The 2 busiest instances of the 12 months for Home of Fleming? The weeks main as much as Christmas, and golf followers’ personal model of Christmas: the Masters. The Atlanta-based firm has been crafting bespoke leather-based items for enterprise people since 1980, however its emergence as the popular belt maker for the world’s prime golfers was by no means the plan. That was till legendary swing coach Butch Harmon, who labored with Tiger Woods from 1993 to 2002, launched the rising phenom to his accent of selection. Having worn Home of Fleming belts for years prior, Harmon urged Tiger give the model a strive. The remainder is historical past as Fleming would go on to produce the younger golfer with the distinct western-style belts that grew to become a signature factor of his iconic late 90s look.
“The general public I work with are buddies that occur to be good golfers.”
Although Tiger retired these belts simply after the flip of the century Home of Fleming is much from a relic of the previous. The corporate continues to flourish at tournaments none larger than the 89th Masters, the place proprietor Bob Childs estimates greater than 20 gamers (Shane Lowry, Tyrell Hatton and Patrick Cantlay simply to call a couple of) can be sporting his gator and crocodile pores and skin belts. Each is customized crafted in-house at Fleming’s Atlanta headquarters and colour matched to coordinate with every participant’s outfit from Thursday by means of Sunday. The supplies are sourced from the identical Milan and Paris tanneries utilized by the highest European style homes.
Regardless of its long-standing affect on golf style Home of Fleming’s influence stays extensively unknown to the general public. It operates primarily by means of word-of-mouth, avoiding overt branding on tv or publicizing its successes. As a substitute, the corporate’s achievements are celebrated inside its headquarters, the place match flags adorned with handwritten notes from trusted companions are proudly displayed. “I believe we’ve had 24 majors, however we actually respect the privateness of our gamers,” says Childs. “We don’t use anyone’s names and pictures … the general public I work with are buddies that occur to be good golfers.”
Why this strategy? Securing sponsorships on tour is dear, and Home of Fleming isn’t structured for that kind of promoting. The corporate focuses completely on customized orders and isn’t present in retail shops or nation golf equipment. However Childs prefers it this fashion. “Everyone’s obtained contracts,” he explains. “They’ve their sponsorship offers and we do what we do as a result of they just like the product they usually need to put on one thing distinctive. So we now have to simply maintain it ourselves. If you understand, you understand.” In a world the place advertising campaigns, course of movies and behind-the-scenes content material have turn out to be the norm, there’s one thing to be mentioned for a bit of secrecy.
