I gotta admit it. I don’t get fashion.
It’s one of the few things my wife and I agree on.
That said, it’s easy to see that I am not the target demographic for Galvin Green’s newest apparel line, the confoundingly named Concept // The Progression.
Technically, Galvin Green is calling it Concept // The Progression capsule. One look confirms that you don’t have to be Christian Dior to know this capsule is designed for golfers much younger than yours truly.
Like, what is a capsule?
And what’s with the //?
Galvin Green Concept // The Progression capsule
Thanks to the marvels of artificial intelligence, I now know that in the apparel world, a capsule is a curated collection of clothing pieces. Those pieces are mix-and-match friendly and share a common theme. The design vibe is usually trendy or experimental and the line is a limited edition. That scarcity tends to create urgency among target consumers.
As for the //, AI helped me there as well. It’s a stylistic device used in fashion branding. In this case, it implies a “dialogue” between the idea, or Concept, and its evolution, i.e., The Progression. It’s intended to “evoke clean, modular and forward-thinking Scandinavian design cues.”
It is, according to AI, a “visual and linguistic nod to Galvin Green’s evolution that invites you to read between the lines.”
Like I said, I don’t get fashion. Shall we wrap this part up and get to the actual clothes?
What is // The Progression?
Concept // The Progression is a high-performance collection designed, according to Galvin Green, for younger golfers. Its versatile pieces can be worn on the course and on the street.
It’s actually a follow-up to Concept // The Evolution capsule launched earlier this year. The message appears to be that the Evolution is Progressing.
“All the pieces in The Progression capsule reflect the energy and individuality of the modern golfer,” Galvin Green Product Manager Sofie Ask-Klason said in a statement. “With bold new colors, camo patterns and crossover styles, this capsule ensures golfers can look every bit as stylish off the course as they do on it, while still benefiting from our cutting-edge technical fabrics and sustainable design approach.”
Boldly colored camo is the dominant theme in The Progression. The capsule includes the DUNCAN half-zip sweater in a bold Camo green or white and the MARIO polo in three camo colorways. The MONROE polo and MASON t-shirt come in aggressive pink and powder blue designs.
Youth-oriented style
As you can see, The Progression carries a modern “street” vibe. It might, however, be a tad bold for those of us who watched the Apollo moon landing on a black-and-white TV. That, however, is one of the things that makes Galvin Green so interesting. It’s versatile enough in its styling that teenagers and newly christened Medicare recipients can find something that fits their tastes.
That’s not easy to pull off.
For more information on Galvin Green’s Concept // The Progression capsule, check out the Galvin Green website.
And be on the lookout for those “clean, modular and forward-thinking Scandinavian design cues.”
The post What Is A “Progression Capsule”? And Why Is Galvin Green Coming Out With One? appeared first on MyGolfSpy.
