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[Asia Economy Reporter Cha Min-young] The luxury golf wear brand 'G/FORE' has officially announced its entry into the domestic market in partnership with Kolon Industries FnC division. As the 'Golfstagram' culture (a blend of golf and Instagram) spreads mainly among young golfers in their 20s and 30s, the demand for premium golf fashion brands continues to grow. The synergy with Kolon FnC is highly anticipated, given G/FORE's trendy golf fashion brand with a Hollywood vibe.

According to industry sources on the 19th, Kolon Industries FnC's golf business division signed an official import and sales contract with G/FORE for the domestic market. This is the first time Kolon FnC is launching an imported brand rather than its own golf brand.

Kolon FnC will directly import G/FORE's golf shoes, golf gloves, hats, and more under the concept of 'disruptive luxury,' selling them through domestic flagship stores, department stores, and online channels. They also signed the world's first brand license agreement and plan to introduce apparel products in the spring/summer 2021 season.

G/FORE is a golf specialty brand launched in 2011 by fashion designer Massimo Gianulli in Los Angeles (LA), USA. It gained popularity for its trendy golf fashion infused with Hollywood sensibility. In Korea, it is available at locations such as Lotte World Tower AvenueL Golf Hall. Overseas, it is only stocked in major premium golf clubs and select shops.

While major sportswear brands focus on functionality in their golf wear, G/FORE has the advantage of being a designer-launched brand. Its signature product is the 'Signature Color Glove' made from AA-grade lamb leather, featuring sophisticated design and 13 color options. The new slip-on style golf shoes, snapback hats, and signature logo designs are also well-known.

With the import and sales of the G/FORE brand, Kolon FnC's golf portfolio has expanded to four brands. The company owns its own golf brands 'Elrod,' 'Jack Nicklaus,' and 'Wak.'

Kolon explained that their 30-plus years of experience launching and operating golf brands played a significant role in persuading G/FORE's headquarters. Being the organizer of the 'Korean Open Golf Championship' and a sponsor of the national golf team also gave them a competitive edge over other companies.

G/FORE, which covers both functionality and fashion in the domestic golf industry, is expected to receive strong support from Korean golfers. Imported premium golf brands in Korea enjoy high demand despite their high prices reaching hundreds of thousands of won. American premium brands like Parsons Xtreme Golf (PXG) and Titleist, as well as Japan's Mark & Lona, are all popular. Mark & Lona, known for bold patterns and materials such as camouflage, has solidified its position as a luxury brand by appointing Japan's national actor Takuya Kimura as a model in 2018.

A Kolon FnC official emphasized, "It seems G/FORE valued not just simply purchasing an external (golf) brand but the fact that we have created and operated brands ourselves for over 30 years. After several consultations with the US headquarters, this achievement was made, and we plan to aggressively expand this year."