LIJA - Playing Beautifully
2011 has been a good year for LIJA. It has been the year it doubled its size of Active and Tennis Collections and become a recognized brand in North American and the EU. It's the same year LIJA was chosen as an official provider of merchandise for OPEN championship in Scotland. Extraordinarily, all of this occurred within a year of introducing its first ever active and tennis apparel collections. Not bad for a business that started out producing golf attire.
But let's back up and explain. Hyp Golf was started by Linda Hipp in 1997 in Vancouver, Canada when Hipp realized there was a gap in fashionable women's golf apparel. A year later, Hyp Golf debuted 12 feminine and versatile styles, including the one LPGA player Pearl Sinn wore to win the Rolex First-Time Award at the State Farm Classic. Linda's designs challenged traditional golf apparel by introducing elements of high fashion. Innovative designs in the most advanced technical fabrics defined Hyp Golf and by 2000, more LPGA players and even celebrities began wearing LIJA, making the brand a fixture in the golfing marketplace.
Several years later in 2004, Hyp Golf re-brands as LIJA, a play on the word 'leisure" and pronounced "lee-zha". The renaming worked because the next two years found LIJA winning awards like the Top 100 Fastest Growing Companies in Canada and sponsoring more LPGA tour players. LIJA designed new products beyond the golf wear that launched the company. The new, cutting-edge active apparel now including tennis, active and leisure wear that translates easily from the courts to the coffee house. LIJA's use of top quality materials, design and construction ensures women will get the best possible product. Which brings us back to the year 2010, arguably the most stellar year for LIJA's tennis collection.
LIJA's success in artfully churning out beautiful apparel may be due, in part, to its focus on serving the woman who embraces life. Hipp says the company wants to "Inspire women to dress well, feel good in how they're dressed so they enjoy the activity they are taking part in." This is the type of woman who puts "her heart, mind and soul into everything she pursues and believes the greatest achievement in life is to realize her full potential." Dressing such a muse takes creativity and the boldness to design feminine and daring clothing that wins awards. Hipp and LIJA own those traits and many more, as evidenced in the newest collections.
It is in LIJA's gorgeous fitness wear that women can go from the gym to the streets and look good doing it. No matter where she is wearing her LIJA apparel, that woman will "Play beautifully".
