By james art 
In the early days, golf equipment company PXG made headlines with founder Bob Parsons’ wild claims about “making golf clubs like no one else does” — words that were paired with eye-popping price tags. And while the shock factor may have died down, the brand continues to do things differently than most of its competitors. The key is its insistence on owning the customer experience every step of the way, and nothing illustrates this better than its vast store network. Under 25 roofs across the US, customers can get a personalized club experience from technicians who understand the ins and outs of PXG technology. But it may come as a surprise to some that PXG also stocks these stores with its own clothing line, and the brand is about to change that. So for the first time, PXG decided to open a space for clothes – and just clothes.
A passion project of Bob Parsons’ wife Renee Parsons, PXG apparel officially launched in 2018 and aims to translate the brand’s elegant and sophisticated image into three distinct clothing lines: Golf, Active and Aprés. The pop-up store just opened on Nov. 1 at Scottsdale Fashion Square, a high-end mall in Scottsdale, Arizona that becomes a hot spot during the holiday season. The space is located in the upscale section of the mall, giving PXG Apparel visibility among aspiring clientele. Activations will also be a focus as the pop-up will host a number of events as people flock to Arizona during the winter months, with the experience finally wrapping up in April.
PXG President and Executive Creative Director Renee Parsons answered our questions about the store’s design and the strategy behind it.
How did you choose the Scottsdale Fashion Square location and why is being located in the luxury wing important?
We chose Scottsdale Fashion Square for its central location, high traffic and reputation as a premier shopping destination. Being located in the luxury wing places PXG Apparel alongside other high-end brands, attracting a clientele that appreciates craftsmanship and style. Our garments not only integrate seamlessly with designer items, but also meet the expectations of shoppers looking for high-quality, performance-oriented fashion for an active lifestyle.
Tell us about the design of the space and how it aligns with the brand’s aesthetic.
The PXG Apparel Pop-Up embodies an elevated, fashion-forward vibe that speaks to the sophisticated aesthetic of our brand and our customers. While staying true to PXG’s signature look, this space features a lighter, airier color palette that enhances the clothing-focused shopping experience. Thoughtful design details give the pop-up, even in a temporary setting, a sense of permanence.
Tell us about the decision to open a retail space exclusively for clothing.
Opening a PXG apparel-only retail space allows us to bring a new level of focus and visibility to the PXG apparel line. This PXG pop-up apparel highlights our unique style and quality in a setting tailored specifically for the fashion-conscious consumer. This is a deliberate move to create a distinct identity for PXG Apparel, separate from our gear offerings, where customers can focus on the craftsmanship, comfort and elevated style that PXG Apparel delivers.
How are the products offered in your store chosen?
Our PXG Apparel Pop-Up is designed as a fully loaded retail experience featuring a wide range of our latest apparel and accessories as well as evergreen pieces. Visitors have the opportunity to work with our stylists, explore the quality and fit of each piece, and walk away with their favorite PXG looks – creating a seamless, personalized shopping experience.
Who would you like to see shop your store and why?
I’d love to see Taylor Swift and Travis Kelce walk through the front door. They perfectly embody the intersection of sports, entertainment and lifestyle – qualities that PXG Apparel represents. Plus, Taylor has been spotted in skirts that influenced the design of our English Side Draped Skirt, so I think our clothes would be a natural fit for her style.
PXG Apparel Pop-Up Shop
7014 E Camelback Rd #1091
Scottsdale, AZ 85251