them apart from the crowd," said Shaw, a 22 handicap who grew
up playing Verdugo Hills Golf Course in Tujunga. "We believe the Tattoo
Golf line appeals to all ages and we've got customers ranging in age
from their teens to players in their 80s."
Adds Anderson: "Even
my grandfather, who's 88 and still plays with his buddies, is wearing
our clothing. He loves the company; he's always wearing our clothing."
The
line has garnered international attention with a March feature in the
German edition of Golf Punk, a UK-based publication. The company has
also been mentioned in golf fashion articles for the San Francisco
Chronicle and London Financial Times.
Tattoo Golf also has made
it into the world of reality TV - Nicki DeSanto of Golf Channel's "The
Big Break" was seen wearing a Tattoo Golf T-shirt on the Reunion show in
March.
"Golf is no
longer a game played strictly by old guys at the country club; it's
totally mainstream with kids and rock stars and everyone in between
taking up the sport," Shaw said. "They don't want traditional, they want
golf clothing with some style. So we've taken it upon ourselves to
challenge the establishment and give the people what they want."
For more information, visit tattoogolf.com.