European Tour pro Simon Thornton has signed a ground-breaking European clothing deal with multi-brand, online golf fashion retailer TRENDYGOLF.
Unlike his fellow professionals who are committed to wearing the same label every day, 36-year old Thornton, 36, will work with TRENDYGOLF on a weekly basis to determine the best outfit from a number of brands to reflect his look, mood and location.
The 2012 St Omer Open winner will debut pieces from TRENDYGOLF's new spring/summer 2014 collection at the Abu Dhabi HSBC Championship this week and could be wearing different labels on any day or even mixing and matching across the same outfit - a practice already operated by TRENDYGOLF with PGA Tour professional James Driscoll in the USA.
Thornton will be able to choose from any brand in the TRENDYGOLF European range which includes J Lindeberg, RLX Ralph Lauren, Aquascutum, Hugo Boss, Puma Lux, Lyle & Scott and Peak Performance.
He explained: "This is a fabulous opportunity for me to wear a wide range of golf fashion apparel and not be pigeon-holed with one style or label. I imagine I will get a few envious looks from my fellow pros when I turn up wearing a completely different brand on day two than I was on day one.
"We believe it's a first for the European Tour and it gives me the freedom to choose a personal look with a perfect fit. We will also be interacting with TRENDYGOLF fans and customers on social media who can ask how I felt in the gear and can get my opinion on it. There's no other arrangement like this in operation on our tour.
"I've partnered with TRENDYGOLF for a couple of years now and last year wore Peak Performance throughout. It's helped my confidence because if you feel good on the tee your head is in the right place and you can concentrate on your golf. Knowing I've had good-looking and technically advanced clothing has helped my game and overall demeanour."
TRENDYGOLF founder Ian McLeod added: "Simon was the ideal choice for us moving into the 2014 season. He's tall, athletic and is a great believer in the positive effects golf clothing can have on an individual. We will help style him in the manner he feels will benefit him the most, and the big advantage for Simon with this arrangement is that he will be able to choose from the latest fashions from all the brands, not just one."