As we prepare to launch our third season of Midspring, we thought it was time to start sharing more about our background, our story, and our intentions behind the details and elements that make up our brand.
Let’s begin with our trademarked and bespoke Golf Cart logo as it carries great significance to us and has proven to generate an emotional connection with our customers as well.
The Golf Cart for many of us is something we rely on when we’re on the course. Whether it’s that extra bit of support taking us to each of our 18 tees, or a way for us to get in the Front 9 before we need to head off to one our may daily tasks, the Golf Cart is what carries us – figuratively and literally - from the course to a conference call, a carpool, or to the clubhouse for a cocktail with friends.
Having grown up in Connecticut, “mid-Spring” is the time of year when our golf course would come back to life with the reawakening of the perennial flower beds that so beautifully decorated our youthful golfing days and the smell of fresh cut grass filled the air after a long winter. We chose to place an abundant bouquet of flowers in the back of the golf cart as an ode to the femininity that is the cornerstone of our brand and the joy and happiness that a day on the course brings to us.
Silver Spring Country Club, Ridgefield Connecticut. Where the Co-Founders grew up playing golf.
The bountiful flowers represent both the beginner and the tenured golfers. The new blossoms of spring represent new life and hope that first time golfers approach their game with. Women are the fastest growing sector in the Golf world with more women entering the sport everyday. In tandem with the new, the reawakening of perennial flowers, which come out of hibernation, represent the returning golfer who has been waiting all winter for the first signs of Spring. At Midspring, we represent all levels of female golfer. From those beginning a golf wardrobe and searching for versatility when investing in pieces, to those with the most discerning eye when it comes to performance functionality that alllows them to compete to the best of their ability. Our three pillars are fashion femininity, flattering fits and functionality in every garment that we produce.
Photo by Libby Gilliland, Golf Pass article
While golf can be an intimidating sport – from the first tee (and your swing in full view of the Clubhouse), to the pace of play, and the many rules and etiquette we need to constantly remind ourselves of along the way, Midspring clothing is here to provide you with the confidence in the way you look and feel so you can focus on the game and give it your all. We are here to support your fashion choices, just like the Golf Cart supports you on the course.
We hope that when you see our floral Golf Cart, it emulates the joy that you feel when you’re out on the course. What other sport allows you to be so connected to nature’s beauty and take it in, one swing at a time? As Midspring continue to bridge the gap between style and sport, we hope you join us. On the course, in our clothes, on our social platforms. We are grateful for the privilege of continuing to elevate your wardrobe and your lifestyle.