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AUR AuthenticAUR stands for ‘All that you Are’, the company’s philosophy for their three lines of golf apparel: AUR Active, AUR Authentic and AUR Aware which includes the newest addition, AUR Stormpack outerwear.

For Spring, menswear features basic colors including black and cool grays with emphasis colors such as pool, crimson and slate. Ladies have a choice among Sweet Praline (a Geo print paired with classic plaid bottoms), Pretty in Pink (Passion Pink with grey accents) and Purple Haze (a palette of bright trendy colors based on Wisteria and Emerald green).

AUR Active, the performance collection designed for freedom of movement during the golf swing includes AUR double-knit Dri-Max polo’s with Spandex stretch and a lightweight drape. Everyone willlike the crease resistance ofAUR Active Men's Ladies this quick drying fabric. For example, the AUR Tonal Embossed polo is available in bright colors such as pool, slate, crimson, black and white offering the golfer comfort, breathability and a stand out look especially if combined with the Active plaid flat front pant in navy plaid, coal or pool plaid.

Looking at AUR Authentic one sees a collection of traditional golf-inspired clothing with a wide assortment of sweaters, vests, pants and shorts in classic colors of black, navy, taupe and charcoal. A typical example, the classic v-neck argyle vests and full-zip cardigans in black or indigo, are both standouts.

AUR’s greatest growth has come from the AUR Aware line that uses specially designed fabricsAUR Carbocool Argyle print including CarboCool (polyester bamboo and charcoal blend), S.Cafe (really, it’s made from coffe grounds!) and Ecosmart (recycled polyester and combed cotton/recycled polyester). This line not only looks great but it has a low environmental impact as well.

Lastly, Stormpack outwear has been added, certainly a good fit with AUR given the line’s positioning. Stormpack offers waterproof, breathable, windproof, seam sealed and lightweight stylish tops and bottoms for men and women. The Stormpack outerwear collection is designed so that each one will mix or match for merchandising with the AUR fashion collections.

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