DELRAY BEACH, Florida – One of the “newest’’ apparel companies in the golf industry this year is celebrating its 40th birthday. Pardon the funny math, but say hello to Chervò USA, the domestic division of Chervò, the Italian golf and lifestyle apparel company that for the past six years has been making great inroads in the U.S. golf apparel market. Chervò USA is in exclusive private golf clubs, such as Old Palm Golf Club in Palm Beach Gardens, FL., and Lost Tree in North Palm Beach, as well as high-end retail shops around the country..
“We’ve seen the biggest growth in the U.S. market between 2020 and now,’’ said Layne Dempsey, managing partner of Chervò USA, which has a 4,000 square-foot, appointments-only showroom in North Palm Beach, Fla., “People have been spending more time on the golf courses the past three years – and I think they are spending more time in sportswear rather than tailored clothes in their daily lives.’’
Founded by brothers Manfred and Peter Erlacher, each of whom are still involved in the business with Mafred as CEO and Peter as creative designer, Chervò’s reputation is built on proprietary fabrics technologies that are stylish, thin, lightweight and flexible. So lightweight and flexible, in fact, that one could pack a week’s worth of apparel in a small suitcase with room to spare.
“We design all of our prints in-house in Italy,’’ Dempsey said. “We don’t go to a print manufacturer to design any prints. Any design you see coming from -unless it’s a pinstripe or a polka dot – is proprietary to us.
“Buyers kind of come to us to see the new prints that we’re making because we’re very different and very artistic.’’
Born from the ski industry Chervò’s fabrics technologies in men’s and women’s tops, bottoms and outerwear, includes Eco-Safe, Dry-Matic, Sunblock and Plasmatic in men’s and women’s tops, bottoms and outerwear. Chervò’s Nitro, one of its more popular fabrics, is so lightweight it almost wears and feels like a second skin, in addition to having all the sunscreen and moisture wicking advantages. The company’s Angelskin features windproof and water-resistant fabrics.
Chervò USA’s tour staff includes Kurt Kitayama, who finished third at the recent Honda Classic on the PGA Tour, Jenny Shin (LPGA) and Johannes Veerman (DP World Tour), each wearing the new Mediterraneo 22 Collection.
“Basically the brand has always been about technology,’’ Dempsey said. “Peter was at the forefront of some of our proprietary technologies. We have 19 of those and each in the DNA of the brand. So, not only does our apparel look stylish because we are italian, also has the technology properties to perform.’’
“‘Chictech’ is the tagline we use for the brand. You can look really good and also get the performance out of the clothing.’’