For the 2023 Ryder Cup in Rome, a brand from Costermano sul Garda was the official licensee and one born in Quarona in 1924 dressed Team Europe: golf has an Italian fashion scene, but “made in Italy” is a phrase that needs reading with care.
Anyone looking for Italian golf clothing runs straight into a problem of definition: “Italian” can mean three different things: a brand born in Italy, a garment designed in Italy, a garment actually made in Italy. Two names illustrate the question well: Chervò, born for sport, and Loro Piana, a fashion house that dresses the Ryder Cup. Prices change with every collection, and the label matters more than the logo.
Chervò: from skiing to golf
According to its own website, Chervò is an Italian company founded in 1982 and specialised in golf clothing. It began in the Dolomites as a technical ski-wear brand; in the 1990s golf became, the company writes, “the natural evolution” of that experience. Today it claims a presence in more than 40 countries with over 700 points of sale, including single-brand boutiques, pro shops at leading golf clubs, department stores and specialist retailers. Its operational headquarters is in Costermano sul Garda (Verona), its registered office in Castelrotto (Bolzano).
It lists five proprietary technologies: Aqua-Block, Wind-Lock, Pro-Therm, Dry-Matic and Sun-Block, designed to protect against rain, wind, cold and sun. The brand also presents itself as official licensee of the Ryder Cup and the Solheim Cup. For the Rome edition in 2023, according to the trade press, it was “Official Licensee for the very first Ryder Cup in Italy”, with a collection featuring motifs inspired by Rome.
Where can you find it? The pro shop of Golf Club Castelconturbia sells brands such as Ralph Lauren, Chervò, Callaway and Titleist, and the pro shop of Golf Club Passeier.Meran, in Val Passiria, is branded Chervò, as is that of the Quellenhof Passeier. Dressing for a round in South Tyrol or the Novara area therefore does not require a trip elsewhere.
Loro Piana: the Ryder Cup uniform
Loro Piana is a different name: not a brand born for golf, but a fashion and textile house founded in 1924 in Quarona by Pietro Loro Piana, known for cashmere, vicuña and extra-fine wools. LVMH acquired 80% of it in July 2013, a stake that rose to 94% in 2025. Its link with golf is the Ryder Cup: since 2016 Loro Piana has supplied the official uniform of the European team.
In Rome in 2023 the European side wore Loro Piana, with high-collar shirts in superfine wool, lightweight vests, trousers, a cap and a bag; the fabrics were wool, Wind® microfibre and cotton jersey, in the colours of Italy and the European flag and the brand’s typical “kummel” motif, according to Rain magazine. A small range bearing the Team Europe logo was sold only in the brand’s Rome boutique during the event.
The venue of that Ryder Cup is the Marco Simone Golf & Country Club, in Guidonia: Europe beat the United States 16.5 to 11.5. The castle that overlooks the course was restored by the designer Laura Biagiotti.
“Made in Italy”: what the law actually says
An Italian brand does not necessarily mean the garments are sewn in Italy. Italian legislation refers to Law 350/2003 and its later amendments: a product is “Made in Italy” if it is made entirely in Italy or underwent its last substantial transformation there; only products “designed, manufactured and packaged in Italy” may use phrases such as “100% Made in Italy” or “all Italian” (Decree-Law 135/2009). Design in Italy alone is not enough. For textiles and footwear there are also labelling requirements indicating where the stages of production take place.
An example that helps tell the difference: FILA was founded in 1911 in Coggiola, in the Biella area, but since 2007 the group has belonged to the South Korean entrepreneur Gene Yoon. Origin and ownership do not coincide, which is why it pays to look at the label rather than the logo. The same goes for the brands mentioned here: to know where a garment was made, the answer is on the label.
When Italian also means architecture
There is another kind of link between Italian fashion and golf: the clubhouse lounge of Royal Park I Roveri, in Fiano, was designed by Brunello Cucinelli and opened in 2024. It is not clothing, but it shows how a fashion name has entered the clubs.
How to choose
| Criterion | What to check |
|---|---|
| Brand origin | Where the company was founded (Chervò: 1982; Loro Piana: 1924; FILA: 1911) |
| Where the garment is made | The composition and origin label |
| Function | The declared technologies (Aqua-Block, Wind-Lock, etc.) |
| Where to try it | The club pro shop, which often stocks the brand |
| Dress code | The rules of the club where you are playing |
Curiosities
- From the slopes to the fairways. Chervò was born in the Dolomites as a ski brand.
- Since 2016. Loro Piana has dressed the European Ryder Cup team since 2016.
- A designer saves a castle. The castle at Marco Simone was restored by Laura Biagiotti.
Frequently asked questions
Which are the Italian golf clothing brands?+
Two reference names are Chervò (founded in 1982, specialised in golf) and Loro Piana (a fashion house from 1924, supplier of the European Ryder Cup team since 2016).
Is Chervò an Italian brand?+
According to its website, yes: it is an Italian company with its operational headquarters in Costermano sul Garda. For where individual garments are produced, the label is what counts.
What does “Made in Italy” mean on a golf garment?+
That the product is made entirely in Italy or underwent its last substantial transformation there. To use “100% Made in Italy” it must be designed, manufactured and packaged in Italy, according to the 2009 legislation.
Where can you buy Italian golf clothing?+
In club pro shops: Chervò is sold, for example, at Castelconturbia and Passeier.Meran. Other shops and boutiques are listed on the brands’ websites.
Who dressed the European team at the Rome Ryder Cup?+
According to the trade press, Loro Piana, with a collection made for Team Europe in 2023.
Is special clothing required to play at Italian clubs?+
Yes, many clubs have a dress code: you will find it in each club’s rules, and it is wise to ask the secretary’s office before setting out.
