Women-led brand lets women golfers be unapologetic about their game and style
Seattle, WA – April 19, 2021 – KINONA, the golf apparel brand made by female golfers, for female golfers, announced the debut of its 2021 summer collection, featuring highly functional and fashionable course apparel with fun rouched details, playful and bold patterns, and exciting color variations. The new summer collection continues the company’s mission to help change the way women are treated in the sport by empowering women to dress on their own terms with stylish and comfortable designs that help them look and play at their best. The launch comes as the sport is seeing a massive increase in the number of women playing the game.
“2020 saw nearly half a million more women playing the sport we love,” said Tami Fujii, Co-founder of KINONA. “This influx of new players with new expectations of how their attire should make them look, feel, and perform in the game will accelerate change in golf. We are ready to deliver in this new age where according to our recent survey, both men and women strongly agree that golf is no longer a man’s game and female golfers are wanting more stylish and versatile attire.”
KINONA’s new summer collection features a soft color palette with lilac purple and watermelon red on a navy base, and mixes in diagonal ombre print, also called dip dye, and a more traditional foulard pattern. Some core pieces include the Rouched and Ready Dress, Rouched and Ready Skort and Top that all include unique rouched details that also allow golfers the option of adjusting the length of their dress or skort. The sleeveless shirt with rouched sides is also flattering to women of various shapes and sizes. The collection also features apparel that stretches, compresses, and conceals in just the right places to flatter figures.
“Our intention for the summer collection is for golfers to embrace their femininity on the course and to have a little more fun on the apparel side,” said KINONA Lead Designer, Jarlath Mellett. “It’s time to shake things up and bring more color into the game, and we’ve created pieces that maintain a level of styling and functional detail we believe is unmatched in other golf apparel.”
The new summer collection also features KINONA’s signature use of Italian fabrics that are combined with ECONYL® high quality regenerated nylon and lycra, bringing both style and comfort. KINONA’s pieces include UPF 50+ sun protection, low profile zip pockets, antimicrobial moisture-wicking fabric, and fabrics that help maintain even body temperature.
Co-founders Dianne Celuch and Tami Fujii launched KINONA in 2017 as an innovative women’s golf brand that offers women fun and smartly designed products that maximize athletic performance and comfort, without sacrificing the individual’s self-expression. According to KINONA’s Women in Golf Equality Index, an overwhelming majority of women who play or are interested in golf (83%) want clothes that are both stylish and versatile. KINONA focuses on providing their customers just that, along with clothes that enhance the wearer's game, another feature that nearly 70% of female golfers agreed was important.
The founders chose KINONA as the name of their company because it translates to “shape” in Hawaiian, which reflects their mission to provide women with golf clothes that make them feel great and look stylish. Dianne Celuch and Tami Fujii are both golfers, and while acknowledging the tradition and dress codes in the sport, they do not think that women should have to settle for conservative and uncomfortable clothing that penalizes them for being who they are.
The new collection is now available on their website at www.kinonasport.com, with more unique styles coming to the collection soon. KINONA’s collections now offer sizes XS-XXL.
About KINONAKINONA is made by women golfers, for women golfers. Founded in 2017 by friends and corporate executives-turned-entrepreneurs, Dianne Celuch and Tami Fujii, KINONA is committed to making golf more accessible and fun for all women by bringing chic, contemporary, and functional fashion to the fairway. KINONA’s fun, course-tested styles made with Italian fabrics, sun protection, and signature features like tee holders and back pockets, shift the paradigm of “appropriate golf attire” and inspire women to play their game, their way.
Be part of the wave of change in women’s sports with category-redefining apparel from KINONA. Visit
www.kinonasport.com for more information.
