PACIFIC PALISADES, Calif. – Whether it’s meeting a dress code at a country club or slipping one on after a big win, PGA TOUR pros are accustomed to wearing a traditional-style blazer. Two months from now, they’ll chase after a green one at the Masters. But at this week’s Genesis Open, players have received a fresh infusion of dress style – a customizable bomber jacket with a liner image that can range from Ben Hogan to Rickie Fowler to B-52 bombers to boxing kangaroos to, well, a photo of your wife. Genesis, in its first year as tournament sponsor, has taken a unique approach to its player perks. The company teamed up with bespoke clothing company Evolution of Style to outfit each player with a contemporary design in which the silk lining inside the jacket is about as untraditional as you can get. “We wanted to do something different than your traditional blazer that you see at Augusta,” Evolution of Style CEO Jonathan Mustich said. “This is L.A. We wanted it to be a little more upscale, a little more unique.” Mustich and his team are using this week’s event to unveil their bomber jacket, inspired by the one Mustich’s grandfather wore while fighting in World War II. They then took the jacket lining – usually considered a drab necessity than potential style point – and breathed life into it, allowing the golfers to select from a variety of designs or create their own. It’s a continuation of something Mustich did a couple of years ago in his Baltimore store. Seeking to create some buzz, he took an image of the colorful Maryland state flag and showcased it on the lining of a blazer. A Genesis official saw the jacket and contacted Mustich, wondering if Evolution of Style would be interested in working with TOUR pros. Mustich — who started golfing at age 9, used to caddie at Wykagyl Country Club in New Rochelle, New York, and played on his high school golf team at Iona Prep – quickly said yes. He spent this week inside the clubhouse at Riviera, getting to know the players during their 15-minute measuring sessions. Jason Day even asked for restaurant recommendations. “It’s an amazing experience to be in the locker room with the players and creating these jackets for them,” Mustich said. “This melds my personal passion for golf with my professional career.” Each player not only was measured but also selected his choice of jacket color and liner design. Evolution of Style had approximately 20 linings available; players could also create their own designs. With Riviera as the venue this week, Mustich wanted to tie into the course history. One lining on display was a black-and-white photo of Hogan at the 1948 U.S. Open, which he won at Riviera. Several players chose that lining, including J.J. Henry, who lives in Hogan’s hometown. “Being a Fort Worth guy, I said sign me up for that,” Henry said. “So I got a nice black bomber jacket with a picture of the Hawk inside.” There were a couple of other Hogan options available. Bryson DeChambeau, a big Hogan admirer, went with the famous photo of Hogan hitting a 1-iron in the final round of the 1950 U.S. Open at Merion. Another player went with Hogan sitting on a golf bag, smoking a cigarette. Another famous golf photo was significantly more recent. It’s the one of Rickie Fowler sitting alone amongst all his victorious Ryder Cup teammates as they celebrated by kissing their significant others during a celebration at Hazeltine National. Mustich was disappointed that Fowler wasn’t in the field this week, but that didn’t stop others from choosing the photo. “Jordan Spieth had just come in from his pro-am late Wednesday,” Mustich said. “His shoes were off. It looked like he was dead-tired. He was getting a smoothie. I said, ‘Hey, Jordan, if you have a minute, do you want to get fitted now? … So we sat down. I had my laptop out. He picked out a navy jacket. I showed him that (Ryder Cup) liner. “It was like, ‘Oh my god, I need to get that. That’s the one. Don’t even show me anything else.’ ” When J.B. Holmes, who was also on the winning team, saw the Fowler liner, he noticed the photo had him off to one corner. So the middle of his lining will now have his headshot replacing Fowler’s face. Matt Kuchar “actually yelled at me because I cut him out with the trophy. He wasn’t in the photo,” Mustich said. “But Matt came back to get a personal jacket. We’re going to remake his Georgia Tech varsity jacket.” Several military-themed linings were also popular selections. Dustin Johnson and Hideki Matsuyama were among those who opted for artwork of a B-52 bomber. Several of the British players went with artwork of a Spitfire plane. The most popular choice was a black-and-white image of the American flag. “We had 23 players pick that,” Mustich said. “It was surprising to me, since it was a lot more than the red, white and blue flag.” One of the choices that appealed to Australian players was a boxing kangaroo. Adam Scott opted for that. Day, the world No. 1, also wanted it, but he didn’t want to duplicate Scott’s decision. So he went with a camouflage design. Padraig Harrington went with a series of women’s portraits in black and white, with a dramatic set of red lips in the middle of the lining. He thought his wife might get a kick out of that. Kevin Hall, the deaf golfer making his first PGA TOUR start in 11 years this week, communicated with the EvoStyle guys by typing back-and-forth on their cell phones. He eventually opted for a design of his alma mater, Ohio State. A few other players are going with special-made designs. Patrick Reed has a series of photos he took behind the scenes at the Ryder Cup. EvoStyle will weave those together in one compilation photo. Stewart Cink, a big grillmaster, will have a barbeque theme. Paul Casey will have a photo of his wife. Asked for the most unique design submitted, Mustich said it had to be from Harold Varner. But he wouldn’t say what it was. “You’ll need to ask Harold about that.” So we did. Varner revealed that his lining will be a photo of his celebration taken in December after he won the Australian PGA Championship, the first win of his professional career. Varner has popped a champagne bottle, and the bubbly is streaming out as he looks up in ecstasy. “It was the first picture that came to mind,” Varner said. “I wanted something different. I think it’s funny. I’m sure some people will make fun of it. But it’s cool to be made fun of sometimes. Gotta sell it, right?” Speaking of selling it … the bomber jackets aren’t yet available to the public. But EvoStyle is using the Genesis Open to unveil the look, and will then offer them for retail in a few weeks. Mustich said the price would be $350 for the Icons line, and $500-$600 for a full custom. Meanwhile, the golfers who ordered jackets at Riviera will receive them in six weeks. “Hopefully the guys will wear them at the Masters,” Mustich said. “It’s still springtime. It’s a nice springweight jacket. That would be perfect timing.” Mustich is willing to concede the final-round Sunday at Augusta National. He knows players will be seeking a more traditional jacket that day.
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