TrendyGolf Magazine – Exclusive Interview – Druh Belts

Shared from TrendyGolf Magazine

For years Simon Hurd forged a very good career out of golf, but the former European Tour star, now 37, has found success of a very different kind since launching his golf fashion brand Druh.

We caught up with the entrepeneur to see how his move into the fashion world is treating him…

Hi Simon, what was the inspiration behind launching Druh?

“It all started many years ago, back in the day when myself and Ian Poulter were rooming together on the European Tour. Both of us were fashion conscious golfers, but there wasn’t much choice around in terms of high quality belts. We started wearing William Hunt’s belts but they were very expensive and I couldn’t help thinking there was a gap in the market for fun, accessible and good quality golf belts.”

What does your role entail?

“I am very hands on, not only a brand ambassador but very much involved in the product development. I choose the leather and snakeskin materials we use and I actually designed the initial collection myself. But I’ve come to the end of my design ideas now so I have brought another designer in to take things to the next level – I want Druh to be a brand of belt worn with jeans and suits as well as on the golf course.”

Druh Belts | Shop All Druh Belts

Did coming from a Tour pro’s background help give you an insight into how best to serve the marketplace?

“Yes, definitely. I knew what the top players looked for in their belts – I was fully aware that they couldn’t be too heavy, dominating or impede the swing at all, but also the level of detail and class that golfers like to wear. I also identified a gap in player endorsement deals, because back when I started Druh very few top players were contracted to wear a brand’s belt. As such, a lot of the top guys, like Lee Westwood, were more than happy to give mine a try. Over the course of the last few years we’ve had an average of 40 players wearing our belts at European Tour events, including six major winners.”

Do you get any banter from the players about your belts?

“There’s always a bit of banter flying around! Normally it works in my favour because I know a lot of the players really well and they know they can trust me. That’s why so many have chosen to wear Druh. Golf professionals can be very demanding! But luckily because I have my own factory I can make belts in over 100 different colours now. That’s a huge advantage because it’s important I match the belts to their outfits, especially the shoes.”

How has golf fashion changed since you turned professional?

“Golf fashion has changed for the better since I first turned pro in the 1990s. Back then everyone was wearing all this horrible baggy American stuff; huge chinos, thick cotton polo shirts and geometric George jumpers! Back then we only owned one belt each, but now belts are a huge part of accessorising and being fashion driven. I love the way golf has become more fashion-centric and also its younger edge now. With Druh belts, we’ve been conscious that there are two different types of look in modern golf: the sporty, athletic, technical stuff and then the more classic, sophisticated stuff. What is important for us is that we make belts that can match either style, and that’s what I believe we’ve achieved.”

How would you describe the Druh brand?

“It stands for quality materials, fun golf fashion and innovative high end designs. Our real USP is the interchangeable buckles, because you could have one belt with 10 different buckles, which is great for accessorising with different colours in your outfit, and also for different occasions. Druh is for golfers who want to look good on and off the course, and we are tailoring our products for that crossover.”

You’ve recently launched another product, in the shape of the Druh Negative Ion Bracelets. Tell us about them…

“We’re really excited about these and the feedback has been fantastic. They include magnets and germanium stone, and as you’ll have seen they are presented really nicely. Each bracelet has the highest strength of power balance of any wellness band, but it also looks great. It’s an item of jewellery – a fashion statement – as much as it is a wellness band. Each one comes with a certificate of authenticity and although they are more expensive than some of the competitors, you are paying for the quality.”

What’s next for Druh?

“We have a clothing range that we’re currently working on. That will be unveiled at the PGA Merchandise Show in Orlando next year. We’re also extending the custom belt part of the business, whereby organisations can bulk order our belts but with their chosen logo as part of the buckle design – that’s a huge part of our business right now. But more than anything, it’s about continuing our ethos and moving the products into Asia and the rest of the world. We sold 5,000 belts last year – it’s exciting times.”

Thanks Hurdy, now finally, does running a fashion label replace the buzz of competing in top golf events?

“I wouldn’t say it completely replaces the buzz, but I do love it when I see people walking around with Druh belts on. At The Open this year I must have seen hundreds of people wearing them – I always want to tap them on the shoulder and say ‘hey, I designed that belt!’ But they’d think I was crazy!”

Interchangeable Druh Buckles | Shop All Druh Buckles

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