The Fenix Story
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Fenix origins
In 2008, while playing golf in Bangkok, Michael Moir was frustrated by the uncomfortable, low-quality polo shirts handed out at tournaments, especially in the hot, humid climate. This inspired him to create a more breathable, comfortable golf shirt that would improve performance and comfort for golfers in extreme conditions.
Michael saw an opportunity to improve golf apparel and quickly sourced breathable, high-quality polos for corporate golf events, leading to strong customer demand. This sparked the creation of Fenix Apparel and Accessories, which grew into a global brand worn by both casual golfers and professionals.
Fenix Comes To Life
As the business grew, Michael identified two key markets: the corporate sector for custom polo shirts and individual consumers seeking quality leisurewear. To serve both, he split the company into Fenix Custom for corporate clients and Fenix XCell, a retail brand targeting everyday golfers and casual customers.
Michael saw an opportunity in the Asian market, where golfers favored bold, colorful designs, and Fenix XCell became known for its eye-catching, stylish apparel. Brand Ambassador Scott Hend helped boost the brand's visibility, particularly during the 2016 BMW PGA Championship, when he wore Fenix XCell's signature "Camo" designs.
Future Growth
Fenix XCell began as a small operation in Bangkok, primarily serving the local market, but has since evolved into a dynamic international brand with a focus on expanding our custom private label business and broadening our distribution network. Over the years, we’ve steadily built a reputation for delivering high-quality, bespoke apparel solutions to corporate clients, sports teams, and organizations globally.
Our growing network of US based corporate partners is a testament to the demand for our products, and our continued success is driven by our commitment to innovation, quality, and customer satisfaction. As we look to the future, we are excited to expand throughout the United States and continue to refine our offerings, ensuring that Fenix XCell remains at the forefront of the global sports apparel and custom apparel industries.
