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Founder of Folk launches new golf brand Sounder

Lauretta Roberts
11 March 2021

The founder of fashion brand Folk, Cathal McAteer, has teamed up with Urban Golf founder James Day to launch Sounder, a range of golf clothing, accessories and essentials.

Sounder was the brand of clubs used by legendary golfer Seve Ballesteros in the 1970s and McAteer and Day have resurrected it for the collection which celebrates creativity and style.

The pair are aiming to reframe the image of golf with the collection, which includes outerwear, polos, t-shirts, sweats, knitwear, trousers and shorts - all designed to look stylish on and off the golf course.

“We started Sounder because there was no-one in the golf world who made products for people like us. We love the game, but are embarrassed to admit it because of all the associations that people have with golf – the pointless rules and the awful fashion.

“Sounder clothing is stylish, hard-wearing and functional – it looks great on the golf course, but also in the office or out for dinner. We’re all golfers, and we’ve tried and tested everything on the golf course ourselves," said McAteer who grew playing golf in Scotland with his father.

Day, who is an entrepreneur, teacher, club-builder and former PGA professional, added: “I’ve spent 20 years building golf clubs, and just love the feeling when you create a club that works well, looks great and feels great to hit. I met Cathal when he came to see me about building him a set of clubs, and I realised I had found a kindred spirit – he has the same relationship with clothes that I have with golf equipment. 

“He’s dedicated his life to creating clothing that doesn’t just look right – it feels right. That’s what Sounder is about – connecting golfers with that feeling… the reason that they fell in love with the game in the first place.”

The collection is priced from £40 for a t-shirt moving up to £160 for a zipped fleece and has a similar handwriting to McAteer's successful Folk brand. It is available from the Sounder website, which features content from contributors including writer and broadcaster Gordon Smart and two-timeLadies European Tour winner Meghan Maclaren – with images by the acclaimed photographer Ben Ingham.

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