April 14, 2025 • 40 mins
Fiori Golf is a modern sportswear brand that combines Italian heritage with the laid-back energy of Southern California's surf culture. Founded by Anthony Wagner, the brand aims to redefine golf style by offering timeless, quality garments that inspire golfers to express their personal style both on and off the course. The name "Fiori" translates to "flowers" in Italian, symbolizing growth and the idea of individuals blossoming through their passion for golf.
Established in 2021, Fiori Golf targets a younger generation of golfers by blending creativity and style into its designs. The brand offers a wide range of clothing for both men and women, focusing on comfort and versatility. Their apparel is designed to be worn not just on the golf course but also in everyday life, making golf fashion more accessible and appealing to a broader audience.
Fiori Golf's mission is to grow the game of golf by showcasing its fun and stylish side. The brand emphasizes simplicity and professionalism in its designs, ensuring that its clothing is both fashionable and functional. By keeping up with trends and seasonal styles, Fiori Golf aims to attract new generations to the sport while maintaining a unique and laid-back aesthetic that reflects the California coastline's vibrant colors and earthy tones. Overall, Fiori Golf is changing the perception of golf attire by making it more stylish, comfortable, and inclusive for all who enjoy the game.
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Episode Transcript
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Paul (00:58):
how fast they've grown, because they've grown like super
fast.
Anthony (01:01):
So, without further ado , welcome to the show thanks for
having me on the pod, stoked tobe here so like it's so funny.
Paul (01:11):
I first reached out to anthony.
He was like, yeah, dude, Iheard your old podcast like back
in the day.
It's sort of like rattling offpodcast, that like the first,
probably 30 that I had done.
I was like holy shit, likesomebody actually heard this um,
and he's like, yeah, man, it'sreally good.
Like like it's all these great.
Like that was when you werefirst starting out too right
like here, what these guys areup to and stuff.
Anthony (01:32):
Huh yeah, no, it was definitely a really good way,
like when I was first starting.
I mean I didn't.
I mean I grew up in the golfindustry as not on this side,
but I grew up playingcompetitive golf.
But anyways, when I wasstarting the brand, I was just
like I need to figure out alittle bit more about the
industry, and your podcast had alot of good people on, so it
(01:53):
was a good thing for me in thebeginning to kind of figure out
what I'm doing.
So are you a golf pro?
No, I used to be pretty dialedin, not gonna lie.
Dialed in mean I mean, dude, myswing swing was dialed
compression like now.
(02:14):
Like now, all I could thinkabout is how my swing used to
fill that's.
That's where I'm at now it'slike when you're a dad and
you're like playing catch yourkid and you're like, yeah, I
speed in better shape and Ishould not be hurting, yeah yeah
, like pretty much like I mean,growing up or I, I played, uh,
(02:35):
junior golf, I played a lot oflocal um associations and then
got up to ajga and scpga andthat's kind of when I knew that
I was like, yeah, I don't knowif I, I don't know if I got it,
because those kids when I got tothat level I was like, man, I'm
behind.
So because you go to,California right yes yeah, so.
(02:59):
I mean yeah uh, ventura,california, so it's right in
between Santa Barbara and Malibu.
Paul (03:06):
It's a little little beach town so you've always lived
there, or did you live somewhereelse?
Anthony (03:13):
yeah, um oxnard, which is right next to it, but I also
went to school, or when I wentto college, I went to, uh, the
university of hawaii.
So I was in hawaii for threeand a half years, which was just
miserable.
Paul (03:27):
Surfing.
Yeah, I was living the dream.
What made you go to Hawaii?
Anthony (03:34):
To surf, Surfing pretty much.
That's literally the reason whyI went there, I around, or when
I got out of playingcompetitive golf, got back into
surfing and that's the reasonwhy I went out there so no no,
no, no just just just just forbeing in the water.
Yeah, yeah, that was my new, mynew hobby that I was obsessed
(03:56):
with, and, uh, I still surf now.
But I could tell yeah, I gotthe boards behind me, one of the
collab boards.
We actually did a collab with asurf brand, um last summer.
Infinity surfboards down indana point super sick, uh, and
we actually have.
We're gonna do a couple moreboards that we're gonna have on
(04:19):
the shop for summer, which willbe sick.
Paul (04:21):
So stay tuned for that um, so what'd you major in then
when you're hawaii?
Anthony (04:29):
I went to the or I was in the business school there.
So I majored inentrepreneurship.
So I always knew that I wasgoing to start my own business.
To be honest with you, I neverthought it'd be clothing, but
the reason you know how I gotinto this industry is around
(04:50):
COVID.
You know everyone locked in.
You had you kind of had time.
You had time to think youweren't living your day-to-day
life as you were before yeah.
So you know, my dad had alwayssaid you know you're always
golfing and surfing like youshould do something you're
really passionate about.
And in the time being when Iwas in Hawaii, I had noticed a
(05:17):
brand in golf or it was, it wasMelbourne and I was like whoa,
this is crazy.
Like there's a lifestyle brandfor golf now, like because I've
been, when I quit competitivegolf, like I kind of really fell
out of the sport.
I wasn't paying attention toanything.
So I saw that and I was likewow, that's really interesting,
(05:38):
yeah, yeah, yeah.
Paul (05:39):
When it got, when it golf become kind of cool and yeah,
old man shirts and yeah likepolo shirts and weird stuff.
Anthony (05:46):
Yeah, we all grew up on so then I also saw like vlogs,
vlogs about golf and celebritiesbeing a part of the golf um,
you know, pga tour events andstuff.
I was like, wow, like golf hasreally changed.
So I'm, when my dad had saidsomething about you know being
(06:06):
you should do something you'repassionate about.
I was like, well, there seemsto be this movement in golf
going on right now Like why notstart a brand?
And after that I kind of just Igot a book on how to start a
clothing brand.
It was super simple.
Paul (06:25):
Really.
Anthony (06:27):
Yeah, I mean I didn't know anything about the industry
.
I mean my only indication was Ifelt like I had a good eye on
what looks good and what doesn't, and that confidence made me be
like yeah, let's do it.
Paul (06:43):
You bought an e-book about how to do it yeah, yeah, yeah.
Anthony (06:47):
I mean basically like the book kind of just talked
about, like you know, the theboring side of things and like
sourcing and like source,sourcing and you know the legal
side and all that.
So I got that all dialed in andafter that kind of just like
trademark and copyright yeah,yeah, so exactly.
(07:10):
And when I really started, likethe moment I got it was when I
got my logo, my logo.
I reached out to this lady andI was just like, look, I want a
golf ball inside a flower on atee.
And when I seen what it was, Istarted seeing where this brand
(07:35):
could go.
And then I was so locked inlike so passionate about what I
was doing.
It reminded me of my daysplaying, uh, junior golf, like
the grind and practicing how youknow, just trying to get better
at your craft, and that'sbasically what I did.
I learned how to do, you know,all the marketing and sourcing
(07:58):
and everything that goes alongwith a brand, and basically ran
it.
Or I have a partner now, but,um, ran the brand by myself for
three years and, um, that's beensomething.
Oh, there's, uh, that's our new.
Paul (08:14):
Yeah, that's pretty cool, right, I'll figure out how to
get that on there yeah, it's notnot new.
Anthony (08:19):
that's one of our, I mean, that's a one of the og t's
we have now, but that's just anew colorway we have.
But anyways, yeah, that's yourlogo right.
That's our logo.
So Fiori in Italian meansflowers.
The reason why it's calledFiori is, on my mom's side,
they're Italian.
So I was like, oh, it'd be coolto do something in Italian and
(08:42):
at the at the time being,literally there's so many
clothes that were like floral.
So I was like, oh, flowers,like maybe we'll do some flowers
.
And I got Fiori and I was likeFiori, like that sounds really
good.
I really like how that soundsand I like it even more now
because it kind of resembles my,my story.
(09:06):
I mean basically the wholepurpose of this brand.
What is that?
I'm proving to myself thatanything is possible If you
really put your mind to it.
Just like a flower, you got towater that plant every day for
it to grow to its full potentialand that's how I want our
community to be is no matterwhat if it's not, if whatever
(09:28):
you're doing in your life, ifit's golf or personal, any
activity it's, you know you're,you're trying to get better and
in yourself and and to grow, andour slogans it's a big ball to
do this.
Paul (09:42):
You know what I mean.
Like, yeah, I don't thinkpeople fully understand it like,
oh, you're, like, I'm gonna,I'm gonna start an apparel brand
.
That shit is so hard.
Like because, even if, likeyeah, no, I mean there's so much
stuff, I mean to learn it right, or or even have an eye for
fashion right off the top.
Anthony (10:00):
You know, yeah, for sure, I mean, I think that's
where, like I was lucky enoughto have like an eye for you know
what look like.
Pretty much everything Ihonestly create, too, is is what
you would wear, what I like andwhat I would wear where you
know, I want to stay true tomyself and be authentic, um, so
(10:21):
we don't really follow trends.
We kind of just you know, wecreate things you make, yeah, we
create.
We create a lot ofmulti-functional pieces like I
think it's super important tohave that because the way I look
at it is is you could takelet's take a surfer and a golfer
and put them together or putthem next to each other.
(10:42):
They have the surfer's got asurfboard and his wetsuit and
the golfer's got his polo andhis golf bag.
But the difference is is whenthat surfer is done, no matter
what, even if he's not wearing,um, a surf brand, like quick,
let's say it's quicksilver, billbong, uh, you could tell that
(11:04):
that kid's a surfer.
We're trying to figure out howcan we do that with the golfer
without it screaming, you knowthe golf polo or or a t-shirt
that has golf related things,like a golf cart or whatever
it's going to be.
How can we create that, you know, um culture for the golf
(11:24):
industry and to grow the game?
I think you know, and that'swhat we're trying to do.
So, for instance, this techhoodie, I think it's the best
piece that is.
That is just.
It's simplistic.
It works with anything you'rewearing and you could wear it
(11:44):
whatever you're doing throughoutthe day.
I wish I had that last weekwhile I was in california yeah,
yeah, like, yeah, just creatingpieces like this and, you know,
just trying to innovate and keepthe ball moving, and that's
what we're doing.
So you know we're I'm veryfortunate to in the position I
(12:05):
am now.
You know, looking back.
It's it's always good to lookback because it's it's crazy.
Paul (12:16):
So, first of all, I love your font, thank you.
Like.
That's not, that's a sick assfont.
What font is that?
That looks very like.
Anthony (12:27):
BN Chester Pro, you know the name.
Paul (12:30):
I'm like that's a sick font Because, like I don't know,
is that like a?
I appreciate it.
Did you have to buy that or didyou just found that?
Anthony (12:40):
Yeah, I had to buy.
Well, that's.
I give it like, uh, no, I thinkyeah, no, I had to buy it, but
it came with.
When the lady created the logo,she created that phone and it
looks so regal.
Paul (12:57):
It looks like, like serious sharp after.
Anthony (13:00):
Like I appreciate it yeah even then uh, like you
could do so much, yeah, you know, like how viore is it?
Paul (13:10):
like the same kind of thing.
You could, you could like flipthat app and flip it around the
other direction and make thatlike a small logo on something
like it looks, just looks.
It's by itself.
Your brand fonts look amazing.
You know that's.
I know that sounds so geeky,but it does, it looks.
I mean that that looks cool Iappreciate it.
Anthony (13:29):
Yeah, I mean, that's like we I'm honestly so tedious
with, or not tedious, meticulous, everything to me.
Yeah, meticulous on a lot ofthings in terms of, you know,
our content, our, the clothing,the way it looks, the way the,
the font looks, like I just Istrive for perfection.
(13:52):
That like that's what I'mtrying to create and, yeah, I
you know that that's what keepsme going.
Paul (14:01):
I've never really said that to anybody like hey, what
font is that?
It that looks unique.
Anthony (14:08):
Oh, tell vatican, you know like okay, that's cool yeah
, font's tough man honestly likethere's so many fonts out there
.
It's, it's, you know.
Another fortunate thing that,uh, I was.
Paul (14:22):
I was given so what's it called again you know bn chester
pro c and chester bn so andyeah, good old chester.
Um, good old chester, dude lookssick.
(14:43):
I'm just, I know, I just itlooks awesome.
I'm just telling you a coollogo, um, I appreciate that.
What?
So what tells the story?
Because you're kind of going toa little bit and you've told me
a long time ago, but, like youwere saying, you know when
you're doing the, when youinitially got your logo right
like your actual logo and you'relike playing with it, remember
(15:04):
that you're telling that storyyeah yeah, tell me that's tell
the story.
I love that story because it'skind of cool, because then
you're like holy crap, this islegit.
Anthony (15:14):
Like yeah, yeah.
So I mean like, basically I do alot of like visualizing, um,
and when I saw that logo, I kindof visualized how, how it will
look, how it'll look on a person, you know what kind of clothing
it would be, the lifestyle ofit.
(15:37):
And that's when I I kind of justunderstood, like it was like
the light bulb went off in myhead and I was like I know the
direction that I need to go nowand that's kind of you know what
it was.
And then real, what, basically,like the passion that I found,
(16:00):
because you know that was suchan early stage of my career
doing this, I didn't really knowwhat I was getting myself into.
So once I started like actuallycreating and designing the
pieces and everything, I foundpassion in what I was doing.
And I think that's the mainreason, you know, like, why I'm
(16:23):
still here today, becausethere's, you know, there's a
million different things thatcould have just just been like,
oh, this isn't for me, this istoo much.
But you know, I have heavilypassionate about what I'm doing
and creating this brand and youknow where we're trying to go in
the future and I I'm very, veryconfident in in what I'm doing
(16:48):
and what I'm creating.
Paul (16:49):
So, um, yeah, that's, that's pretty much what inspires
you Like, what inspires yourdesigns honestly, nature a lot
of our, a lot of our colors weuse are very like muted earthy
(17:11):
tone colors.
Anthony (17:13):
Um, I drive I I have another job too, um, which I'm
fortunate that I drive up toSanta Barbara.
The 101 from Ventura to SantaBarbara is beautiful and my car
is kind of my incubator.
So, and basically music also isa big inspiration to me.
Music is where I couldvisualize, you know, future
(17:38):
collections and what they'lllook like.
So those are like the biggestthings.
Like that's basically when I'mlike thinking about what we're
going to do and create andlooking at also like other
people's business stories.
It doesn't have to necessarilybe um clothing, but I I learned
(18:05):
or listened to a lot of likebusiness documentaries.
Like like one was about uh,walt disney, walt disney and how
he created disneyland like thatinspires me.
Um, the story about Xbox andhow the team from Microsoft went
to Bill Gates saying you knowhow we should get into the, the
(18:27):
gaming industry anotherinspiration just continue
continuing showing that you know, if you have that idea and
you're you're confident you'llmake it work, no matter what,
and that's what inspires me.
Paul (18:45):
I love your colorways too.
Like they're not like thetypical uh colors.
You know what I mean.
Yeah, like the shirt here.
Anthony (18:55):
It's like the cool thing All thing all right so
about about this t-shirt?
It's called the money's tea.
So like basically the scene ofthis, it's a made-up scene where
there's an italian bar on agolf course.
The story is is to you and yourbuddy are are going to play and
you're playing for some money.
You end up beating your buddy.
(19:15):
You're at the bar andrestaurant.
They're having uh uh oystersand negronis on your buddy's
dime and that's why it's calledthe money's tea see, it's a
story behind the shirt.
Paul (19:27):
It's not just oh, it's a shirt with the logo yeah, you
know what I?
Anthony (19:31):
mean like really yeah, it's a story yeah I'm super into
like, super like random designson t-shirts.
I think the best t-shirts arelike random object, random
objects, or there's a storybehind it.
Paul (19:46):
So yeah, we have a lot of things.
Anthony (19:51):
Oh, thank you I got.
Paul (19:53):
I like how the logo pops too.
Like you know, you have a verybeautiful paisley, dark
background, but then the logojust popped right on top of it.
You know where it's right, it'sbeautiful yeah, I really cool
appreciate that.
Anthony (20:10):
Yeah, I like, like, I like designs on polos, but I I
think the ones that look thebest like are kind of tonal to
the, to the base of the color,so it's not something like in
your face, but you still have alittle little little something
to it what?
Paul (20:30):
um, what has been like your biggest oh it's so sick
dude?
Um, no, like, I just think it'scool, like it's a cool shirt.
I love t-shirts, but you couldthat's the team t.
Anthony (20:45):
It's got the ventura, california at the bottom of it
rep and ventura where we're from.
Paul (20:51):
Yeah, it looks badass.
I just, I'm just adding thingswith cards so I can like go back
and check um, it's, that's it.
So what?
What was like your firstproduct then?
Like what was the first whenyou did your first release?
What was that?
Anthony (21:07):
it was t-shirts, hats and I think it was.
I think it was a hoodie.
So like kind of how we, how Istarted it, I started the page
we.
I basically was testing it, Iwas, I ran it for like a month
or two without like any clothingeven being involved.
(21:27):
I just was posting um and thenwe did our first.
I can't even remember, I mean Iwas posting like a golf picture
with our logo, with our logo onit.
And then I finally startedgetting products.
I tease it.
And then, yeah, our firstlaunch was September 1st 2021.
(21:49):
And it was T-shirts, hat hatsand I'm pretty sure it was a
hoodie.
And then, following, we had twopolos that came out, and this
was before the time that I knewhow to use Photoshop and
Illustrator, so I actuallyhand-drawn the design.
Paul (22:10):
No joke, are you an artist ?
Anthony (22:12):
No, I mean, I made it happen.
I spent a long time creating.
Paul (22:18):
It was basically like you don't want to see me drawing,
you've got to stick me at thegolf club, yeah.
Anthony (22:24):
It was a golf tee with a flower coming out of the tee
and it was kind of just likedancing all over the polo.
But yeah, that was the firstdrop and then we started getting
into cut and sew.
As time went on, I gainedknowledge in what I was doing.
(22:50):
Now we're getting intoeverything's cut and sew
Technical pieces, premiumfabrics, pattern designs, like
we got, yeah, and we got pantsand shorts coming in our new
collection that will be comingout at the end of May, early
June.
It will be called the CoastalCollection.
(23:13):
So it's, the story is basedaround the coastline of Santa
Barbara and a lot of the colorsare very coastal inspired.
But yeah, so for the pants andshorts, like you know, I hired a
(23:34):
pattern maker to, actuallybecause I want them dialed in.
I feel like pants and shortsare such a tricky garment to get
right.
So we're we've been working onit for a while, so pretty
excited for those to come in thestore what now?
Paul (23:53):
you did a lot of like stuff in la right in the la
scene when it comes to clothingand like with.
Did you do some stuff with likewith, like guac meat or what's
it called?
Anthony (24:04):
Yeah.
Paul (24:05):
Troy yeah.
Anthony (24:06):
Yeah, troy, troy ran a event.
That was super early on with.
That might've been like sixmonths after I started the brand
, but basically, yeah, he had asick event where, you know, pop
meat was bringing all these newbrands in and we had a pop up in
there and you know it was agreat time, great turnout, ton
(24:29):
of people coming in and a lot ofpeople vibing with the brand.
So, like that was a, you know,early on, a really good
indicator for us.
And you know, and then also,you know early on, a really good
indicator for us.
Paul (24:38):
And you know, and then also, you know, the guys over at
hype, golf ray and julius- uhyeah, ray's awesome um if you
want to see ray and me givingeach other a big hug, watch the
watch my video on the alanputter because he's my playing
partner and I sunk like this 50,60 foot putt and we freaked out
(25:02):
because, yeah, I actually sawthat I saw that that was sick.
Anthony (25:08):
Um, but yeah, no, yeah, like he or they had, I've been
at a couple hype golf events andgood turnout for that.
Just uh, being involved withthose, those people is, you know
, a great thing and you know I'mvery fortunate um to know them
and, you know, help me out sowear your hat.
Paul (25:31):
How has your hat been really popular too?
Anthony (25:34):
yeah, yeah, so one of them being the the Corsa hat.
Uh, that was a really big one.
That was one of our.
It was super popular, it stillis, it's it's sold out again,
but, um, basically, yeah yeahyou guys stuff like like humble,
(25:58):
but like legit, his stuff sellsout like yeah, like but yeah,
that was a popular one and it'sfunny when I was making that,
like I remember when I was, uh,when I was younger, I'd get, or
I had this hat that had the, the, I guess you call it a sailor
hat, I guess where it has likethe old man, grandpa, hats that
(26:20):
have like the.
Paul (26:21):
Yeah, they have the things on the rim with the flower.
Anthony (26:24):
So I was like, oh, this is, this is sick.
But I don't like how it'syellow and the hat's black.
Like why don't we make onewhere the color of the floral is
the same as the brim color?
And yeah, there it is, um, andyeah, people were, people dig
that.
So colors.
Paul (26:44):
I was like oh, this is crazy green and blue.
Anthony (26:48):
We haven't ventured into new colors yet, um, but we
will soon.
Paul (26:55):
I bet pink would sell for women yeah, pink one yeah, for
sure black with the yellow, likethe old old man style, like
when you're a kid.
That'd be hilarious.
It probably would sell out too,because it stands out so well
and you do the red logo and thenyou would do red on the brim
(27:16):
and then do black everywhereelse.
Anthony (27:17):
That would be sick yeah , no, there's endless, endless
opportunity for that.
So we have, we have some, uh,we have some new colors coming
out, that for that hat it'lldefinitely be limited editions.
So that was, yeah, you do alimited edition stuff?
or is everything just like okay,we're doing a run, you know,
here's the drop and um theveloce jacket yeah usually what
(27:45):
I do is, like the veloce jacket,for instance, like I'll make
one that's kind of a normalcolor, and then the other one,
this one, that one right there,the camo one yeah, that's,
that's a limited edition, soit's got.
It's a camo print, but it hasflowers throughout it.
Um, yeah, it's not super superloud um, yeah, there you go um.
(28:12):
So yeah, we'll do somethinglike that.
Paul (28:15):
Is it more of a windbreaker?
Anthony (28:17):
it's warm, it's it's it's not a windbreaker, it's got
um down in it, so it's it's awarmer jacket and we're actually
we're in a beta 2.0 for theveloce jacket.
We want to make it a little bit.
I think it's a really goodoverall jacket, but for me, I
think it's it's not I want toimprove it because I I think it
(28:43):
could be better for for golf,like I think it's just not the
perfect golf jacket, butlifestyle yeah, you gotta be
able to swing a club on it in itright and like yeah I feel like
it's punching up like exactlyso we're, we're working on a new
one and super stoked on that,so it'll work for anything
(29:04):
you're doing.
Yeah, again, the whole purposemulti-functional pieces.
Um, so, yeah, super stoked onthat, but, um, yeah, we do.
We do limited edition stuff,like we have a a limited edition
piece coming out in the newcollection.
We like to do like one or twoof them throughout each
(29:24):
collection.
Um, and yeah, that's reallycool.
Paul (29:30):
Oh, there's a surfboard.
Anthony (29:32):
That's the surfboard, the fish.
Paul (29:37):
It's sold out too.
That's so sick, dude Dang.
It looks so like it definitelyhas that California, like surfer
vibe.
You know what I mean.
Like you use the other water,right, and you're just trying to
, like, put something on that'sgoing to get you warm, and
you're getting out of your wetclothes, you know.
Anthony (29:57):
But then it's honestly, you could wear it in there not
only that, it's literally myfavorite board.
I literally nine times out often that's the board I'm using
every time I go surfing now.
It's quick, it's easy to getinto waves, um.
So yeah, it's just an overallsuper fun board in any size
(30:21):
where?
Paul (30:23):
where can people find Fiori?
Anthony (30:27):
FioriGolfcom um.
Instagram is FioriGolf.
Everything's pretty muchiorigolf f-i-o-r-i golf, um.
But yeah, we're mainly oninstagram and our website, um,
and facebook.
Paul (30:47):
But yeah, what?
What is it?
Only is it d2c, is it online,only are you in any stores yet
or yeah, we're.
Anthony (30:56):
Yeah, we're in a couple , yeah, we're in a couple
retailers.
We're on the east coast umcanada and uk.
Japan, did you blow?
Paul (31:10):
up in japan, I bet yeah we're working on it.
Anthony (31:14):
We're working on a licensing deal over in Japan and
Korea which super stoked onthat, I mean, and we're also my
good buddy Kengo.
Now he's kind of an ambassadorfor the brand over there and
he's killing it dude.
This guy's a stick to stick.
He played at uh, ucla and wakeforest, um, and he was with,
(31:36):
like zala torres when he was atwake forest, but I think he has
the lowest.
He had the lowest uh scoringaverage at wake forest.
He holds it or it's at ucla, Ican't remember.
But anyways, now he's workingover in Japan.
He's basically like doing he'skind of a middleman to bring
(32:00):
kids over there to the US tohelp them get teachers and where
to go to school, and he's doinga lot of great things in golf
and he's repping Fiori and he'splaying in the Asian tour
kickoff Next month.
So that's sick.
He'll be dialed in and somefiori.
Hopefully he wins yeah, are you?
Paul (32:20):
didn't you guys do a bag with minimal, like a limited run
bag?
Yeah, dude, yeah, I rememberthat yeah, I remember watching
them paint those bags.
That's the first time I saw you.
Isn't that sick?
Anthony (32:29):
yeah, shelly, shelly's talented man I mean they painted
the whole big fury on the sideand my logo and those.
Those bags took off like that.
They that collab was super cool.
Um, and bummer thing, I don'twant to, I don't want off of
(32:50):
that bag.
And I was dumb and I left mybag in the car on the street and
some guy broke in and stole mystole, all my clubs and that bag
and I thought, yeah, man, itwas a bummer dude.
All my clubs, that I playedcompetitive golf in my money
maker, uh, it was.
It was terrible.
Paul (33:09):
But hey, thanks for the bag.
Anthony (33:12):
I appreciate it yeah, I was like dude, I'm gonna find
this guy like nobody.
Nobody has this bag, didn'tfind it anywhere that'd be so
pissed, bro dude.
Yeah, it was brutal, a lot ofsentimental value gone, but it
is what it is.
Paul (33:27):
That's life guys love, I love the la golf scene.
I just think the clothing issick.
That's coming out of la rightnow.
The shoes like just this, likeI don't know just a different
vibe, right, and then I thinklike everyone tries to copy that
right now it's like oh yeah oreast coast brand.
We're gonna try to do somethingsimilar.
It's like like no, don't tryyeah no, I definitely.
Anthony (33:52):
I definitely think both sides like it seems like east
coast and west coast are alwayscreating like the coolest, the
coolest things.
So you know there's there'sgood things on on both sides,
but yeah, there's.
I mean, the golf scene here isis crazy.
Now, dude, like um la like wasalways known.
You know you can't even get atea time, and now that's kind of
(34:16):
trickling into ventura where II can remember just showing.
Yeah, I could, like three orfour years ago.
I can remember going to alevisuh, it's a golf course in
ventura and just being walkingup to the pro shop hey, can I go
get out on the course?
Yeah, sure, no problem, but nowyou have to get a tea time.
(34:36):
So I mean it's a good thing.
Paul (34:39):
A lot of people are uh what's happening here in arizona
too, though.
Dude, like is that yeah, andlike especially now.
I mean nice, it's nice rightnow.
It's nice out, so it's likeeveryone's golfing and then all
the old people are here.
So, like, really, it's not likeafter easter when you can start
getting tea times.
But the problem is is by thatpoint it's like getting hot.
(35:01):
So it's like, you know, yeah,too hot, like I'll play that I
have a problem.
I've done it all my whole life.
It's just I don't know.
It's not so much the heat, it'slike you just get so dehydrated
.
Even you're drinking water.
Anthony (35:14):
Oh you know, oh for sure you need, like you need a
freaking ice, a bucket of icewater to just, yeah, seriously,
and you'll dry like super fast.
Paul (35:24):
You know, um, yeah, I remember I didn't, let's say,
the guys from devereaux, and itwas like 120 degrees outside,
dude, and like I almost passed.
God, I was so tired, like dude,I.
Only we got to like the 15th or16th hole and I was like I was
done and I was drinking waterall day, but I was just done.
Anthony (35:44):
I was like uh, I mean yeah, that's I'm I'm sick like I
was physically ill.
Paul (35:48):
I'm the worst headache yeah, that's, that's.
Anthony (35:52):
That's way too hot for golf.
Paul (35:55):
Dude, one time my dad, like we were in Laughlin.
You know where Laughlin is?
Yeah, not so nice version ofVegas, yeah, but I just got my
permit as a kid and I was like16.
We went and played golf there,dude, and it was like 125
degrees out in the summerplaying that's crazy, right,
yeah.
And we got, we got like noone's playing golf, right, but
(36:17):
my dad and I and we got to likethe 10th hole, my dad just quit.
He's like just keep on playing,on playing anymore.
And he got so sick.
He's like you need to drive meback and like, because he's like
what's it called hype?
What's the thing you get?
sunstroke or whatever, dude Iwas like uh, yeah, it was bad,
dude, we'd like put him in thebath ice and water like he holy,
this is no joke, but I don'tknow, dude, I don't mind playing
(36:39):
in the heat, so much you know.
But but what's nice out here islike you can go at like 5 am, 6
, 5, 30, right day break, quicknine in and like 80 90 degrees
at that point.
But then I wish I was in laright and that's like my cooler
yeah yeah, no, for sure, um, butyeah, no, I've seen it when is
(36:59):
your drops coming out like?
when's your next stuff happening?
Anthony (37:03):
for sure, um, so we have, we're gonna have a kind of
a little accessory collectiondrop before the coastal
collection.
So the accessory collectionwill probably be end of April,
(37:24):
um, beginning May, and thencoastal collection will be
coming out end of May, earlyJune, which will be about a 20
to 25 piece collection, um, andthen yeah, and then yeah, and
then working on fall and winter,already at or as we speak, so,
uh, a lot of good things, a lotof good, uh new stuff coming to
the shop and yeah, just juststoked.
Paul (37:45):
That's so cool man, are you surfing every day though?
Anthony (37:49):
I wish man I mean I'm, I'm surfing and golfing much
less.
Let's just say that uh workingon golf right now.
Paul (37:56):
You should be playing golf all the time, right?
That's how it happens you wouldthink.
Anthony (38:02):
But I mean I I think once we start developing a team
and getting that, I'll probablyhave a little bit more lenience
to go go play 18 or 9, but uh,yeah, still getting out there.
What's that?
Paul (38:16):
you can find tea time yeah , yeah, exactly you look at what
you decide to like barstow orsomething to go play golf oh,
god too much.
Anthony (38:26):
I don't know about that .
No, no, thank you, uh, but yeah, no, that's, that's the
schedule.
Paul (38:37):
Well, dude, you got you seriously.
You guys make some really sickclothes, like legit, like
appreciate that kind of withmanners.
When I saw manners and likewhatever I was 19 I was like, oh
, these are sick.
You know, it's like I.
I thought the same thing as youguys.
I was like, oh, that's supersick, I gotta talk to them dude,
and yeah, yeah, that's an honor.
Anthony (38:54):
I think manners is a super dope brand.
They're doing really cool stuffin the game or in the industry
right now.
Paul (39:02):
Respect for those guys.
They're in England, so Allright.
Anthony (39:06):
Yeah, they are overseas , but I mean hey they're.
Paul (39:15):
They're definitely over here, for sure too.
So they're crushing, yeah forsure, yeah for sure.
Well, you guys, if you'reinterested, check out fiori.
They make some sick clothes, asyou guys see, or have.
I was trying to show you overon the screen earlier, but, um,
it's really cool and it'scomfortable and it's soft and
like they pull off, thought whatthey're doing, and but, um, so
(39:36):
what's the?
What's the website?
Again one more time, I don'twant to mess it up the fiori
golfcom.
Is that right?
Anthony (39:41):
yeah, fiori golfcom, f-i-o-r-i golfcom awesome.
Paul (39:47):
Well, thank you for being on the show, my friend, and I'll
see everybody on the next oneof course.
(39:54):
Thank you for having me thanks for listening to another
episode of behind the golf brandpodcast.
You're gonna beat me.
Stay connected on and off theshow by visiting
golfersauthoritycom.
Don't forget to like, subscribeand leave a comment.
Golf is always more fun whenyou win.
Stay out of the beach and seeyou on the green.
how fast they've grown, because they've grown like super
fast.
Anthony (01:01):
So, without further ado , welcome to the show thanks for
having me on the pod, stoked tobe here so like it's so funny.
Paul (01:11):
I first reached out to anthony.
He was like, yeah, dude, Iheard your old podcast like back
in the day.
It's sort of like rattling offpodcast, that like the first,
probably 30 that I had done.
I was like holy shit, likesomebody actually heard this um,
and he's like, yeah, man, it'sreally good.
Like like it's all these great.
Like that was when you werefirst starting out too right
like here, what these guys areup to and stuff.
Anthony (01:32):
Huh yeah, no, it was definitely a really good way,
like when I was first starting.
I mean I didn't.
I mean I grew up in the golfindustry as not on this side,
but I grew up playingcompetitive golf.
But anyways, when I wasstarting the brand, I was just
like I need to figure out alittle bit more about the
industry, and your podcast had alot of good people on, so it
(01:53):
was a good thing for me in thebeginning to kind of figure out
what I'm doing.
So are you a golf pro?
No, I used to be pretty dialedin, not gonna lie.
Dialed in mean I mean, dude, myswing swing was dialed
compression like now.
(02:14):
Like now, all I could thinkabout is how my swing used to
fill that's.
That's where I'm at now it'slike when you're a dad and
you're like playing catch yourkid and you're like, yeah, I
speed in better shape and Ishould not be hurting, yeah yeah
, like pretty much like I mean,growing up or I, I played, uh,
(02:35):
junior golf, I played a lot oflocal um associations and then
got up to ajga and scpga andthat's kind of when I knew that
I was like, yeah, I don't knowif I, I don't know if I got it,
because those kids when I got tothat level I was like, man, I'm
behind.
So because you go to,California right yes yeah, so.
(02:59):
I mean yeah uh, ventura,california, so it's right in
between Santa Barbara and Malibu.
Paul (03:06):
It's a little little beach town so you've always lived
there, or did you live somewhereelse?
Anthony (03:13):
yeah, um oxnard, which is right next to it, but I also
went to school, or when I wentto college, I went to, uh, the
university of hawaii.
So I was in hawaii for threeand a half years, which was just
miserable.
Paul (03:27):
Surfing.
Yeah, I was living the dream.
What made you go to Hawaii?
Anthony (03:34):
To surf, Surfing pretty much.
That's literally the reason whyI went there, I around, or when
I got out of playingcompetitive golf, got back into
surfing and that's the reasonwhy I went out there so no no,
no, no just just just just forbeing in the water.
Yeah, yeah, that was my new, mynew hobby that I was obsessed
(03:56):
with, and, uh, I still surf now.
But I could tell yeah, I gotthe boards behind me, one of the
collab boards.
We actually did a collab with asurf brand, um last summer.
Infinity surfboards down indana point super sick, uh, and
we actually have.
We're gonna do a couple moreboards that we're gonna have on
(04:19):
the shop for summer, which willbe sick.
Paul (04:21):
So stay tuned for that um, so what'd you major in then
when you're hawaii?
Anthony (04:29):
I went to the or I was in the business school there.
So I majored inentrepreneurship.
So I always knew that I wasgoing to start my own business.
To be honest with you, I neverthought it'd be clothing, but
the reason you know how I gotinto this industry is around
(04:50):
COVID.
You know everyone locked in.
You had you kind of had time.
You had time to think youweren't living your day-to-day
life as you were before yeah.
So you know, my dad had alwayssaid you know you're always
golfing and surfing like youshould do something you're
really passionate about.
And in the time being when Iwas in Hawaii, I had noticed a
(05:17):
brand in golf or it was, it wasMelbourne and I was like whoa,
this is crazy.
Like there's a lifestyle brandfor golf now, like because I've
been, when I quit competitivegolf, like I kind of really fell
out of the sport.
I wasn't paying attention toanything.
So I saw that and I was likewow, that's really interesting,
(05:38):
yeah, yeah, yeah.
Paul (05:39):
When it got, when it golf become kind of cool and yeah,
old man shirts and yeah likepolo shirts and weird stuff.
Anthony (05:46):
Yeah, we all grew up on so then I also saw like vlogs,
vlogs about golf and celebritiesbeing a part of the golf um,
you know, pga tour events andstuff.
I was like, wow, like golf hasreally changed.
So I'm, when my dad had saidsomething about you know being
(06:06):
you should do something you'repassionate about.
I was like, well, there seemsto be this movement in golf
going on right now Like why notstart a brand?
And after that I kind of just Igot a book on how to start a
clothing brand.
It was super simple.
Paul (06:25):
Really.
Anthony (06:27):
Yeah, I mean I didn't know anything about the industry
.
I mean my only indication was Ifelt like I had a good eye on
what looks good and what doesn't, and that confidence made me be
like yeah, let's do it.
Paul (06:43):
You bought an e-book about how to do it yeah, yeah, yeah.
Anthony (06:47):
I mean basically like the book kind of just talked
about, like you know, the theboring side of things and like
sourcing and like source,sourcing and you know the legal
side and all that.
So I got that all dialed in andafter that kind of just like
trademark and copyright yeah,yeah, so exactly.
(07:10):
And when I really started, likethe moment I got it was when I
got my logo, my logo.
I reached out to this lady andI was just like, look, I want a
golf ball inside a flower on atee.
And when I seen what it was, Istarted seeing where this brand
(07:35):
could go.
And then I was so locked inlike so passionate about what I
was doing.
It reminded me of my daysplaying, uh, junior golf, like
the grind and practicing how youknow, just trying to get better
at your craft, and that'sbasically what I did.
I learned how to do, you know,all the marketing and sourcing
(07:58):
and everything that goes alongwith a brand, and basically ran
it.
Or I have a partner now, but,um, ran the brand by myself for
three years and, um, that's beensomething.
Oh, there's, uh, that's our new.
Paul (08:14):
Yeah, that's pretty cool, right, I'll figure out how to
get that on there yeah, it's notnot new.
Anthony (08:19):
that's one of our, I mean, that's a one of the og t's
we have now, but that's just anew colorway we have.
But anyways, yeah, that's yourlogo right.
That's our logo.
So Fiori in Italian meansflowers.
The reason why it's calledFiori is, on my mom's side,
they're Italian.
So I was like, oh, it'd be coolto do something in Italian and
(08:42):
at the at the time being,literally there's so many
clothes that were like floral.
So I was like, oh, flowers,like maybe we'll do some flowers
.
And I got Fiori and I was likeFiori, like that sounds really
good.
I really like how that soundsand I like it even more now
because it kind of resembles my,my story.
(09:06):
I mean basically the wholepurpose of this brand.
What is that?
I'm proving to myself thatanything is possible If you
really put your mind to it.
Just like a flower, you got towater that plant every day for
it to grow to its full potentialand that's how I want our
community to be is no matterwhat if it's not, if whatever
(09:28):
you're doing in your life, ifit's golf or personal, any
activity it's, you know you're,you're trying to get better and
in yourself and and to grow, andour slogans it's a big ball to
do this.
Paul (09:42):
You know what I mean.
Like, yeah, I don't thinkpeople fully understand it like,
oh, you're, like, I'm gonna,I'm gonna start an apparel brand
.
That shit is so hard.
Like because, even if, likeyeah, no, I mean there's so much
stuff, I mean to learn it right, or or even have an eye for
fashion right off the top.
Anthony (10:00):
You know, yeah, for sure, I mean, I think that's
where, like I was lucky enoughto have like an eye for you know
what look like.
Pretty much everything Ihonestly create, too, is is what
you would wear, what I like andwhat I would wear where you
know, I want to stay true tomyself and be authentic, um, so
(10:21):
we don't really follow trends.
We kind of just you know, wecreate things you make, yeah, we
create.
We create a lot ofmulti-functional pieces like I
think it's super important tohave that because the way I look
at it is is you could takelet's take a surfer and a golfer
and put them together or putthem next to each other.
(10:42):
They have the surfer's got asurfboard and his wetsuit and
the golfer's got his polo andhis golf bag.
But the difference is is whenthat surfer is done, no matter
what, even if he's not wearing,um, a surf brand, like quick,
let's say it's quicksilver, billbong, uh, you could tell that
(11:04):
that kid's a surfer.
We're trying to figure out howcan we do that with the golfer
without it screaming, you knowthe golf polo or or a t-shirt
that has golf related things,like a golf cart or whatever
it's going to be.
How can we create that, you know, um culture for the golf
(11:24):
industry and to grow the game?
I think you know, and that'swhat we're trying to do.
So, for instance, this techhoodie, I think it's the best
piece that is.
That is just.
It's simplistic.
It works with anything you'rewearing and you could wear it
(11:44):
whatever you're doing throughoutthe day.
I wish I had that last weekwhile I was in california yeah,
yeah, like, yeah, just creatingpieces like this and, you know,
just trying to innovate and keepthe ball moving, and that's
what we're doing.
So you know we're I'm veryfortunate to in the position I
(12:05):
am now.
You know, looking back.
It's it's always good to lookback because it's it's crazy.
Paul (12:16):
So, first of all, I love your font, thank you.
Like.
That's not, that's a sick assfont.
What font is that?
That looks very like.
Anthony (12:27):
BN Chester Pro, you know the name.
Paul (12:30):
I'm like that's a sick font Because, like I don't know,
is that like a?
I appreciate it.
Did you have to buy that or didyou just found that?
Anthony (12:40):
Yeah, I had to buy.
Well, that's.
I give it like, uh, no, I thinkyeah, no, I had to buy it, but
it came with.
When the lady created the logo,she created that phone and it
looks so regal.
Paul (12:57):
It looks like, like serious sharp after.
Anthony (13:00):
Like I appreciate it yeah even then uh, like you
could do so much, yeah, you know, like how viore is it?
Paul (13:10):
like the same kind of thing.
You could, you could like flipthat app and flip it around the
other direction and make thatlike a small logo on something
like it looks, just looks.
It's by itself.
Your brand fonts look amazing.
You know that's.
I know that sounds so geeky,but it does, it looks.
I mean that that looks cool Iappreciate it.
Anthony (13:29):
Yeah, I mean, that's like we I'm honestly so tedious
with, or not tedious, meticulous, everything to me.
Yeah, meticulous on a lot ofthings in terms of, you know,
our content, our, the clothing,the way it looks, the way the,
the font looks, like I just Istrive for perfection.
(13:52):
That like that's what I'mtrying to create and, yeah, I
you know that that's what keepsme going.
Paul (14:01):
I've never really said that to anybody like hey, what
font is that?
It that looks unique.
Anthony (14:08):
Oh, tell vatican, you know like okay, that's cool yeah
, font's tough man honestly likethere's so many fonts out there
.
It's, it's, you know.
Another fortunate thing that,uh, I was.
Paul (14:22):
I was given so what's it called again you know bn chester
pro c and chester bn so andyeah, good old chester.
Um, good old chester, dude lookssick.
(14:43):
I'm just, I know, I just itlooks awesome.
I'm just telling you a coollogo, um, I appreciate that.
What?
So what tells the story?
Because you're kind of going toa little bit and you've told me
a long time ago, but, like youwere saying, you know when
you're doing the, when youinitially got your logo right
like your actual logo and you'relike playing with it, remember
(15:04):
that you're telling that storyyeah yeah, tell me that's tell
the story.
I love that story because it'skind of cool, because then
you're like holy crap, this islegit.
Anthony (15:14):
Like yeah, yeah.
So I mean like, basically I do alot of like visualizing, um,
and when I saw that logo, I kindof visualized how, how it will
look, how it'll look on a person, you know what kind of clothing
it would be, the lifestyle ofit.
(15:37):
And that's when I I kind of justunderstood, like it was like
the light bulb went off in myhead and I was like I know the
direction that I need to go nowand that's kind of you know what
it was.
And then real, what, basically,like the passion that I found,
(16:00):
because you know that was suchan early stage of my career
doing this, I didn't really knowwhat I was getting myself into.
So once I started like actuallycreating and designing the
pieces and everything, I foundpassion in what I was doing.
And I think that's the mainreason, you know, like, why I'm
(16:23):
still here today, becausethere's, you know, there's a
million different things thatcould have just just been like,
oh, this isn't for me, this istoo much.
But you know, I have heavilypassionate about what I'm doing
and creating this brand and youknow where we're trying to go in
the future and I I'm very, veryconfident in in what I'm doing
(16:48):
and what I'm creating.
Paul (16:49):
So, um, yeah, that's, that's pretty much what inspires
you Like, what inspires yourdesigns honestly, nature a lot
of our, a lot of our colors weuse are very like muted earthy
(17:11):
tone colors.
Anthony (17:13):
Um, I drive I I have another job too, um, which I'm
fortunate that I drive up toSanta Barbara.
The 101 from Ventura to SantaBarbara is beautiful and my car
is kind of my incubator.
So, and basically music also isa big inspiration to me.
Music is where I couldvisualize, you know, future
(17:38):
collections and what they'lllook like.
So those are like the biggestthings.
Like that's basically when I'mlike thinking about what we're
going to do and create andlooking at also like other
people's business stories.
It doesn't have to necessarilybe um clothing, but I I learned
(18:05):
or listened to a lot of likebusiness documentaries.
Like like one was about uh,walt disney, walt disney and how
he created disneyland like thatinspires me.
Um, the story about Xbox andhow the team from Microsoft went
to Bill Gates saying you knowhow we should get into the, the
(18:27):
gaming industry anotherinspiration just continue
continuing showing that you know, if you have that idea and
you're you're confident you'llmake it work, no matter what,
and that's what inspires me.
Paul (18:45):
I love your colorways too.
Like they're not like thetypical uh colors.
You know what I mean.
Yeah, like the shirt here.
Anthony (18:55):
It's like the cool thing All thing all right so
about about this t-shirt?
It's called the money's tea.
So like basically the scene ofthis, it's a made-up scene where
there's an italian bar on agolf course.
The story is is to you and yourbuddy are are going to play and
you're playing for some money.
You end up beating your buddy.
(19:15):
You're at the bar andrestaurant.
They're having uh uh oystersand negronis on your buddy's
dime and that's why it's calledthe money's tea see, it's a
story behind the shirt.
Paul (19:27):
It's not just oh, it's a shirt with the logo yeah, you
know what I?
Anthony (19:31):
mean like really yeah, it's a story yeah I'm super into
like, super like random designson t-shirts.
I think the best t-shirts arelike random object, random
objects, or there's a storybehind it.
Paul (19:46):
So yeah, we have a lot of things.
Anthony (19:51):
Oh, thank you I got.
Paul (19:53):
I like how the logo pops too.
Like you know, you have a verybeautiful paisley, dark
background, but then the logojust popped right on top of it.
You know where it's right, it'sbeautiful yeah, I really cool
appreciate that.
Anthony (20:10):
Yeah, I like, like, I like designs on polos, but I I
think the ones that look thebest like are kind of tonal to
the, to the base of the color,so it's not something like in
your face, but you still have alittle little little something
to it what?
Paul (20:30):
um, what has been like your biggest oh it's so sick
dude?
Um, no, like, I just think it'scool, like it's a cool shirt.
I love t-shirts, but you couldthat's the team t.
Anthony (20:45):
It's got the ventura, california at the bottom of it
rep and ventura where we're from.
Paul (20:51):
Yeah, it looks badass.
I just, I'm just adding thingswith cards so I can like go back
and check um, it's, that's it.
So what?
What was like your firstproduct then?
Like what was the first whenyou did your first release?
What was that?
Anthony (21:07):
it was t-shirts, hats and I think it was.
I think it was a hoodie.
So like kind of how we, how Istarted it, I started the page
we.
I basically was testing it, Iwas, I ran it for like a month
or two without like any clothingeven being involved.
(21:27):
I just was posting um and thenwe did our first.
I can't even remember, I mean Iwas posting like a golf picture
with our logo, with our logo onit.
And then I finally startedgetting products.
I tease it.
And then, yeah, our firstlaunch was September 1st 2021.
(21:49):
And it was T-shirts, hat hatsand I'm pretty sure it was a
hoodie.
And then, following, we had twopolos that came out, and this
was before the time that I knewhow to use Photoshop and
Illustrator, so I actuallyhand-drawn the design.
Paul (22:10):
No joke, are you an artist ?
Anthony (22:12):
No, I mean, I made it happen.
I spent a long time creating.
Paul (22:18):
It was basically like you don't want to see me drawing,
you've got to stick me at thegolf club, yeah.
Anthony (22:24):
It was a golf tee with a flower coming out of the tee
and it was kind of just likedancing all over the polo.
But yeah, that was the firstdrop and then we started getting
into cut and sew.
As time went on, I gainedknowledge in what I was doing.
(22:50):
Now we're getting intoeverything's cut and sew
Technical pieces, premiumfabrics, pattern designs, like
we got, yeah, and we got pantsand shorts coming in our new
collection that will be comingout at the end of May, early
June.
It will be called the CoastalCollection.
(23:13):
So it's, the story is basedaround the coastline of Santa
Barbara and a lot of the colorsare very coastal inspired.
But yeah, so for the pants andshorts, like you know, I hired a
(23:34):
pattern maker to, actuallybecause I want them dialed in.
I feel like pants and shortsare such a tricky garment to get
right.
So we're we've been working onit for a while, so pretty
excited for those to come in thestore what now?
Paul (23:53):
you did a lot of like stuff in la right in the la
scene when it comes to clothingand like with.
Did you do some stuff with likewith, like guac meat or what's
it called?
Anthony (24:04):
Yeah.
Paul (24:05):
Troy yeah.
Anthony (24:06):
Yeah, troy, troy ran a event.
That was super early on with.
That might've been like sixmonths after I started the brand
, but basically, yeah, he had asick event where, you know, pop
meat was bringing all these newbrands in and we had a pop up in
there and you know it was agreat time, great turnout, ton
(24:29):
of people coming in and a lot ofpeople vibing with the brand.
So, like that was a, you know,early on, a really good
indicator for us.
And you know, and then also,you know early on, a really good
indicator for us.
Paul (24:38):
And you know, and then also, you know, the guys over at
hype, golf ray and julius- uhyeah, ray's awesome um if you
want to see ray and me givingeach other a big hug, watch the
watch my video on the alanputter because he's my playing
partner and I sunk like this 50,60 foot putt and we freaked out
(25:02):
because, yeah, I actually sawthat I saw that that was sick.
Anthony (25:08):
Um, but yeah, no, yeah, like he or they had, I've been
at a couple hype golf events andgood turnout for that.
Just uh, being involved withthose, those people is, you know
, a great thing and you know I'mvery fortunate um to know them
and, you know, help me out sowear your hat.
Paul (25:31):
How has your hat been really popular too?
Anthony (25:34):
yeah, yeah, so one of them being the the Corsa hat.
Uh, that was a really big one.
That was one of our.
It was super popular, it stillis, it's it's sold out again,
but, um, basically, yeah yeahyou guys stuff like like humble,
(25:58):
but like legit, his stuff sellsout like yeah, like but yeah,
that was a popular one and it'sfunny when I was making that,
like I remember when I was, uh,when I was younger, I'd get, or
I had this hat that had the, the, I guess you call it a sailor
hat, I guess where it has likethe old man, grandpa, hats that
(26:20):
have like the.
Paul (26:21):
Yeah, they have the things on the rim with the flower.
Anthony (26:24):
So I was like, oh, this is, this is sick.
But I don't like how it'syellow and the hat's black.
Like why don't we make onewhere the color of the floral is
the same as the brim color?
And yeah, there it is, um, andyeah, people were, people dig
that.
So colors.
Paul (26:44):
I was like oh, this is crazy green and blue.
Anthony (26:48):
We haven't ventured into new colors yet, um, but we
will soon.
Paul (26:55):
I bet pink would sell for women yeah, pink one yeah, for
sure black with the yellow, likethe old old man style, like
when you're a kid.
That'd be hilarious.
It probably would sell out too,because it stands out so well
and you do the red logo and thenyou would do red on the brim
(27:16):
and then do black everywhereelse.
Anthony (27:17):
That would be sick yeah , no, there's endless, endless
opportunity for that.
So we have, we have some, uh,we have some new colors coming
out, that for that hat it'lldefinitely be limited editions.
So that was, yeah, you do alimited edition stuff?
or is everything just like okay,we're doing a run, you know,
here's the drop and um theveloce jacket yeah usually what
(27:45):
I do is, like the veloce jacket,for instance, like I'll make
one that's kind of a normalcolor, and then the other one,
this one, that one right there,the camo one yeah, that's,
that's a limited edition, soit's got.
It's a camo print, but it hasflowers throughout it.
Um, yeah, it's not super superloud um, yeah, there you go um.
(28:12):
So yeah, we'll do somethinglike that.
Paul (28:15):
Is it more of a windbreaker?
Anthony (28:17):
it's warm, it's it's it's not a windbreaker, it's got
um down in it, so it's it's awarmer jacket and we're actually
we're in a beta 2.0 for theveloce jacket.
We want to make it a little bit.
I think it's a really goodoverall jacket, but for me, I
think it's it's not I want toimprove it because I I think it
(28:43):
could be better for for golf,like I think it's just not the
perfect golf jacket, butlifestyle yeah, you gotta be
able to swing a club on it in itright and like yeah I feel like
it's punching up like exactlyso we're, we're working on a new
one and super stoked on that,so it'll work for anything
(29:04):
you're doing.
Yeah, again, the whole purposemulti-functional pieces.
Um, so, yeah, super stoked onthat, but, um, yeah, we do.
We do limited edition stuff,like we have a a limited edition
piece coming out in the newcollection.
We like to do like one or twoof them throughout each
(29:24):
collection.
Um, and yeah, that's reallycool.
Paul (29:30):
Oh, there's a surfboard.
Anthony (29:32):
That's the surfboard, the fish.
Paul (29:37):
It's sold out too.
That's so sick, dude Dang.
It looks so like it definitelyhas that California, like surfer
vibe.
You know what I mean.
Like you use the other water,right, and you're just trying to
, like, put something on that'sgoing to get you warm, and
you're getting out of your wetclothes, you know.
Anthony (29:57):
But then it's honestly, you could wear it in there not
only that, it's literally myfavorite board.
I literally nine times out often that's the board I'm using
every time I go surfing now.
It's quick, it's easy to getinto waves, um.
So yeah, it's just an overallsuper fun board in any size
(30:21):
where?
Paul (30:23):
where can people find Fiori?
Anthony (30:27):
FioriGolfcom um.
Instagram is FioriGolf.
Everything's pretty muchiorigolf f-i-o-r-i golf, um.
But yeah, we're mainly oninstagram and our website, um,
and facebook.
Paul (30:47):
But yeah, what?
What is it?
Only is it d2c, is it online,only are you in any stores yet
or yeah, we're.
Anthony (30:56):
Yeah, we're in a couple , yeah, we're in a couple
retailers.
We're on the east coast umcanada and uk.
Japan, did you blow?
Paul (31:10):
up in japan, I bet yeah we're working on it.
Anthony (31:14):
We're working on a licensing deal over in Japan and
Korea which super stoked onthat, I mean, and we're also my
good buddy Kengo.
Now he's kind of an ambassadorfor the brand over there and
he's killing it dude.
This guy's a stick to stick.
He played at uh, ucla and wakeforest, um, and he was with,
(31:36):
like zala torres when he was atwake forest, but I think he has
the lowest.
He had the lowest uh scoringaverage at wake forest.
He holds it or it's at ucla, Ican't remember.
But anyways, now he's workingover in Japan.
He's basically like doing he'skind of a middleman to bring
(32:00):
kids over there to the US tohelp them get teachers and where
to go to school, and he's doinga lot of great things in golf
and he's repping Fiori and he'splaying in the Asian tour
kickoff Next month.
So that's sick.
He'll be dialed in and somefiori.
Hopefully he wins yeah, are you?
Paul (32:20):
didn't you guys do a bag with minimal, like a limited run
bag?
Yeah, dude, yeah, I rememberthat yeah, I remember watching
them paint those bags.
That's the first time I saw you.
Isn't that sick?
Anthony (32:29):
yeah, shelly, shelly's talented man I mean they painted
the whole big fury on the sideand my logo and those.
Those bags took off like that.
They that collab was super cool.
Um, and bummer thing, I don'twant to, I don't want off of
(32:50):
that bag.
And I was dumb and I left mybag in the car on the street and
some guy broke in and stole mystole, all my clubs and that bag
and I thought, yeah, man, itwas a bummer dude.
All my clubs, that I playedcompetitive golf in my money
maker, uh, it was.
It was terrible.
Paul (33:09):
But hey, thanks for the bag.
Anthony (33:12):
I appreciate it yeah, I was like dude, I'm gonna find
this guy like nobody.
Nobody has this bag, didn'tfind it anywhere that'd be so
pissed, bro dude.
Yeah, it was brutal, a lot ofsentimental value gone, but it
is what it is.
Paul (33:27):
That's life guys love, I love the la golf scene.
I just think the clothing issick.
That's coming out of la rightnow.
The shoes like just this, likeI don't know just a different
vibe, right, and then I thinklike everyone tries to copy that
right now it's like oh yeah oreast coast brand.
We're gonna try to do somethingsimilar.
It's like like no, don't tryyeah no, I definitely.
Anthony (33:52):
I definitely think both sides like it seems like east
coast and west coast are alwayscreating like the coolest, the
coolest things.
So you know there's there'sgood things on on both sides,
but yeah, there's.
I mean, the golf scene here isis crazy.
Now, dude, like um la like wasalways known.
You know you can't even get atea time, and now that's kind of
(34:16):
trickling into ventura where II can remember just showing.
Yeah, I could, like three orfour years ago.
I can remember going to alevisuh, it's a golf course in
ventura and just being walkingup to the pro shop hey, can I go
get out on the course?
Yeah, sure, no problem, but nowyou have to get a tea time.
(34:36):
So I mean it's a good thing.
Paul (34:39):
A lot of people are uh what's happening here in arizona
too, though.
Dude, like is that yeah, andlike especially now.
I mean nice, it's nice rightnow.
It's nice out, so it's likeeveryone's golfing and then all
the old people are here.
So, like, really, it's not likeafter easter when you can start
getting tea times.
But the problem is is by thatpoint it's like getting hot.
(35:01):
So it's like, you know, yeah,too hot, like I'll play that I
have a problem.
I've done it all my whole life.
It's just I don't know.
It's not so much the heat, it'slike you just get so dehydrated
.
Even you're drinking water.
Anthony (35:14):
Oh you know, oh for sure you need, like you need a
freaking ice, a bucket of icewater to just, yeah, seriously,
and you'll dry like super fast.
Paul (35:24):
You know, um, yeah, I remember I didn't, let's say,
the guys from devereaux, and itwas like 120 degrees outside,
dude, and like I almost passed.
God, I was so tired, like dude,I.
Only we got to like the 15th or16th hole and I was like I was
done and I was drinking waterall day, but I was just done.
Anthony (35:44):
I was like uh, I mean yeah, that's I'm I'm sick like I
was physically ill.
Paul (35:48):
I'm the worst headache yeah, that's, that's.
Anthony (35:52):
That's way too hot for golf.
Paul (35:55):
Dude, one time my dad, like we were in Laughlin.
You know where Laughlin is?
Yeah, not so nice version ofVegas, yeah, but I just got my
permit as a kid and I was like16.
We went and played golf there,dude, and it was like 125
degrees out in the summerplaying that's crazy, right,
yeah.
And we got, we got like noone's playing golf, right, but
(36:17):
my dad and I and we got to likethe 10th hole, my dad just quit.
He's like just keep on playing,on playing anymore.
And he got so sick.
He's like you need to drive meback and like, because he's like
what's it called hype?
What's the thing you get?
sunstroke or whatever, dude Iwas like uh, yeah, it was bad,
dude, we'd like put him in thebath ice and water like he holy,
this is no joke, but I don'tknow, dude, I don't mind playing
(36:39):
in the heat, so much you know.
But but what's nice out here islike you can go at like 5 am, 6
, 5, 30, right day break, quicknine in and like 80 90 degrees
at that point.
But then I wish I was in laright and that's like my cooler
yeah yeah, no, for sure, um, butyeah, no, I've seen it when is
(36:59):
your drops coming out like?
when's your next stuff happening?
Anthony (37:03):
for sure, um, so we have, we're gonna have a kind of
a little accessory collectiondrop before the coastal
collection.
So the accessory collectionwill probably be end of April,
(37:24):
um, beginning May, and thencoastal collection will be
coming out end of May, earlyJune, which will be about a 20
to 25 piece collection, um, andthen yeah, and then yeah, and
then working on fall and winter,already at or as we speak, so,
uh, a lot of good things, a lotof good, uh new stuff coming to
the shop and yeah, just juststoked.
Paul (37:45):
That's so cool man, are you surfing every day though?
Anthony (37:49):
I wish man I mean I'm, I'm surfing and golfing much
less.
Let's just say that uh workingon golf right now.
Paul (37:56):
You should be playing golf all the time, right?
That's how it happens you wouldthink.
Anthony (38:02):
But I mean I I think once we start developing a team
and getting that, I'll probablyhave a little bit more lenience
to go go play 18 or 9, but uh,yeah, still getting out there.
What's that?
Paul (38:16):
you can find tea time yeah , yeah, exactly you look at what
you decide to like barstow orsomething to go play golf oh,
god too much.
Anthony (38:26):
I don't know about that .
No, no, thank you, uh, but yeah, no, that's, that's the
schedule.
Paul (38:37):
Well, dude, you got you seriously.
You guys make some really sickclothes, like legit, like
appreciate that kind of withmanners.
When I saw manners and likewhatever I was 19 I was like, oh
, these are sick.
You know, it's like I.
I thought the same thing as youguys.
I was like, oh, that's supersick, I gotta talk to them dude,
and yeah, yeah, that's an honor.
Anthony (38:54):
I think manners is a super dope brand.
They're doing really cool stuffin the game or in the industry
right now.
Paul (39:02):
Respect for those guys.
They're in England, so Allright.
Anthony (39:06):
Yeah, they are overseas , but I mean hey they're.
Paul (39:15):
They're definitely over here, for sure too.
So they're crushing, yeah forsure, yeah for sure.
Well, you guys, if you'reinterested, check out fiori.
They make some sick clothes, asyou guys see, or have.
I was trying to show you overon the screen earlier, but, um,
it's really cool and it'scomfortable and it's soft and
like they pull off, thought whatthey're doing, and but, um, so
(39:36):
what's the?
What's the website?
Again one more time, I don'twant to mess it up the fiori
golfcom.
Is that right?
Anthony (39:41):
yeah, fiori golfcom, f-i-o-r-i golfcom awesome.
Paul (39:47):
Well, thank you for being on the show, my friend, and I'll
see everybody on the next oneof course.
(39:54):
Thank you for having me thanks for listening to another
episode of behind the golf brandpodcast.
You're gonna beat me.
Stay connected on and off theshow by visiting
golfersauthoritycom.
Don't forget to like, subscribeand leave a comment.
Golf is always more fun whenyou win.
Stay out of the beach and seeyou on the green.
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