The Chervò Experience

The Chervò Experience Combines Fashion and Sport for a Winning Combination

As PGA TOUR member Kurt Kitayama was winning this year’s Arnold Palmer Invitational presented by Mastercard, you might have noticed his eye-catching attire and wondered more about the brand.

It’s Chervò, a 40-year-old brand whose golf collection has always been designed and created with an eye on the future, according to Palm Beach-based Managing Partner Layne Dempsey.

The action sportswear line originated in Italy in the 1980s and was focused on skiing until a decade later when Chervò introduced exceptional rainwear for golfers.

“We use the highest quality fabrics that tend to last a long time,” said Dempsey, who says Chervò prides itself on innovation and pursuit of new materials to take on the challenges, much the same as their loyal consumers do on the golf course.”

The apparel is really top-of-the-line, comfortable, and durable, but just as important to LPGA Tour player Jenny Shin; it’s stunning.

2023 Arnold Palmer Invitational Champion Kurt Kitayama

“I have an affinity for fashion. I have always been a fan of Italian brands and honored to wear the only one in the world of golf. Chervò is unlike any other brand I have ever worn and the SS23 collection continues to add the wow factor into all of it. I love the Knockout Pink and the patterns of this collection.”

Reflecting upon company archives proved to be the driving force, with many pieces adopting the boldness of knockout pink and electric blue.

For Kitayama, who is more likely to talk about on-course management and racking up birdies, Chervò was also a welcomed topic of conversation.

“It’s always fun to see the newest patterns and seasonal colors; they are always so unique. I like that I stand out on tour, said Kitayama. “For me, it’s always been about the fit and feel; the technology in the garments allows me to feel my best on the course and in competition.”

And Kitayama says the best technology he uses is not limited to the equipment in his golf bag.

“The tech fabrics are comfortable and allow the most flexibility, especially the pants. Regardless of the weather, I know I will be outfitted for the most comfort and protection which allows me to concentrate solely on my game.”

Later this month, Chervò will introduce its official Ryder Cup line of activewear just in time for the biannual tournament at Marco Simone Golf and Country Club in Rome.

“We’re a well-known popular brand in Italy, and this will be a fantastic opportunity to introduce ourselves to so many people elsewhere, particularly here in the United States, added Dempsey. “If you are the biggest golf brand in Italy, we felt it was important to be part of all the excitement surrounding the Ryder Cup.”