The entire range is created within four walls at our headquarters in San Luis Obispo, California. Our Product Developers work hard to merge premium golf apparel with the outdoor aesthetic and relaxed lifestyle that inspires us.
Katie, Women's Apparel Designer
Q. What are some of the winning products over Straight Down's 34 years?
KATIE: The Women’s Swing Jacket has stood the test of time and remains a best seller after almost 20 years since its launch. Some customers even tell us that they have it in 10 or more colors!
Q. What inspiration do you take from the past products as you develop for the future?
KATIE: Trends change and we like to stay ahead creatively, which means looking forward rather than backwards. But where a product becomes a customer favorite we must evaluate why that is and try to apply those qualities to new product.
Q. What is your Design / Development process?
KATIE: A design team is always observing the market and aligned markets for what’s out there and what isn’t. We start each season with color planning, which takes several weeks to refine and has a certain kind of psychology behind it. With feedback from our sales and product management teams we do some general line planning which includes existing styles and new product. Due to global lead times, the sampling process starts early and continues for several months. This is a busy time with travel to vendors, creating designs & tech packs, proto sample reviews and lots of product testing. As we build our collections we also think about the marketing aspect and how each product will be sold. The line plan usually changes as the development process evolves. It is never boring.
Q. What is your goal with Straight Down's apparel?
KATIE: My main goal as a designer is to always offer exciting new product and to keep the customer enjoying Straight Down as a brand that delivers on price and quality. It’s a competitive market and I do want our brand to be on top in every way.
Q. What are your favorite current products?
KATIE: The Lexi Pant is a must-have. This is a nylon/spandex blend so it combines durability and comfort and can be worn as a golf pant or an every-day pant. The fit is very flattering with great recovery, so no bagging out at the knees and butt.
The Meadow Pointelle Polo. Straight Down is known for fun printed polos but this style is elegant and refined and brings something new to the range. It pairs beautifully with the Lexi Pant and is great for a game or a little après-golf.
Randy, Men's Apparel Designer
Q. What are some of the winning products over Straight Down’s 34 years?
RANDY: Well, obviously, the Foothill V2 Placket and Major Quarter-zip. Made in USA, these men’s layering pieces have been in the line for around 25 years and continue to be popular with the supporters of our brand. Our women’s Swing Jacket (which I designed almost 20 years ago) continues to be one of our most popular women’s styles.
Q. What inspiration do you take from the past products as you develop for the future?
RANDY: As designers, we are always looking back at successful styles to figure out ways to improve or modernize our products for today’s customers.
Q. What is your Design / Development process?
RANDY: I think the most important part of the design process is getting out into the market and seeing what other golf, sportswear, and outdoor brands are doing. In addition, we have a great group of fabric mills and factories that we work with around the world. We collaborate with these partners to find and develop innovative fabrics to keep bringing exciting products to our customers.
What is your goal with Straight Down’s product line?
RANDY: My goal is to make Straight Down the #1 brand in the specialty golf and resort market while always keeping true to our California Central Coast aesthetic.
Q. What are your favorite current products?
RANDY: I’m a huge fan of our Wilson Polo. It’s a Pima Cotton/Polyester blend that fits great, washes well, and wears fantastic. It’s great for on and off the course.
The Ballard Quarter-zip is great too. It’s a Polyester/Nylon/Spandex blend that’s peached on both sides of the fabric to give it an amazingly soft hand/feel. It’s a great piece for those early rounds of golf or if you need a nice layer for those chilly evenings on the Central Coast.
Lindsay, Footwear Designer
Q. What are some of the winning products over Straight Down’s 34 years?
LINDSAY: The women’s Swing Jacket has been a number one seller for many years, we offer it in new colors each season and keep a set of core colors in stock year round. It is one of those pieces that looks great on anyone at any age, and is practical for active and casual life.
Q. What inspiration do you take from the past products as you develop for the future?
LINDSAY: I think that our past “winning” products all have a classic, timeless feel to them, which is why they have been successful year after year. I definitely aim for that same timeless look with any new designs that we hope to keep around for a longer period of time.
Q. What is your Design / Development process?
LINDSAY: As the footwear designer, I am always looking at what is happening in the marketplace. I take inspiration from classic sneakers as well as more tailored men’s shoes, and apply that to footwear that can transition from lifestyle activities to on the course. I follow the same color palette as the apparel lines in order to create a cohesive look. I also always think about how the shoes will fit into a head-to-toe Straight Down look, to make sure that there are many opportunities for our customers to use the footwear to complete their look.
Q. What is your goal with Straight Down’s product line?
LINDSAY: I really see Straight Down as a lifestyle brand, and with that in mind, would like to see our line continue to develop into all categories of life. For footwear, I want to continue to grow the line and define our core products. I see an opportunity for us to offer more transitional footwear that serves our customer both on and off the course.
Q. What are your favorite current products?
LINDSAY: The Swing Shoe is my go-to sneaker. I love the white/pink color and can wear it with almost anything.
I love wearing the Opal Quarter-zip in white, as an alternative to a sweatshirt. I get compliments every time I wear it. I’m planning to buy the other colors of the Opal as well.
