Jesper Thuen @ Ecco Golf
By Annmarie Dodd


It’s the middle of summer and I’m looking forward to spring. As it stands, Spring 2012 is shaping up to be a season of new ideas, including FootJoy’s new line, Peter Millar’s women’s debut, a new Arnold Palmer collection and a shoe, from Ecco Golf, that I’ve been promised that will “knock my socks off.”

Knock away. I am intrigued as the Danish company is combining two of its latest and greatest ideas – the Golf Street shoe, one of the hottest fashion trends of the year, and the ergonomically-designed Biom – into one new shoe for men, the Biom Hybrid. As it’s about a month until the hybrid’s semi-formal introduction to the golf world, I wanted to check in on the hype in with a Q&A with Jesper Thuen, a former European professional golfer that’s now the marketing manager for Ecco Golf.  – Annmarie Dodd

Q: I’ve always felt that the “state of golf” is illustrated, in a way, by the footwear market. Based on that barometer and given the wide array of styles now available, is there a cultural shift happening?
Jesper Thuen: It is safe to say that golf is not just an “old man’s” sport anymore. The game’s culture, in general and in fashion, is certainly more relaxed than in it was a few years back. Players are experimenting with their apparel and footwear in ways that match their personalities. Many men and women want to look a bit different and unique, and not be so mainstream. The Ecco Golf Street was embraced by these types of players. And it’s as true on the PGA Tour as it is at local clubs.

Q: Does being creative with your footwear necessarily translate  into being creative with your personal style?
J.T.: Players who are open to wearing less traditional golf footwear are often those who dress the best, but that’s not always the case. And fashion-forward shoes can sometimes look great with a classic outfit. It’s all about how it’s all put together.

Q: Ecco Golf is one of those “big idea” golf brands. Tell us about the Biom Hybrid (shown below).
T.J.: What we’re most excited about is the men’s Biom Hybrid [note: To hit stores in January 2012 – A.D.]. It’s a combination of the Golf Street and the Biom golf shoe introduced earlier this year. Everyone who’s worn this shoe has been amazed and we’re excited to get it out there. GMac has played in a prototype and has absolutely loved it.

Q: How about accessories, ready to get into that game?
J.T: Stay tuned. We’re exploring going beyond the very small collection of belts, bags, and caps we now offer in Europe and Asia.

Q: In and out of the game, what inspires Ecco Golf designers?
J.T.: Ecco is a Danish company, so we’re always drawing inspiration from the principle of Scandinavian design – form following function. We’re surrounded vibrant fashion scenes in Copenhagen, which gets our creative team constantly looking at new colors, shapes and materials. I think you’re going to see that evident in the upcoming 2012 collection. Ecco is one of the largest producers of premium leathers, so we’re also influenced by the major luxury brands we work with.

In terms of shoe technology, we’re taking cues from feedback our staff players provide. Guys like GMac, Fred Couples, Stuart Appleby, Thomas Bjorn and Aaron Baddeley. They’re an invaluable resource and great product testers.

Q: When it comes to the U.S. vs. European style, are you seeing the style gap narrowing? How about Asia, too?
J.T.: Being European and living over here, I still think we’re a bit ahead of what’s going on, style-wise, but the gap between Europe and North America is definitely narrowing. The PGA Tour is so global, so when people in the U.S. and Canada watch tournaments, they’re so more broadly influenced. How do we know this? Just look at the overall decline in the saddle shoe business.

 It’s hard to paint Asia with one brush, because fashion sense is so different from country to country. China is still really developing and can be more traditional, but Japan and Korea definitely demand fashion.

Q: What do you wear to play golf?
J.T.: I play golf every chance I get, which isn’t as often as it once was. I played professionally for a couple of years and still try to keep my game in shape when time allows. Right now, I’m wearing a prototype of Biom Hybrid. It’s the most comfortable golf shoe I’ve ever worn, and as you can imagine, I’ve worn a ton of golf shoes. It also goes with just about everything in my closet, whether it’s J.Lindeberg, Abacus or Galvin Green.