TrapDraw Podcast – No Laying Up 366: How an Apparel Business Gets Built
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Oct 30, 2025 Alex Holderness and John Bourne, co-founders of Holderness & Bourne, share their journey from Yale classmates to golf apparel innovators. They discuss spotting a gap in modern golf fashion, the challenges of product development, and how they built credibility through wholesale partnerships. Their candid recounting of early failures, pivotal moments like landing their first pro shop order, and the importance of customer service offers inspiring insights. Plus, they emphasize the significance of clear roles and staying focused on quality in business.
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Wholesale Gave Predictable Demand Early
- Wholesale gave early cash visibility via pre-booking cycles and accelerated distribution into pro shops, which matched their golf-first positioning. They later realized wholesale would dominate and shape inventory and direct-to-consumer timing.
U.S. Mills Couldn't Keep Up — Moved To Korea
- They initially made shirts domestically (North Carolina fabric, Greenpoint cut-and-sew) but US mills couldn't produce newer elastane blends. That forced them to move production to Korea to get the fabrics and performance they wanted.
Wingfoot Order Changed Everything
- Their first big pro-shop win came from Grant Sturgeon at Wingfoot who ordered 48 pieces and quickly reordered after sell-through. That early validation kept them going through hard early years.