News & Opinion

A Win Win Partnership

The mark of a great brand is its ability to be recognized without the logo. Ferrari, Bottega Veneta and Hermes are some well known examples. Another, now joining that list, is G/FORE.

Show me a golf glove in a rainbow of colors. Show me a pair of golf shoes that look as good off course as on. Show me a cap with the message “Pray For Birdies” and you’re reaping the benefits of Mossimo Giannulli’s gift of design.

Giannulli, the founder and driving force behind G/FORE, has been a globally identified style leader since the mid 80s. The collection of shoes that he designed for Millar has been a solid success so the announcement of the G/FORE acquisition by Peter Millar struck me as a savvy move.


Millar has a solid customer base and incorporating Mossimo’s presence and influence will create momentum and excitement for the brand. Also, keep in mind that Millar is part of Geneva based luxury goods maker Richemont that owns a portfolio of recognizable labels including Cartier, Montblanc, A.Lange & Sohne, Van Cleef & Arples, Baume & Mercier as well as Dunhill, Lancel and Azzedine Alaia. Mossimo could bring some needed creativity to Dunhill by providing energy and new ideas. My recommendation is to feature the new styles during a fashion show at this year’s Dunhill Links Championship.

At the end of the day, this is a win win for both.