While Seve (Ballesteros) might not need much of an introduction, the new SEVE apparel line, inspired by the legend, certainly does. We had the pleasure of speaking with Fredric Kaijser, CEO & Co-Founder of SEVE, to learn more about this exciting new clothing brand set to launch in Ireland in 2025.
What inspired the creation of SEVE apparel?
The idea behind SEVE comes from three main inspirations:
- We wanted to create a brand in Seve’s honour, as he is widely regarded as one of the greatest European golfers of all time. Just as other legendary golfers like Tiger Woods, Jack Nicklaus, and Arnold Palmer have their own apparel lines, we believe there is a clear purpose for SEVE’s presence in the golf apparel market
- A tribute to Seve’s legacy – by creating a clothing line that embodies his style, passion, and spirit. Through every product, we tell stories—some well-known, others lesser-known—that highlight Seve’s impact on European golf, while also educating younger generations about who he was and the mark he left on the sport
- Giving back – SEVE isn’t just another golf brand; it has a purpose. For every SEVE product sold, proceeds go to the Ballesteros Foundation, which Seve established in 2009, to fund his initiatives supporting youth golf and brain cancer research programmes.
At SEVE, we believe that golf is not just a sport, but a way of life. That’s why we strive to inspire golfers to be more daring and charismatic, showing them that taking risks and being confident can lead to positive results both on and off the course. We encourage golfers to step out of their comfort zones and try new things, knowing that failure is a natural part of the learning process.
Our goal is to inspire freedom and motivate golfers to be themselves fully, understanding that charisma is not a fixed trait but a skill that can be developed through practice.
Who is SEVE’s target audience?
Initially, we focused on male golfers aged 40 and above—those who grew up watching Seve’s triumphs. However, since launching at last year’s Open (marking the 40th anniversary of Seve’s 2nd Open win at St Andrews), we’ve been pleasantly surprised by the growing interest from younger audiences. In response, we are launching new styles in the 2025 collection that cater to younger golfers, while still staying true to our classic heritage and brand colours.
Looking ahead, SEVE is excited to introduce several innovative collections in 2026:
- The Heritage Collection – A tribute to Seve’s legacy, this collection blends creativity with timeless design. Offering a unique and recognisable on-course look, it embodies Seve’s essence and captures the spirit of one of golf’s most iconic figures.
- The Icon Collection – Featuring dynamic colour palettes, innovative designs, and textile combinations, this collection evolves each season with an emphasis on contemporary performance and aesthetic appeal. It brings a new energy to the course, catering to golfers who embrace both style and functionality.
- The Club Collection – Designed for club cresting and embroidery, this collection presents a unique opportunity for locally inspired Seve apparel. It is tailored for golf clubs and resorts to showcase their identity while honouring Seve’s enduring legacy.
These collections will continue to evolve, blending Seve’s timeless impact with modern design and functionality to inspire golfers worldwide.
What are your favourite pieces in the collection?
It’s hard to pick just a few, but if I had to, I would highlight the technical polo, the 8424 sweater, and the trousers—all designed to work together in a cohesive, tonal look.
Speaking of tonal, one of the things that sets SEVE apart is our emphasis on a tonal look. Our collection features polos, trousers/shorts, belts, and sweaters all in the same colour, creating a cohesive, elegant style that reflects Seve’s timeless fashion sense. For example, our pieces dressed in green embody the spirit of Ireland, making it a perfect match for the Irish golf community. Our products are made from high-quality materials like cotton, cashmere, merino wool blends, and four-way stretch technical fabrics, designed to meet the needs of every golfer.
Who are you partnering with in Ireland, and what do they bring to the brand?
SEVE Collection has appointed Joe Shannon of G Golf Ireland as the representative for the Island of Ireland. Joe and his team at G Golf Ireland will play a crucial role in strengthening SEVE’s presence in the region by connecting with golf clubs, resorts, and retailers to introduce our high-quality apparel to a wider audience.
With over 15 years of experience in the golf industry, Joe and the G Golf Ireland team are well-known and respected within the Irish golfing community. Their deep understanding of the local scene and extensive network will be invaluable in helping SEVE expand its reach throughout Ireland.
“We are thrilled to represent SEVE in both the Republic of Ireland and Northern Ireland,” said Joe Shannon, CEO of G Golf Ireland. “The story behind SEVE and the quality of the products truly resonate with golfers here, and we look forward to introducing SEVE to both local golfers and the many international visitors we host throughout the year.”
SEVE Collection has already made steady progress internationally, with the brand now available at Royal Dublin, a course famous for Seve’s Irish Open wins in 1983 and 1985.. With the addition of Joe Shannon and G Golf Ireland to our team, we’re excited to expand our footprint across the Island of Ireland and grow our network of stockists.
Contact Us
If you’re interested in stocking SEVE, please get in touch with:
Joe Shannon, Country Manager for Ireland
Email: joe@sevecollection.ie Tel: +353 85 8667927
For more information on SEVE Collection, please visit www.sevecollection.com or follow SEVE on Instagram at @sevecollection.
Leave a comment