LOS ANGELES, California – LOHLA SPORT has introduced its 2024 autumn-winter “Londontown” collection of premium ladies’ golf-lifestyle apparel celebrating the city’s penchant for sophisticated eccentricity with bright prints and colors complementing timeless British looks.
The brand’s coordinated tops, bottoms, skorts, outerwear and accessories are influenced by legendary London designers Alexander McQueen, Vivienne Westwood and Stella McCartney, as well as fashion heavyweights Burberry and Mulberry.
Elaborating on the capital city’s reputation as a boundary-pushing birthplace of fashion trends, “Londontown” incorporates polished elements while maintaining LOHLA SPORT’s DNA of fun and flattering European designs with feminine Los Angeles flair.
Londontown capsules depict city neighborhoods with varying vibes:
- Notting Hill – Quirky and unexpected like the charm of this 3.5-mile boutique shopping district, styles center around glow (lime) that’s tamed by slate (grey) alongside the most beautiful snow-leopard print. Available in July.
- Mayfair – Per this upscale Central London district boasting world-famous bespoke tailors on Savile Row and designer fashions on Bond Street, this capsule is rich in appearance, combining navy and khaki houndstooth with on-trend zebra that’s finished with rose gold touches. Available in August.
- Chelsea – It’s here where “attractive people do attractive things in attractive places,” and why this capsule combines the loveliest navy feminine polka dot with a deep hued purple (monarch) for a bright yet pristine mid-autumn look. Available in September.
- Knightsbridge – One of London’s hottest postcodes blends prestige and haute looks that’s basis for this capsule’s The Player short sleeve top that’s super cheeky and fun, and a debut Clubhouse Blazer for a more elevated look after golf. Available in October.
- Richmond – This Ted Lasso-inspired capsule plays off the colors and styles of the hit TV show with huge pops of colors and cruise wear looks that turns even gloomy days into happy days. Available 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.”
Along with O’Hurley, LOHLA SPORT co-designer and London-based Paul Rees leveraged his knowledge of British-based styles American lady golfers and active lifestylists want to wear. Rees was a longtime star at Burberry and Aquascutum.
“London is considered a tastemaker capital where ladies dress to impress in hip, edgy and liberated yet refined and luxe ways,” says Rees. “Our colorful Londontown collection shows there’s so much more to its fashion than grey skies calling for trench coats, sunglasses and umbrellas.”
A key introduction to LOHLA SPORT’s year-round core collection is the Pippa long sleeve quarter-zip top that personifies fashion-forward Pippa Middleton, the British socialite, sister of Princess of Wales Kate Middleton and member of the golf club at Bradfield College.
The most popular LOHLA SPORT core pieces include:
- The “Very Pant” – The four-pocket, full, four-way stretch pant is offered in several colors, including core navy, black, white, red and other seasonal favorites.
- The Golf Fitness Pull-On Pant – Worn under skorts akin to a workout tight, it is purposely thicker, becoming the ideal golf-yoga pant. Back pockets make it country club appropriate.
All LOHLA SPORT styles promote chic, made-for-play comfort that’s catapulted its creation of a massive “Golfleisure” movement akin to Lululemon’s “Athleisure” craze. Available in XXS to XXL, they are made of fine-quality fabrics sourced worldwide and optimize athletic movements.
