Peter Millar buys G/Fore

Luxury apparel brand Peter Millar has bought G/Fore, the premium golf brand birthed by Mossimo Giannulli in 2011.

G/Fore has grown a reputation for breaking taboos in the golf world, which started with colourful gloves.

The acquisition comes after the duo joined forces on previous shoe models.

"I love the game of golf, and as a designer it was obvious that the timing was perfect for a lifestyle brand that was hipper, younger and more outspoken than anything on the market. By starting with gloves, we were able to establish credibility as a golf brand first, then add shoes, apparel and other accessories for a complete collection," Giannulli said.

Giannulli describes G/FORE as luxury sportswear inspired by and designed for the sport of golf, emphasising the "playability" of the product line.

"We're not a technical or athletic brand, but we've learned how to put technical performance into our products. Everything is 100% suited for playing golf - athletic on the inside, fashion on the outside."

The process of transferring business components is under way.

"Our intent is to let Moss express his creative genius for design, branding and marketing while we build a solid foundation for the business with our back-end expertise," said Peter Millar CEO Scott Mahoney.

"Moss has the rare combination of experience, design vision and name recognition that will enable us to take this brand worldwide."