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St Andrews holes partnership with Japanese apparel firm

The St Andrews Links golf course has entered into a partnership with Japanese apparel firm TSI Holdings.

As part of the deal, the length of which was not disclosed, TSI will exclusively design, manufacture and retail official fashion and apparel collections using the course’s family of brands, which includes Tom Morris.

The debut collections will be unveiled to retailers in 2017 before being made available in stores across TSI’s home market and Asia in 2018. Following the launch, future collections will be introduced to other territories around the world.

Euan Loudon, chief executive at St Andrews Links, said: “We believe that this is the right partner and the right time to add strength and quality to the St Andrews Links brand.

“TSI have showcased their unique ability to get under the skin of St Andrews Links and Tom Morris, demonstrating a true understanding of the values and symbolism of this special place. This combined with their outstanding track record will enable TSI to harness our family of brands and marry them with the creativity and commercial ambition of their hugely talented and experienced team in Tokyo.”

TSI joins a St Andrews Links partnership programme that includes global partners Allianz, Rolex and Callaway.