Brief

Flog, a new brand of golfwear, is not for ‘old farts’, says David Palmer, managing director of BC3 and designer of the collection’s identity and promotional material. Since 56 per cent of people who play golf in the UK are under 35, Flog’s ‘squat A2 size’ magazine-style catalogue is a different way of looking at golf, explains Palmer. ‘The raison d’être is to be punchy and provocative,’ he says.