Chervò, an Italian company, started as a ski brand, but has now transitioned into the golf scene. The brand is almost 40 years old and is primarily worn in Europe, but it is now picking up popularity in the United States.
Chervò was founded by two brothers, Manfred and Peter Erlacher. Peter, Chief Design Officer, is a former professional skier for the Italian National Ski Team, and never found golf appealing growing up.
In 1987, he finally played some rounds and found golf particularly challenging. At this time, he was already a co-owner of Chervò and wanted to expand the successful skiwear business into golf.
Erlacher was familiar with the design and styles of sportswear in the 80s and recognized that golf was a game designed to be played outdoors for many hours and sometimes in rain.
He introduced golf rainwear for Chervò that minimized the noise of standard rainwear. He believed that old-fashioned rainwear interrupted a golfer’s smooth swing with its stiff and noisy fabric, so he created Chervò AcquaBlock technology.
Erlacher developed a fabric that was light, silent, and yet fully waterproof and breathable. This unique design caught the eye of many and led Erlacher into the golf apparel industry.
original article link https://golfweek.usatoday.com/2021/05/01/chervo-italian-ski-brand-golf-rainwear/