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" Is it time for a new kind of polo shirt? Lorenzo Borghese is betting on it with .&amp;quot; He&amp;#039;s also betting that men will want to drink his beer, too. But we&amp;#039;ll let him explain.  Lorenzo Borghese: Yes, I had the idea when we were still in college. A friend of mine and I were into playing golf and just having fun and we came up with the idea. We were just tired of all the more pretentious lines that didn&amp;#039;t mean anything to us. So we developed this logo and started wearing this one polo. It was the RumGolf polo and people would ask, Where can we buy that stuff? and we&amp;#039;d say, You can&amp;#039;t, it&amp;#039;s part of a club, we give it away to people we know. So that went on for eighteen years.    ESQ: I love the logo. I like that it&amp;#039;s got a little retro flair.LB: It&amp;#039;s actually a palm tree, which represents the islands and going on vacation and actually being able to relax. Traditionally rum is a beverage people enjoy with their friends, and golf is the most social sport in the world. So we wanted to incorporate that into the logo. We didn&amp;#039;t want to put a name on it.  ESQ: Does the line represent your own style\u2014those brighter, more tropical colors? That makes it unique and it fits with the name.LB: I feel that in golf it&amp;#039;s more conservative, and we&amp;#039;re trying to make something more exciting, more fun, but also more fashionable. Like these polos have much slimmer fits than your average golf polo shirt. ESQ: So you have slimmer cuts?LB: We have much slimmer cuts. You could have a suit on and wear RumGolf just to make it a bit more fun. You&amp;#039;ll never see us put RumGolf on a guy, like on the website its modeled by women. It&amp;#039;s for men, but it&amp;#039;s inspired by women. ESQ: Nobody likes to look at male models.LB: [Laughs] Exactly. We wanted something that really represented our lifestyle. I hate wearing clothing that has someone else&amp;#039;s name on it. Or a polo horse on it. I respect Ralph Lauren, but I don&amp;#039;t play polo, so I want something that represents me. We want it to be really good quality. It&amp;#039;s made in New York City and you can wear it on and off the golf course. And actually, what&amp;#039;s funny about it, is we&amp;#039;re trying to see if it provides magical powers. ESQ: Look good, feel good, play good they say.LB: You wont believe this. It&amp;#039;s a one hundred percent true story. My father loves golf, he&amp;#039;s 75, never got a hole in one. I gave him a RumGolf shirt, and he wore it and swear to God, I didn&amp;#039;t know he was wearing it. My father at 75, his first hole in one. The first time he wore this shirt he got a hole in one. ESQ: That&amp;#039;s pretty amazing.LB: We&amp;#039;re seeing if it provides special powers. And what&amp;#039;s unique is that every color shirt we make is named after a fish. The Beta Blue. ESQ: Is that the Beta Blue you&amp;#039;re wearing?LB: This is the Angelfish. We wanted to make it tropical and light and fun. Colors show emotion. ESQ: I really like the pocket polos and the ribbon belts. What are your favorite items?LB: My very favorite are the shirts. I do like the &amp;#039;70s stuff. ESQ: Yeah I love that retro vibe, like super &amp;#039;70s and relaxed.LB: Yeah, how we decided to take it back to the &amp;#039;70s is we&amp;#039;re both Grateful Dead fans. You know, Cornell &amp;#039;77 is our favorite tape. So the collection is inspired by that, and that gives it some meaning. If you look at our RumGolf manifesto, it says it&amp;#039;s about fun, and great memories. Like grilled cheese sandwiches. ESQ: I know you launched it recently. Any big stores yet or are you still rolling it out?LB: We just launched the website a few weeks ago and are working through that for now. And we&amp;#039;re going to launch our beer, which is the RumGolf hydration system. I want people to drink my beer while playing golf. We&amp;#039;re also going to do sunblock. A whole lifestyle brand. We have research going into hydration for beer. It&amp;#039;s going to be an IPA with added electrolytes.  ESQ: So it&amp;#039;s really like a sports drink?LB: Yes, we&amp;#039;re going to try and minimize the hangovers. It&amp;#039;s going to work, we&amp;#039;re testing it right now. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.esquire.com/style/mens-fashion/a28813/rumgolf-lorenzo-borghese-0521/>