In the largely staid landscape of golf, PXG wants to stand out. Founded only in 2014 by billionaire Bob Parsons, the brand has already carved out an impressive following of golfers (both pro and aspiring) willing to shell out for Parson Xtreme Golf’s high-end clubs. A blend of high-performance materials and sleek design, PXG’s custom-fit irons have become a status symbol among the country club crowd. But it was PXG’s other strength that took center stage at the opening of the brand’s first Dallas store: fashion.
Last Thursday, September 23, guests gathered at sunset in Plano for cocktails and a runway show curated by Ken Downing, the longtime former fashion director of Neiman Marcus. Models walked in a series of streamlined black-and-white ensembles made of moisture-wicking material and eco-leather. (There was nary a popped collar in sight.) Embracing the ethos that “when you dress well, you feel more confident,” PXG Apparel’s President and Executive Creative Director Renee Parsons wants to continue growing the brand’s foothold in the fashion world. For the latest PXG collection, Renee tapped Jose Velasco Vega, formerly creative director of luxe lingerie company Kiki de Montparnasse. The result is a bevy of cool pieces that would work well beyond the golf course.
The event drew a collection of notable names. DJ Lucy Wrubel worked her music magic while Dallas’ always-poised Jan Strimple mingled among athletes and the fashion set. Football players Emmitt Smith and Terry Bradshaw met with legendary golfer Gary Player, while Grammy-winning artist Darius Rucker posed with Bob and Renee Parsons.
PXG Dallas is the first outpost in Texas for the brand (which is exclusively direct-to-consumer) and marks the start of a significant brick-and-mortar expansion. “Dallas is the first city where we introduced our mobile fitters,” says Leela Brennan, vice president of brand communications and engagement at PXG. “The market has been a great friend of the brand for the last five years, so it felt like a perfect place for our biggest store.”
Much like the brand’s apparel, the PXG Dallas space is far sleeker than what you might expect from a golf store. Inside the comfortable spot, you’ll find a putting green, simulation rooms featuring Trackman technology for custom club fittings, and plenty of space to explore one of the most elite sporting brands in the game.