ORLANDO, Florida — Tall Order, makers of performance socks, are making a splash in its PGA Show debut. The family-owned business has a feel-good story — it's run by Lisa Friedman and her two very tall twin sons who, at age 11, lost their father in the Sept. 11, 2001 attacks on the World Trade Center.
To help ease their pain after the attacks, they visited firehouses, police stations and hospitals, providing vital supplies, including socks, to first responders.
In 2017, the brothers — Mike (6-feet-11-inches) and Dan (6-feet-9-inches) — decided with their mother to make stylish accessories for men of their large stature, and products for men and women of all shapes and sizes.
Tall Order recently signed a deal with Aaron Judge, the New York Yankees' 6-feet-7-inch, 280-pound captain and American League home run king. Judge began wearing the socks a few years ago when he couldn’t find any others that provided support and comfort to his size 17 feet.
The company's name refers to the tall order it would take the family to pay back those who helped them in their time of need. To that end, the company donates product and proceeds to support charities that help children whose lives have been disrupted. The company has donated more than $300,000 over the past five years, including to the Aaron Judge All Rise Foundation.
Judge became an equity partner in the company, and now Tall Order is bringing what it learned working with a world-class professional athlete to golf with technology, cushioning, moisture-wicking and comfort for shoe sizes from 9 to 20-plus.
FOOTJOY SEEKS THE RIGHT FIT
FootJoy is featuring a sneak peek at its new Fit Lab, a device that measures every part of the foot and takes the data to recommend the best style and fitting shoe.
FootJoy reports that 70% of golfers wear the wrong size shoe, and the shoe manufacturer is setting about to change that. It’s what the snow industry has been doing for ski boots for decades, and the running shoe industry as well.
And speaking of shoes, one of the exciting new releases is the Premere Series with two new members — Wilcox for men and Issette for women. Both offer amazing traction, strong stability, lightweight construction and a refined, modern twist on a classic silhouette, all while being 100% waterproof.
The tag line for the Premiere Series is "Inspired by Then, Supercharged for Now" and will be part of FootJoy’s 100th-year celebratory release of new styled golf shoes. The new Wilcox and Issette will be see on tour players Justin Thomas, Max Homa, Will Zalatoris, Cam Young, Jessica Korda and Danielle Kang.
PETER MILLAR READIES FOR FALL
Peter Millar carries the popular tone-on-tone beiges, taupes and creams as one group of colorways in its 2023 fall collection. A new and innovative fabric called Flex Adapt appears in a vest for both men and women. When the fabric is stationary, it breaths for coolness; in motion, it blocks airflow for warmth. This essentially gives the wearer complete temperature regulation.
Peter Millar is also carrying forward its women’s athletic wear that launched late last year with leggings and pieces perfect for a Par-3 course, a yoga class or a variety of other physical endeavors.
TRUE LINKSWEAR TAKES NEXT STEP
True Linkswear, in addition to expanding its line of footwear, is dipping its toe into apparel that is being showcased at the Show. The collection consists of elevated essentials, featuring the All Day Jogger, All Day hybrid jogger, hoodie, quarter zip and crew neck, along with polos, socks and new hats.
The pieces are engineered for comfort on and off the course and designed for all-season wear with water-resistant fabric blends and four-way stretch for full range of motion and optimal performance.
VESSEL BAG PAYS HOMAGE TO MAJOR
Vessel has a limited edition golf bag debuting in March — just ahead of the year's first major. The Player IV Pro has camo green-textured pattern detailing on a white base and cool gold detailing in celebration of the Masters.
Its new carbon fiber-constructed bags are made from Omniflex material, which makes them stronger, yet lighter and more durable. The bag is a super high-end technical lux bag that companies such as Porsche and Tumi, plus a host of celebrities and athletes, are already ordering up. Each comes with a unique serial number.
Also, Vessel has a customizable shoe bag that’s insulated so it can also be used as a cooler, and the top flap features a putting practice target.
