Birds of Condor founder Frankie Kimpton and his Mushroom Records colleagues often went to the driving range during their lunch breaks. They were out in the bay.
“We were rocking in black jeans and Guns N' Roses t-shirts, and making the most of Bey with a very interesting 'Perry Pro' look with a tucked-in Titleist shirt. ” Kimpton recalled. “No disrespect to them, but the atmosphere was quite dense and uninviting. It was then that I realized there was nothing really satisfying for the rest of us in terms of golf's fashion sense. And we were able to hit the ball really well, too.”
Seven years later, a unique spin on similar golf intertwined with music and surfing has set the Byron Bay, Australia-based brand apart from the competitive and fast-growing golf lifestyle apparel space. contributed to the depiction of It's part of a young brand with a fashionable, on-brand, and sometimes irreverent interpretation of golf that also includes labels like Malbon, Puffingtons and Bogie Boys.
Birds of the Condor (the name for the hole-in-one on the par-5 hole) is currently sold in more than 50 retailers in Australia, as well as retailers around the world, and has recently opened a national wholesaler to further expand distribution. We have hired Craig Wharton as our manager. The women's collection started in earnest this year. More collaborations are also in the works, with the opening of a flagship concept shop in Australia, with a US store likely to follow.
“There's too much planning and not enough time,” Kimpton said of his future outlook.
A look at the collaboration between Birds of Condor and Coogi. Photo courtesy of Condor Bird.
Surf and golf crossover
Rewinding to Birds of Condor's beginnings, Kimpton focused on niche areas in the early stages of building a brand around his personal interests.
“When I was a kid, my first sport was surfing, but golf was something I did when there were no waves,” Kimpton said. “By the time I started playing golf more and more, I was pretty used to the surf scene and realized that bringing my music, surf and street background to golf was something that was refreshing and defied the norm at the time. .”
According to Eric Stanton, senior director of surfing and skating market information firm Action Watch, the merging of golf and surfing makes a lot of sense, as does the distribution of golf brands such as Travis Mathews at Core Surf Shop. That's what it means. There's also the fact that many surfers like Kimpton play golf.
“If a core surfer sees a golf brand in a surf shop, it's not far-fetched to assume that the product won't work there,” Stanton said.
Frankie Kimpton, founder of Birds of the Condor. Photo courtesy of Condor Bird.
Tiger Woods and TaylorMade's recently announced new golf apparel label, Sunday Red, is a collaboration between the two sports, with support from President Brad Blankinship and an office in San Clemente that already leverages surfing industry expertise. The crossover will be further demonstrated. Mr. Blankship previously served as Global General Manager of Quiksilver and Global GM of RVCA.
“Golf is a very brash industry right now, and in my opinion, it's been more than the last five years,” Kimpton said of the recent attention to golf lifestyle brands.
“There’s a lot going on on the LIV, PGA and DP Tours. Obviously the launch of Tigers Sunday Red and the acquisition of tour players by smaller independent brands would never have been seen 10 years ago. “It's something,” he said. “More and more people are trying, and the numbers are increasing across all channels.”
Take off
Birds of Condor started as a direct-to-consumer brand with 10 hat styles, and the market, especially the international market, quickly embraced its designs.
“The global recognition first caught us off guard,” Kimpton said. “While we thought the Australian market was strong from the start, Birds has now better connected with customers in the US, Japan and South Korea.
Early, glowing reviews online pointed to the fact that the brand doesn't sell a single polo shirt on its site, prompting Kimpton to tackle Birds of the Condor's next category.
Hats remain the business' top seller, but Kimpton said polo shirts, bottoms and accessories are also quickly approaching headwear sales.
Birds then entered the wholesale business by combining golf courses and boutiques, reinforcing Kimpton's claim that Birds of Condor could serve as a true lifestyle business that would capture the attention of nearly every consumer. I confirmed it.
“One of the best comments I ever heard was from a customer: 'I didn't even know you guys were a golf brand. I just liked hats.'” For us, it confirmed that we were on track for the brand,” Kimpton said. “This is all-inclusive gear that's very appealing to golfers (and non-golfers). It's a lifestyle.”
Design plays a big role in a brand's appeal. Kimpton explains that his cultural references, including music, surfing and pop, typically tie into golf “in some quirky way.”
“We are an art-focused brand and are committed to collaborating with different artists from around the world to elevate their ideas.”
Kimpton, who has written songs in the past, likened the process of collaborating on apparel with other artists to songwriting.
“I live for the editing process at Byrds, from the initial concept, to how it was mixed (and) mastered, to how it was released and sold,” Kimpton said. said. “[It's]very similar to producing a single, EP, or album for me.”
From the Birds of Condor women's collection. Photo courtesy of Condor Bird.
Changing trends and new waves
With Wharton now taking the wholesale reins, that side of the business is “just playing out,” Kimpton said.
The Core Surf specialty is an area that continues to grow, and San Diego is one example of a retailer that carries this brand.
As retailers continue their never-ending quest to scrutinize new products and add more variety to their assortments, Kimpton and the rest of the team make sure Birds is at the top of that effort. I want it.
“Interestingly enough, many of our surfing friends love golf, and many of the WSL surfers and managers have been using Birds gear for years,” Kimpton said. But when you talk to (San Diego President and CEO) Dave (Nash), he's been surfing and golfing all his life, and he's moved from what the Birds are doing and the more traditional surf brand to now. Talks about his support for lifestyle changes to provide a golf brand. His message to customers is truly inspiring and shows how golf is pushing the boundaries. I'm really happy to be part of that new wave. ”
