In the vibrant world of golf, R. Shawn Summerville, the President & CEO of Ebony Greens, LLC, is making waves with a unique vision that goes beyond just fashion. Summerville shares insights into his journey, the inception of Ebony Greens, and the challenges and triumphs of running a business rooted in inclusivity and innovation.
Summerville’s journey into the golfing world began about a decade ago, and it sparked the creation of Ebony Greens, LLC in 2021, officially registered in 2022. Ebony Greens, LLC operates as the golf apparel arm of Summerville Enterprises, LLC, aiming to be a premier Black-owned golf apparel enterprise. Summerville, a 57-year-old entrepreneur from Louisville, Kentucky, is the sole owner.
Inspiration for starting Ebony Greens was rooted in a quest for more exciting and diverse golf attire. Fueled by the age-old adage, “necessity is the mother of invention,” Summerville recognized the need for innovation in fashion within the golfing community, particularly for African Americans. Ebony Greens, therefore, not only addresses the fashion gap but also advocates for inclusivity and invites the African American community to actively shape the narrative of golf culture.
The name ‘Ebony Greens’ was carefully crafted to embody the essence of the African American community. Facing legal challenges with the original business name, Summerville sought the expertise of VaShaun Nicole Consulting, leading to the birth of Ebony Greens. The name symbolizes strength, unity, and eco-consciousness, aligning perfectly with the brand’s commitment to diversity and its catchy and fun vibe.
Ebony Greens distinguishes itself through a unique approach grounded in five pillars:
- Ebony on the Greens: Championing affluent Black and minority golfers, fostering a movement that emphasizes heritage through ambassadorship.
- Ebony Everywhere: Utilizing a bold social media strategy to position the brand where its demographic resides, ensuring high visibility and engagement.
- Ebony, Educated: Delving into the brand’s rich golf history and cultural significance, offering educational content beyond apparel.
- Ebony Environmental: Reinforcing a commitment to sustainability, aiming to minimize waste in production, packaging, and clothing usage.
- Ebony Eni-Verse: Introducing novelty apparel and golf characters to spark youth interest in golf, establishing a connection between the brand’s exclusive wear and the broader golfing industry.
This holistic approach sets Ebony Greens apart, combining cultural resonance, environmental responsibility, and community engagement.
Summerville outlines Ebony Greens’ growth strategy in quarterly phases, emphasizing local market research, partnerships, capacity building, and continuous product improvement. The strategy integrates market expansion, community integration, and sustained product growth, with participation in industry events and securing brand ambassadors.
Launching and operating Ebony Greens posed initial challenges due to Summerville’s lack of a fashion background. To overcome this, he built a support team, including an executive assistant, graphic artists, designers, manufacturers, advisors, and the experienced talents of Elle and Reid Consulting. Ongoing challenges include the need for a robust social media strategy and funding, which Summerville is addressing for sustained growth.
A Catalyst for Community Involvement
Ebony Greens aims to be more than just a clothing brand. Summerville envisions it as a catalyst for African American community involvement in golf, both as a sport and a business. The brand aspires to collaborate with small businesses, corporations and not-for-profit agencies to foster growth and inclusivity
Thus, Ebony Greens is not just a golf apparel brand; it’s a movement that seeks to redefine the golfing experience, champion diversity, and create a lasting legacy in the world of golf. As R. Shawn Summerville leads Ebony Greens into the future, the brand stands as a testament to the power of innovation, inclusivity, and the transformative potential of fashion and sports. Learn more about Ebony Greens at Ebony Greens, LLC. Follow them at Facebook:ebonygreensTM
