It takes heaps of guts and confidence to start a new business. That’s where Lisa O’Hurley shines. Almost three years ago, the now Founder and CEO of LOHLA SPORT conducted considerable diligence in the premium ladies’ golf fashion market, her area of experience. The white space differentiating her styles amid a sea of sameness would center on-trend European designs with feminine yet semi-bold Los Angeles flair. After all, O’Hurley resides a mere stone’s throw from Tinseltown’s exclusive fashionista heartbeat.
The first order of business was turning to friend Paul Rees, the prized, London-based apparel designer who helped take Burberry and Aquascutum to fame. Upon hearing O’Hurley’s “made-for-play” theme, Rees immediately declared his involvement in LOHLA SPORT.
To reduce guesswork and create with purpose, focus groups were next up. What do women want to wear, what jumps off shelves and nesting tables, and how do fit and function perform on and off the golf course?
Sleepless nights rife with hardcore work and the utmost of ego-less collaboration consumed O’Hurley’s and Rees’ lives. Then, finally, in January 2021, LOHLA SPORT debuted, impressing the market with its colorful, playful, classy, and resort-sporty coordinated tops, bottoms, skorts, outerwear, and accessories made of fine fabrics sourced worldwide. Every brand needs “forever staples,” LOHLA SPORT nailed it with the uber-popular The Golf Fitness Pull-On Pant and The Very Pant. The styles represent a comfortable-chic, stretchy (but neither too thin nor too stretchy) Golfleisure aesthetic, just like Lululemon’s Athleisure fanaticism.
That’s a major reason why Annika Sorenstam signed on as a global ambassador.
“LOHLA SPORT is exactly what I want with my active lifestyle,” she says. “When going from the office to the course, to the kids’ practices and social settings, I don’t have time to change outfits throughout the day. Now I have the perfect sporty yet feminine balance.”
The brand’s first two collections, with flattering yet not overtly sexy pieces available in XXS to XXL, were dynamic, to say the least. “The Streets of Los Angeles” capsules depicted vibes of cool city neighborhoods, and “Winter Wonderlands” featured groupings named after famous four-seasons resorts.
LOHLA SPORT’s current masterpiece collection, “Lavish Summer Locales,” is flying off shelves like nobody’s business. Capsules are named after high-class, tropical destinations known for converging swanky fashion and active lifestyles:
· Ibiza – Inspired by golf legend Annika Sorenstam with part proceeds benefitting The ANNIKA Foundation, dramatic lemon, black and white designs are elegantly adorned with stars, stripes and solids
· Amalfi – Features lilac, the fashion color of the season, alongside white and navy with styles accentuated by tasteful leopard and houndstooth prints
· St. Tropez – This bright collection group highlights blueberry, appletini green and sunset orange, including a wavy print, emitting a beach feel while on the golf course
· Monaco – All-American look with a pinch of French beret in navy, white, red and blueberry that’s spot on for Memorial Day, Independence Day and Bastille Day
“When you’re well dressed, you’re almost inherently in a good mood,” says O’Hurley, a former GOLFINO fashion-brand and Golf Channel executive. “Golf is enjoyable, life is enjoyable, and stylish, on-trend looks are essential in that vein.”
A poke of fun alongside Lavish Summer Locales is O’Hurley at her humorous finest –a catoon-like throwback “Her Name was LOHLA, She was a Showgirl” T-shirt and hoodie that pays homage of Barry Manilow.
To O’Hurley, achieving “hottest brand” status in ladies’ golf-lifestyle apparel takes a village. In addition to Rees, husband John O’Hurley’s unwavering support and love for golf made the long hours and extensive expenditure of brain cells worth it in spates.
(Note: if John’s name sounds familiar, it’s because he wowed in the recurring J. Peterman role on “Seinfeld,” starred in “Chicago” on Broadway, hosted TV’s “Family Feud” and boasts hundreds of acting credits to his name.)
“Lisa is giving John a run for his money in the fame category,” says Rees, “and there seems to be no stopping the high demand for LOHLA SPORT clothes – they’re beautiful”