FIDRA
| Corporate Profile FIDRA is a subsidiary of Quiksilver Americas, Inc, a company that produces and distributes clothing, accessories and related products and brands that represent a casual lifestyle-driven from a boardriding heritage. FIDRA is a golf apparel brand that gets it's name from a small, rocky island and lighthouse in the Firth of Forth off the East Lothian coastline in Scotland. FIDRA’s logo is the goddess Vera which is the Celtic translation for Truth. Her bow is drawn but without an arrow, signifying a vision of peace, determination and compassion. John Ashworth is the driving force behind FIDRA and began designing golf wear in 1986 when he was 26 years old. At that time his intention was to shift the fashion movement in the golf world by developing a look that was more in touch with the present fashion consciousness. With this basic philosophy he founded the company and the label Ashworth in 1987. Within a few years Ashworth was the number one brand in golf and the 1990's had established a positive movement. In 1997 he resigned from the board of directors and as Vice President and creative director of Ashworth, Inc. due to certain philosophical differences. From 1997 to 2000 he spent most of his time playing the seaside courses of Scotland and Ireland soaking up the magic of links golf. He rented a house in the Scottish village of Dirleton very near Fidra Island. During this period the seed was planted to create the new label under FIDRA. FIDRA bridges the fashion gap between traditional and modern while creating a seamless transition between golf style and life style. |
FIDRA Apparel Review:
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| Quality (consistency) |
| We found the overall quality of FIDRA apparel to be extremely good. FIDRA items are made abroad but there is definitely consistency across the selection in sizing and the wearability. FIDRA's staff does a great job of adding unique designs each year and they come up with a new hang tag design as well. We like this feature simply because you know what year a particular product was made. |
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| Feel (light, heavy, soft) |
| John Ashworth always does an excellent job using different fabrics and weaves to achieve a different feel depending on style and purpose. This allows the consumer to find one that matches their need and desire while offering a wide number of choices in each fabric. The majority of items are made of cotton, some 100% silky feeling, some a little heavier feeling and some very lightweight. FIDRA also utilizes polyester blends to give the consumer moisture wicking options as well. The 100% waterproof rain gear is fantastic. We found it to be very quiet and breathable while the zip-off sleeves make it perfect for year round use. |
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| Price (value, worth) |
| FIDRA is very reasonably priced and is sold exclusively to green grass accounts. We have found them typically in the $55-$65 range with the mock-t shirts around $40. |
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| Wearability (fade,shrinkage,durability) |
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FIDRA attaches a hang tag with instructions on how to care for the shirts. FIDRA suggests turning the shirt inside out, buttoning the top button, and hang drying them. We found by following these instructions, the shirts will look as good as new each time they are worn. We also found that, depending on the specific fabric, they might draw up a touch if they are dried totally in the drier. |
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