« First Look: UKKO London »

Everyone knows you only get one chance to make a first impression.

For golf apparel brands, that first impression can quickly categorize a range as one that we'll wear over and over again, and will buy year in and year out, as opposed to the brands that try too hard from one collection to the next to set or capitalize on perceived trends - in the end not giving their clientele an opportunity to identify itself with the brand.

Marl Grey Cardigan from Collection:2, UKKO London. Click to shop.With that preamble out of the way, Chapeau Noir hopes he has sufficiently set the stage for the introduction of luxury British golf fashion brand UKKO London, whose new Collection:2 belies the company's new entrant reality.

Launched only in August of 2009, UKKO London seems to stand in opposition to most newborn golf apparel entrants, proving that attention can be gained not through overt flamboyance, but through well thought out, evenly tempered, tasteful lines that evoke classic images of golf fashion from a golden age when cardigans and fitted cotton polos ruled.

"Most golf brands now seem to be working with technical fabrics and are doing a great job with those, but we are of the opinion there are many fashion conscious golfers out there who want functional garments that you can wear out and about too, and using fresh contemporary styling, that's exactly the type of apparel we provide," according to UKKO Director Nick Hovey.

UKKO London aims to revolutionize men’s golf clothing and give all fashion conscious golfers another alternative.

Collection:2 offers two lines of premium cotton polos in the soft pique and double mercerised varieties, complemented by an updated range of fine Merino knitwear, t-shirts and accessories. In homage to their first collection, all garments also feature contrast stitch detailing and an updated version of the brand’s unique Titanium logo.

Highlights from Collection:2 include fashion cut double mercerized polos with a contrasting back panel and collar, plus an extended offering of Titanium belts including the special edition"Stripe Tan".

"Our new collection has been designed to put us on the map. We wanted to provide a more extensive and dynamic offering without losing our unique style – and I feel we’ve achieved that," says Hovey. “Collection:2 is about feeling in control of our own style, whether that’s on the course or on the town, and we’re really excited about the reaction from our loyal customers and other fashionable golfers.”

The designs are certainly modern while giving a definite tip of the cap to classic looks that are distinctly British. Collection:2 features sleek lines combine with a mix of solids, stripes and textures to form styles that are clean, functional and above all wearable - one could, with ease, see Connery himself sporting the brand.

Puree Red Vigo Polo, UKKO London. Click to shop.Despite Chapeau Noir's desire to takes us all back to the early 60s in the UKKO London branded Hot Tub Time Machine, Hovey proves he isn't afraid of modern, vibrant colours that including Amparo Blue, Turquoise and Racing Green in Collection:2. But, just in case the hot tub gets us where we need (want?) to go, the Collection:2 range also provides classic neutrals and muted tones to create that classic look that will help us fit right in with the Rat Pack when we get there.

In short, UKKO is a brand one could easily see worn by James Bond, especially if Goldfinger were ever to be remade with a modern twist.

UKKO London currently sells through a selection of exclusive pro shops and fashion boutiques in the UK, and is looking to venture into Canada and the United States in 2011. In the meantime, UKKO London delivers its clothing globally via http://www.ukko.com.

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