Ladies, get ready for the grand reveal of LOHLA SPORT’s 2024 autumn-winter “Londontown” collection.
This isn’t just any golf apparel collection; it’s an ode to the sophisticated eccentricity that London itself embodies.
Expect bright prints and colours that playfully dance with timeless British elegance.
LOHLA SPORT has outdone itself this season, taking cues from legendary London designers like Alexander McQueen, Vivienne Westwood, and Stella McCartney, along with fashion juggernauts Burberry and Mulberry.
The result? A collection that marries the city’s boundary-pushing fashion with LOHLA SPORT’s signature fun and flattering European designs, all sprinkled with a hint of Los Angeles flair.
Each capsule in the “Londontown” collection is a nod to a different London neighbourhood, capturing its unique vibe:
Notting Hill – Quirky and unexpected, just like the charm of this boutique shopping district.
Think glow-in-the-dark lime tamed by slate grey, all wrapped up in a beautiful snow-leopard print.
Mark your calendars for July.
Mayfair – As upscale as its namesake, this capsule combines navy and khaki houndstooth with on-trend zebra prints, finished off with a touch of rose gold.
Available in August, it’s the epitome of elegance.
Chelsea – A capsule where “attractive people do attractive things in attractive places,” featuring navy feminine polka dots and a deep-hued purple (monarch).
It’s the perfect bright yet pristine look for mid-autumn, available in September.
Knightsbridge – Blending prestige and haute looks, this capsule debuts the cheeky “The Player” short-sleeve top and the sophisticated Clubhouse Blazer, perfect for elevating your post-golf look.
Available in October.
Richmond – Inspired by the colours and styles of the hit TV show Ted Lasso, this capsule is all about huge pops of colour and cruise wear looks, perfect for turning gloomy days into happy days. Look for it online in November.
“London is a well-curated fashion paradise where tailored looks and creativity converge,” says Lisa O’Hurley, Founder and CEO of LOHLA SPORT.
“The city is all about around-the-clock, versatile pieces taking ladies from the golf course to other settings with stylish ease.”
O’Hurley, along with co-designer and London-based Paul Rees, has masterfully leveraged British styles to create apparel that American lady golfers and active lifestylists will adore.
Rees, with a storied career at Burberry and Aquascutum, brings an insider’s knowledge of London fashion to the table.
“London is considered a tastemaker capital where ladies dress to impress in hip, edgy and liberated yet refined and luxe ways,” says Rees.
“Our colourful Londontown collection shows there’s so much more to its fashion than grey skies calling for trench coats, sunglasses, and umbrellas.”
A standout in LOHLA SPORT’s year-round core collection is the Pippa long-sleeve quarter-zip top, named after fashion-forward Pippa Middleton.
This top embodies the chic and sporty essence that Pippa, a British socialite and sister to Princess of Wales Kate Middleton, is known for.
Popular pieces from LOHLA SPORT include:
- The “Very Pant” – A four-pocket, full, four-way stretch pant available in several colours, including core navy, black, white, red, and other seasonal favourites.
- The Golf Fitness Pull-On Pant – A thicker, more substantial pant worn under skorts, perfect for golf and yoga, complete with back pockets to make it country club appropriate.
LOHLA SPORT styles promote chic, made-for-play comfort, spearheading the “Golfleisure” movement, akin to Lululemon’s “Athleisure” craze.
Available in XXS to XXL, they are crafted from fine-quality fabrics sourced worldwide, designed to optimize athletic movements.
As LOHLA SPORT celebrates its 3-1/2-year anniversary since its market debut in January 2021, it continues to stand out with its blend of European design and L.A. flair.
The brand’s preppy, sophisticated, and colourful style fits well and ushers in a relaxed yet creative and fun vibe, making it a favourite for golf, business occasions, and socializing.
Featuring waterproof, sustainable, and UV sun protection fabrics, LOHLA SPORT ensures that every piece is both functional and stylish.
It’s no wonder Annika Sörenstam, the official clothing brand ambassador, proudly dons these outfits.
With an average price point of $150 for tops, bottoms, and skorts, $200-plus for outerwear, and $50 for accessories, LOHLA SPORT offers premium, colourful, and playful designs that are perfect for the modern golfer.
