How many Black-owned golf apparel companies do you know? That was the question asked by Tarek (Ty) DeLavallade, Founder and President of Deuce Premium, based in Windermere, Florida. “We did a podcast and the question came up,” said Ty. “I thought then, how can we fix this?” and “Why did black entrepreneurs fail to penetrate this market?”
With the golf apparel market valued at $ 4.25 billion in 2021 and only 46 black-owned golf apparel and accessory brands listed in the Black Golf Directory, there is certainly room for increased black representation in the industry . Ty explains, “I’ve found that it’s the lack of capital, resources, and knowledge that holds most of us back.” He continued, “I’ve had at least two of these three and I figured out how to get the third one through research can acquire. “
The 2019 launch of Deuce Premium included golf gloves made from Cabretta leather with color combinations to match the Divine Nine sororities and fraternities. That first launch sold out within the brands in the first two months. The brand has received overwhelming support from HBCU alumni, professional, semi-professional, and inexperienced golfers. “After the success of our first launch, I had to find funding to produce more. By then, I’ve booted everything. ”Since its inception, Deuce Premium has worked with investors to add hats, belts, additional glove colors and the brand’s signature weekend travel bag to the company’s product line.
Founder and owner of Deuce Premium Tarek (Ty) DeLavallade with the brand signature “Weekender.” … [+]
Photo courtesy of Deuce Premium
The global pandemic has not slowed Deuce’s momentum or success – Ty was able to capitalize on the positive response from the launch by becoming the first black-owned brand for golf clothing and accessories in the PGA TOUR Superstore. One of the largest golf dealers in the US with over 40 locations in 16 states. The luxury golf brand will be available in 19 stores nationwide and on the PGA TOUR Superstore website. “This is a dream for me,” said Ty. “We’re the first, but hopefully we’ve opened the door so we won’t be the last.” In addition to Deuces golf accessories and apparel, the PGA TOUR Superstore will also stock the brand’s luxury cigar accessories.
This historic milestone is followed by other notable partnerships for Deuce. Appointed alliance partner of the Steve & Marjorie Harvey Foundation and supports the organization’s golf activities as a sponsor. He also designed the 1896 memorial hat for the players and partners in the John Shippen Invitational. With the men’s field winner, Tim O’Neal wears a Deuce Premium belt throughout the tournament.
DETROIT, MICHIGAN – JUNE 28: Timothy O’Neal, winner of the John Shippen National Invitational, poses … [+]
Legacy and style are a driving force behind Ty and Deuce Premium. In July, the brand launched its limited-edition hats honoring the legacy of three black golf legends: Jim Dent, John Shippen and Jim Thorpe. Ty added. “It was my responsibility and honor to design a memorial hat to celebrate their contribution to the sport and to give them their roses while they are still here.”
Deuce recently announced its current partnership with NBC Sports Group’s GolfNow and will be one of the first black-owned brands in GolfNow’s “Better Together” supplier diversity program.
Keep an eye on this guy from the south side of Chicago as he’s just getting started.