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A Conversation with Adrienne Cass from TrendyGolf USA

Adrienne Cass is the managing director and co-owner of TrendyGolf USA, a premier online shop for golf fashion. The Santa Barbara, California resident launched the company in 2009, and when she is not working, playing golf or running marathons, she is spending time with her husband and soon-to-be one-year-old daughter. (Photography by Steve Read)

Where are you, and what are you doing?

At the Soho Grand Hotel in NYC, going over the shots from our Spring/Summer 2014 look book shoot we just did in Kauai, Hawaii. We had James Driscoll, a U.S. PGA Tour player, come in and the shots of him are incredible.

What did you do last night?

I went to the GQ Gentlemen’s Ball, followed by a private concert by Robin Thicke at the Highline Ballroom.

What keeps you up at night?

Liv, my incredible 9-month-old daughter.

What do you wish you knew?

I wish I knew five languages. Instead, I only know three.

Are you a woman of routines?

Not really, except for my marathon training. Once I have committed to a race, I start 12 weeks of strict routine that dictates what I eat, when I train, and what my social life becomes.

How has golf attire and fashion changed in the last 10 years?

J.Lindeberg is what changed golf. There was a huge shift when Jesper Parnevik won in slim-fitting pink pants. It took a while for the other brands to catch up with clothing that is technical, tailored and still functional. Today, there is no shortage of colour and technical fabrics. We have seen the return of that old expectation that one should dress for golf, not wear a uniform of khaki and navy.

What’s your personal look on the course – the outfit you feel most comfortable in?

Black. Or white, if it is scorching hot. I am searching for a dress that performs and fits well. But usually I end up pulling from my regular closet of J.Lindeberg, Helmut Lang, and Rag and Bone. A sculptural top with a well-fitting pair of trousers from J.Lindeberg is my go-to.

Why do people get so obsessed with golf?

Because it is too hard to win. For the ultra competitve, you have met your match – it’s yourself. Take away the difficulties of the course, equipment and weather, and it all comes down to what is going on in your head. It’s not hard to work toward a good swing, and learn to read greens. People live for the high they get when they have a good round, or almost get a hole-in-one. It’s those rare moments that keep us coming back. It’s that and being outside in nature, and hanging with your friends.

How good of a player are you?

I can hold my own, although it probably depends on who you ask. I love to be a spectator. I haven’t found a driving range where I haven’t made friends. I don’t embarrass my business partners when we are asked to play in a tournament. That’s because I dress well.

What’s the drawback of ambition?

It never stops, so you are always on the go, reaching for the next star.

Do you have a long-term strategy or plan?

Oh yes, there is a plan. But I can’t share it!

Any plans for tonight?

On a late-night flight back to L.A. with my two favourite people.

Adrienne's Favourite Picks from the Spring/Summer Collection