When it comes to the brand new premium women’s fashion brand, Williams Athletic Club, what may seem like a pretty catchy yet straightforward name is actually a meticulously crafted representation of the brand itself. And the same can be said for the clothes, too.

The Brand

Williams Athletic Club was founded by Susi Proudman, whose 30 years in the fashion industry includes stops at iconic brands like Nike, lululemon, M&S and Aritzia. Using her own personal experiences at the golf course, she set out to create an alternative to traditional golf apparel, hoping to help women feel as comfortable and confident as possible both on the course and in the clubhouse.

The company name borrows a common moniker from Proudman’s family – “William” – and puts it with “Athletic,” because every piece is designed with technical performance in mind, and “Club,” in reference to the country club lifestyle the brand embodies.

And speaking of lifestyle, golf is more than just what happens on the course, and Williams Athletic Club fully embraces that mentality. It’s designed for fashion-forward women who are balancing things like careers, families and social commitments, all while making a statement of confidence and style.

The Clothes

Saying you use luxury materials is one thing, but Williams Athletic Club uses the best materials for the intended end use – which is good news for golfers – with a focus on quality, longevity and function.

A great example of that quality and funcion is the Keri Crew, made with lightweight breathable spacer mesh fleece and a zip back for a tailored cut. You can put it with something like the Serena Skirt and Tinsley Bodysuit underneath for a timeless look, but without compromising athletic performance.

While embracing such a clean and unencumbered look, Williams Athletic Club uses forward-thinking and creativity to capture everything they’re going for, and they’re not afraid to be ever-evolving in both the designs and technologies they use.

Take the Jackie Blazer for instance, a more clubhouse-centric piece with traditional tailored construction, but also lightweight and loaded with features like moisture wicking, pick stitching details, functional cuffs, and fully lined with a technical stretch lining. In other words, you could tee it up in this if you wanted to. Wear it with the Katherine Pant and Naomi Bodysuit, and you’ll be the talk of the season.

When it comes to being on the course, Williams Athletic Club is proof that you can make the golf swings you want to make in stylish, high-quality apparel, all while setting new standards in modern fashion.

It really is that easy, especially with a top the Christy Polo, which is a breathable and fully fashioned sweater knit with true linked seams, pointelle pattern, a fully fashioned collar and extra length for ease of movement. It pairs perfectly with the Ashlee Skirt, which is made with cool touch fibers and UV protection and includes two deep side pockets, a patch pocket and soft gripper tape at the leg opening. Yep, they literally thought of everything.

There are plenty of other must-see highlights in outerwear, tops and bottoms from the first Williams Athletic Club collection. It can be your opportunity to effortlessly stand out this season, no matter where your busy life takes you.