Our endless societal lust to recapture a presumably better bygone era extends its reach to golf apparel, manifesting itself in the return of brands such as Slazenger Heritage and the Nicklaus Heritage Collection.

Now comes Fila, better known for their association with tennis over the years, with a golf range for 2010 for ladies, gentlemen, and youth.

The Fila Golf collection is generally pleasing to the eye, but there isn't much in the range that sets it a part from its competitors. Fila must hope that the cache of the brand that was built in the 1980s will be enough to rekindle the imagination of country club boomers who are no longer nimble enough to play mixed doubles, but are well enough to ride a golf buggy for four hours while they attempt to relive their youth.

Fila Golf should be commended for resisting the urge to increase the scale of the Fila logo and wordmark on their offerings, as is the trend among apparel companies in 2010 - Lacoste, Puma, and even Polo Ralph Lauren are all among the guilty parties.

Logos large enough for easy recognition on television just aren't necessary for the 99.99999 percent of us who don't play golf on television. So unless we are handsomely compensated to wear a certain brand of polo, having a giant cat or pony emblazoned on our left breast is unwarranted and just plain gauche.

Understated is where Fila is at, and for that, they should be commended.

Tennis Anyone?

Bjorn Borg in his prime at winning Wimbledon, wearing FIla.When Chapeau Noir thinks Fila, Chapeau Noir thinks tennis, and more specifically - Bjorn Borg. It was Borg, who now spends his days selling undergarments that you would dare not wear under your white golf pants, who is most responsible for the awareness and feeling Fila evokes.

Fila's famous viva red, white and navy color combination adorned Borg's headband and wristbands, and trimmed the neo-classic tight polo, and the white shorty short shorts - which to the amazement of all, could indeed accommodate tennis balls in the front pockets.

Thanks to the Fila announcement, images of Breakfast at Wimbledon, strawberries and cream, tennis whites, Diadora tennis shoes, Royal boxes, inexplicably curtailed curtsies, and the irrepressible Bud Collins - who was way ahead of the current flamboyant trouser curve back in the day - all come flooding back.

So if you're feeling nostalgic, wear your Fila with pride, but please resist the urge to fall to your knees with emotion when you sink your putt on the 18th green, because it was after all, for double bogey and no one is going to present you with a silver gilt cup or salver.

Fila Golf is represented by Eric Axley on the PGA Tour and Stacy Lewis on the LPGA Tour. Look for the 2010 Fila Golf collection finer resorts, clubs and courses throughout North America.