In the 1980s, Ashworth golf apparel become a transitional aspect of golf by defining "the new look of golf," which initiated a generation of loyal customers who found no comparison to the stylish fit and feel on and off the golf course. The transition from gaudy and flashy dress to practicality and style has continued ever since, and Ashworth Golf apparel meets and exceeds the increasingly specific demands of golfers with design, comfort and playability wholly unique to them.