Denver Business Journal – by Bryce Evans

Traditionally, women’s golf attire has consisted of a combination of khaki and cotton, materials that many think are unflattering and not conducive to the athletic rigors of the game.

But today, companies are trying to change that stereotype by creating clothing that better suits a woman’s preferences in styles and the demands of athletic activity.

“People are saying, ‘I don’t want to wear cotton. I want great, easy fabrics that I can wear anywhere,’” said Tracey Blake, CEO and founder of Tracey Lynn Golf, an online women’s golf manufacturer and retailer.

Blake, an avid golfer and 12-handicapper, started the company in February 2006, having never worked in the golf or retail industries.

After a serious illness left Blake paralyzed for one month, she decided she wanted a change from her career as an office administrator at a marketing firm. She had an epiphany in the pro shop at Pinehurst Golf Resort in Pinehurst, N.C.

“I realized that golf clothes were something that I could get into,” she said. “I was looking around the pro shop and just thought how there was really no cute women’s golf clothing. So I decided that I wanted to make some.”

After extensively researching the fashion business, Blake found a manufacturer in Huntington Beach, Calif., to produce her first prototypes and product lines.

The company first began selling its products in February 2007.

“Our clothing is athletic but stylish,” she said. “I think with that in mind, it makes our products both functional and cute.”

Blake, who designs her own products, said her goal was to produce clothing that could “flatter a woman’s figure.”

Blake said the most critical aspects are the fabrics used. “To do that, you need good materials,” she said. “We try to use the best stuff that we can, and all of it is UV-protected.”

Tracey Lynn Golf clothes are made of new, more athletic-fitting fabrics, making them travel-friendly.

“Our stuff doesn’t need to be ironed every time like cotton sometimes does,” Blake said. “You can throw our stuff in the washer and just hang it to dry. It is really pretty wrinkle-resistant.”

Blake said Tracey Lynn Golf focuses on providing styles and colors that separate them from the traditional golf clothing makers.

“Not only is our stuff fitted to your curves, it comes in fun prints,” she said. “We have a leopard print line that most women just love. That is definitely our most popular design.”

Blake said she stays away from the more traditional pastel colors of women’s golf clothing. Instead, she focuses on colors rarely seen on the golf course such as blue, black, silver and metallic colors.

The response, Blake said, has been positive.

“It is great stuff, very transitional,” she said. “You can wear the stuff golfing or in the clubhouse after the round. I know people that wear it running, even. One woman I know wears it to work. She says that she just loves the stuff.”

Tracey Lynn Golf’s products are available via the Internet both at www.traceylynngolf.com and Ladygolf.com.

Blake said it was smart for her company to go online.

“I always thought that it is really hard to find the things that you want in a pro shop,” she said. “So I thought, ‘Why not the Internet?’”

The website enables the company to get its products directly to customers and “cuts out the middle man,” Blake said.

Tracey Lynn Golf shirts start at $50, and, according to Blake, everything is priced and designed to be able to mix and match items, cutting the cost of buying full outfits.

“People can get a whole outfit for under $150,” Blake said. “It adds a lot of versatility to our lines.”

Other golf clothing companies, such as Nike, Adidas and Callaway, also are offering more athletic-fitting golf attire for women, Blake said.

“I think that companies are starting to listen to what us women want for golf clothing,” she said. “I work out a lot and I want something that will flatter my figure and look cute, while being functional.

“I know that not everyone is going to like this trend, but there are a ton of people that do, and that is who we are making this for.”