LAKESIDE IN LUCERNE

This summer, Greyson Clothiers transports wearers to the endless blue skies, snow-capped mountains, and glistening depths of Lake Lucerne. Steeped in dragon lore, the Swiss lakeside town serves as the creative spark behind the brand’s latest launch: 55 versatile pieces designed for the modern woman. The collection reflects Greyson’s ongoing mission to merge style and sport, offering fresh takes on beloved favorites, as well as brand new lifestyle silhouettes—all grounded in a cool-toned palette and four bold prints.



“Our standout Greyson piece is the Magic Dragon Mesh Corset Top,” says Charlie Schaefer, Founder and CEO. “A print that features a dark blue ocean met with subtle ocean monster details in a lighter blue that really ‘pop’ against the ocean. A staple of Greyson’s design that I love is when a fashion piece features a large-scale print unique to the seasonal collection; this Mesh Corset Top is one of the season’s takes on that. We love applying fashion prints to elevated pieces you wouldn’t expect.”

The second summer statement piece is the Ojai Pant, with its wide-leg cut and pleated front. Delivering a luxe, trouser-like feel—with the comfort of built-in stretch, shape retention, and sun protection—the design is a reflection of Greyson’s attention to detail and mission to meet the evolving needs of its customers.

“Every design season starts with a location as a concept,” says Schaefer. “Within that concept, our design team is drawn to the natural colors, and flora & fauna from the environment. That leads to the color palette and key fashion prints, which then get paired with specific seasonal garments and fabrics to make the design decisions that ultimately build a wardrobe. Every fabric is tested and refined through real feedback to ensure it lives up to Greyson’s standards.”

Introduced in 2022 as a key piece of Greyson’s evolution into the family lifestyle space, Greyson Women brings the brand’s signature blend of aspirational sport, wellness, and modern style to a fresh demographic. In just a few short years, the line has seen impressive momentum—earning recognition both on and off the course, and proudly worn by LPGA athletes and ‘Pack Leaders’ Alison Lee and Jessica Korda.

“Expansion into the women’s market has been a focus since Greyson was founded,” says Schaefer. “Our female partnerships are truly unique. Alison just had a baby, and Jessica has a toddler. So when you tell the story of a fierce competitor—someone who trains hard, wears the clothes, and is also a mother—it adds a whole new layer of connection. We actually re-signed Alison’s contract knowing she’d have her child in April, because for us, it’s more about the lifestyle, not just about her professional performance. It’s about real life for us.”

However, the Greyson experience wouldn’t be complete without its retail concept, known as the ‘Greyson Wolf Dens.’ Stepping into one of Greyson’s 10 stores—soon to be 11 with the new Charleston location on King Street—brings the brand to life in an entirely new way. The stores aim to seamlessly blend into the backdrop of their respective cities, from the rustic warmth of Harbor Springs to the quirky charm of New Orleans.

“We want every customer to be able to experience our brand in real life, and that goal has always been a focus of our expansion plan,” says Schaefer. “In each store, we offer seasonal Greyson products, plus limited-edition collaborations with local and national brands. Our Charleston spot will have a members-only section with exclusive bespoke capsules just for that city. We’re now a decade in as a brand, and this is only the beginning. We’re excited to keep growing such an inclusive and passionate community of Greyson fans and ambassadors.”

Explore the collection at www.greysonclothiers.com