'They paired us up and we just kind of came up with something,' says Wilson.

The men took their inspiration from the 1950s, recalling an era of elegance on the golf course, when, Wilson says, golfers 'would wear nice slacks and a shirt and look great'.

Edfors agrees that while the line has to be performance-based - the clothes are stretchy, soft and moisture-absorbing - they are also fashionable and the C-hopper shoes have spikes that can be capped so that the player can go from golfing greens to a party. The checked culottes and staid preppy shirts generally associated with golfing gear have been sidelined for something that's more contemporary.

'Traditional golfing clothes are really boring,' says Edfors, who is known among professional golfers for his savvy style. He made his 2007 Masters debut in shiny gold shoes, and has also played the game decked out in trendy camo prints.

'A few companies have already started thinking about doing things more stylish and interesting, knowing that just because it's for golfing doesn't mean it has to be boring.'

Wilson says he started thinking about what he would like to wear if he were to spend a day at a tournament and then go to a trendy restaurant. 'I was really interested in the design process itself, and I plugged that into what I wanted,' he says. 'I prefer to walk [on the greens] instead of riding, so I started paying more attention to what kind of shoes I would want, something that was comfortable and would look great as well. There was a lot of thought that went into it.'

That was certainly evident at a presentation of the line, which shouted out in non-traditional colours such as hot pink, lime green and blazing silver. A cornerstone item is the Swing GTX shoe (below), featuring a new 'smart quill' technology - 38 quills on the underside of the shoe are moulded to provide a better grip. And the upper sole - in eye-catching neon green, silver and white - is a visual treat as well.

Chrome is an important element of the line, adding a futuristic accent to many of the pieces. Wilson says he veered towards the darker colours - blues and blacks - while Edfors came up with the idea to jazz that up with the searingly bright brights.

The accessories are a major component: a white leather belt studded with rivets and given a huge green Puma logo buckle is a stunner, as are the brilliant green, silver and white totes and carry-alls (below).

Women can go for leather flip-flops, black shorts edged in dusky pink flowers and even a sexy playsuit of hot pants attached to a fitted top with puff sleeves. For the more conservative, there are front-button cropped blazers, silk and jersey motif shirts and high-necked fitted sweater jackets. Knit tops for women have a 50s-inspired high-waist effect.

'There is more great contemporary stuff out there,' says Wilson. 'We're seeing more of the kind of thing you can play in and go out in, things that work for golf and later for the bar. I hadn't really been able to see that before.'

Wilson says that's because golf is no longer seen as a game for retired rich men, as it is attracting lots of young players.