New Look
Steph Curry explains the butterfly motif found in his newest golf apparel line with Under Armour
Previewed at the American Century Championship in Lake Tahoe, Steph Curry’s latest apparel collection is now partially available at Under Armour. Set to launch today, the collection features four polos, a track jacket, joggers and new colors of the Curry Golf Hat. As of now, only a portion of the collection is on the Under Armour website, including two polos and three versions of the Curry Golf Hat. The rest of the line expected to be released soon.
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Of the pieces currently available, there is a prominent butterfly motif that Curry says was inspired by one of his daughters. The butterfly design ranges from a simple embroidered patch on the Curry Icon Polo to a bold allover design on the Monarch Reserve Polo and Golf Hat.
“We have monikers for all of our kids, and my daughter Ryan is the butterfly,” Curry said. “It speaks to her free spirit and her energy for life, so it’s pretty cool to see that inspiration come through in the line.”
This is the fourth golf apparel release from Curry and Under Armour and second under the newly minted Curry brand, powered by Under Armour, that launched earlier this year. Curry aims to make golf apparel more fun and approachable for both new and experienced golfers. Where apparel can often be a barrier to entry in golf, the brand hopes to make it a gateway.
“There’s a big-time conversation happening now around how to invest in the game so that you’re creating opportunity,” Curry said. “Part of it is making golf fun. There’s a stigma around the game for being stuffy, being exclusive, and that makes it intimidating, so we need to make it more approachable by showing that you can have a great time with great people out there.”
