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Keeping Up With The Joneses

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It’s perfectly fitting that a day after the latest Bad Taste In Golf post, in which I featured the bag department at a local GolfSmith, which looks like the luggage department at Wal-Mart, that I was contacted by a company whose bags have a lot more style.

The Jones Sports Company of Portland, Oregon, began in 1971 and was resuscitated a couple of years ago. Like many dormant brands in the apparel industry whose trademark is newly acquired, Jones is playing up the heritage angle. From its website:

The vision for Jones is to retain its dominance in the golf industry and assert itself as the premier traditional carry bag on the golf circuit by bringing back the recognition and distinguished identity held in its prime. We look to relieve the ever-growing nostalgia of those that once had the pleasure of carrying a Jones bag. When you strap on a Jones, you’re not carrying a bag, you’re carrying a legacy.

Of course the heritage trend, so prevalent in menswear, is certainly a welcome relief in golf, which is so dominated by garish gimmickry. Here’s a sampling of the brand’s marketing imagery, which might just make you want to ditch the pull cart.

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