Alex Holderness and John Bourne met at Yale when they were both studying for their MBAs. They quickly realized that although they grew up in different parts of the U.S. — North Carolina and New York, respectively — they both had a strong interest in classic menswear, fueled by their fathers, one of whom was a doctor and the other a Wall Street executive.

And they were both avid golfers.

What they didn’t like was the casualization of the golf wardrobe, or what they describe on their website as the “exhaustive branding and hyper-athletic looks associated with most modern golf apparel.”

So 12 years ago they teamed up to offer an alternative — a brand that sports classic styling inspired by golf with a modern fit and performance attributes.

“We loved golf and thought it was an ideal starting point to build an upscale brand,” Holderness said.

Although they had no background in the apparel business, they set out to create a polished, comfortable, versatile collection that could be worn on or off the course. Their anchor product is a $118 polo with a structured spread collar and built-in collar stays that Holderness & Bourne offers in a range of stripes, solids and prints. “They’re tasteful, not tacky,” Holderness said.

“They’re not meant to be a costume,” he added. “They’re work appropriate with a tailored fit in muted collars and matte fabrics. From Day One, we developed a strong following.”

Since then the brand has expanded into complementary products such as knit button-down shirts in cotton-blend fabrics that wick moisture and can be washed at home. “We trademarked the name ‘Swing Knit,’ because if you wanted to, you could swing a golf club in it,” he said.

Other offerings include quarter-zips, crewnecks, hoodies, pants, shorts, vests, jackets and accessories including belts, hats and bags such as backpacks and totes. “We have a range of pants with traditional jetted pockets like a chino in performance fabrics,” he said.

It’s these hybrid pieces where Holderness & Bourne is seeing the most growth, he said.

The brand sponsors pro golfers Ben Griffin, Bud Cauley and David Ford and also offers official Ryder Cup apparel. And although it is sold online and at green grass shops, they hope to expand their reach among men’s specialty stores “with customers looking for a polished look in lightweight, easy-care fabrics that are comfortable, not hot and heavy, and look sharp,” Holderness said.