Inside the Dallas Store Opening for Buzzy Brand PXG

No other line of golf wear fuses science-backed function and sophisticated style quite like PXG Apparel. And last week, Renee Parsons, the brand’s executive creative director and president, celebrated the opening of the label’s new Dallas store with a buzzy cocktail party and energetic fashion show with the help of Ken Downing.

It was a night that showcased just how well fashion and golf intermingle. Nearly every season, the country club aesthetic continues to be referenced by designers. And meanwhile, labels like Tory Burch, Ralph Lauren, Michael Kors, and Thom Browne have even produced collections dedicated to the sport. Just this week, Drake announced his Nocta Golf collection.

A far cry from preppy pastels one might expect, the sleek interior of the new PXG outpost echoes the brand’s signature black and white palette. Inspired by motorcycle dealerships, where patrons often gather without the intent to purchase, the store offers lounge seating and a bar. Parsons surveyed the lively room. “After months of planning, it is amazing to see it all come together.”

The festivities attracted a captivating cast of characters. Darius Rucker, the chart-topping singer-songwriter, looked dashing in a gray suit. With her famed poise Jan Strimple—who walked runway shows for the likes of Yves Saint Laurent, Karl Lagerfeld, and Bob Mackie—strolled into the store. Gary Player, widely considered to be one of the greatest golfers ever, circled the room with charisma. Legendary football players Terry Bradshaw and Emmitt Smith also came out to support the brand. Anna Rawson, who rose to prominence in the early 2000s as both a model and a golfer, moved effortlessly between the sports crowd and the fashion contingent.

Parsons tapped Jose Velasco Vega, formerly creative director of Kiki de Montparnasse, to join her in designing PXG’s latest collection. In the midst of the pandemic, Vega moved from his Chelsea apartment to Arizona. At first glance, the leap from Kiki—a luxurious line of lingerie—to PXG is a large one. “You’d be surprised,” Vega laughed at the comparison. “There are a lot of similarities between designing lingerie and activewear.” Just as a beautiful slip dress can serve as both loungewear and eveningwear, PXG’s apparel can be worn far beyond the golf course.

After a few celebratory remarks, singer Calvin Bishop delighted attendees with a triumphant rendition of “The Star-Spangled Banner.” Afterward, guests moved outside to a lush garden where the fashion show was about to begin. Styled by Downing, the models showed off their stylish ensembles to the delight of everyone in attendance.