The Journey To Lifeleisure™

The Story Behind Lifeleisure™ With CEO, Tom Underwood

What originally inspired the idea behind the term Lifeleisure™? Was there a moment when it just clicked?

The idea really came from a desire to be different. When we first entered the golf space, there was a clear gap—no one was offering true athleisure wear in a premium golf setting. It was the perfect moment for us to introduce apparel that could be worn athletically or leisurely. We were the first to really bring that type of product to high-end golf clubs, and it opened a lot of doors for us. 

As more brands began to follow, we realized we needed to evolve. We weren’t just another new apparel company offering something for both on and off the course—we were building a lifestyle. Lifestyle brands were showing up in golf, but they were mostly focused on premium aesthetics, not versatility. 

I looked at our product and saw something more: fabrics designed for performance, with the feel and look of premium leisurewear. That’s when the idea for Lifeleisure™ came together. It’s two words that represent everything AndersonOrd stands for—a premium lifestyle and the ease of leisure, brought together in one concept.

“Lifeleisure is where premium comfort meets effortless style—designed for those who live, work, and unwind with sophistication and ease.”

Was there something missing in the clothing space that led you to create Lifeleisure™? What gap were you trying to fill?

We weren’t trying to fill a gap—we were adding a lane. Our product didn’t look or feel like anything else in the space, and we needed a way to showcase that. Lifeleisure became the answer. It gave us a new lens to show who we are and what makes us different.

Do you remember the moment the name Lifeleisure™ came to you? Was it spontaneous or intentional?

There wasn’t one lightbulb moment. It was more of a process—something I was intentionally working through. I knew we needed a name that captured who we were becoming, something inclusive and fresh. When Lifeleisure finally came together, it just felt right.

How did the term evolve from a concept into something that now defines the AndersonOrd brand?

The truth is, the name fits us perfectly. It describes our product, our culture, our lifestyle. Once we landed on it, trademarking Lifeleisure™ was a no-brainer. We knew we had something special. It solves a real problem and creates a new kind of excitement around what we’re doing.

What does Lifeleisure™ mean to you on a personal level?

For me, it’s about balance. I’ve always been searching for a word that fits not just our product, but our lifestyle and mindset. Athleisure never quite did it justice. Lifeleisure™ captures our casual presence and our driven, focused approach to work. It speaks to the person who wants comfort without giving up refinement. Personally, I wear our product in almost everything I do—it's simple, elevated, and exactly how I want to show up in life.

Did you have a particular person or lifestyle in mind when you coined the term?

Definitely. I was thinking about the kind of person who’s proud of what they wear, but also proud of what they’re doing. Our customer wants to feel confident in any setting, without compromising comfort. Wearing Lifeleisure™ means choosing something different—and in this case, different is a good thing.

Did you ever doubt the term would resonate? Or did you know from the start that it had something special?

Of course there were doubts. When you’re building something new, that comes with the territory. But once I explained the concept to the team, everyone saw the potential immediately. It’s a simple word, but it means everything to us. We believe in it—and more importantly, we believe in where it’s taking us.

Now that Lifeleisure™ is trademarked, how does it feel to see something you created officially recognized?

Honestly, I’m proud. Being the first at anything is always hard, but it also comes with huge opportunity. Our team is excited, our direction feels clear, and this gives us space to create something lasting. That’s what we’ve always done at AndersonOrd—create. Lifeleisure™ is just the next step in that journey.

Where do you see Lifeleisure™ going in the future—as both a category and a philosophy?

Just like athleisure grew into its own category, I believe Lifeleisure™ will do the same. I fully expect others to follow, but we’re proud to be the ones leading. This isn’t just about creating clothing—it’s about creating a movement.

“We don’t have competition because we’re not competing in the same game as anyone else.”