Former Victoria's Secret director launches Foray Golf in LA

By

Cassidy Mantor

Published
Nov 14, 2017

A former Victoria's Secret director of design operations has launched women's contemporary golf brand Foray Golf at two LA-area brick and mortar golf shops.

Designed to be "not your mother's golf clothes," the line uses technical fabrics including four-way stretch jersey and moisture wicking fabric for improved performance. Fit and technical function is addressed through design features including channeled gussets and silicon grippers to keep clothing in place during the game.

Founder Megan LaMothe says, "I come from the world of lingerie where we obsessed over fit and how things felt next to the body." She explained that she is a first generation golfer and was inspired to create the line from personal experience, having been disappointed in the fit and make of what was currently available for women.

Prior to founding Foray Golf, LaMothe previously was with L Brands for six years where she led Victoria's Secret sport and Henri Bendel sub brands. For the past two years she has run design operations for the brand's sport and fashion lines.

Foray Golf has launched with an initial assortment of sleeveless polos, skirts and shorts typical of women's golf wear. Modern pieces in the assortment include bodysuits and rompers. Currently Foray Golf releases limited edition production runs of its pieces. Only 225 units of a fashion polo were released and only 200 pieces of a cardigan were made.

Currently Foray Golf has branched out in LA to two golf shops. It is now available at Malbon Golf on Fairfax and at the Sherwood Country Club in Thousand Oaks.

Price points include $120 for both short sleeve and sleeveless polos, $130 for cardigans and $140 for shorts. The full assortment is available online through the brand's e-commerce site as well as at the two brick and mortar locations in LA.