Alex, Emma and Prue Fairway Fashion: Three St Margaret’s Alumnae Redefine Women’s Golf Wear

Three St Margaret’s College alumnae, Alex Hazlett (Year 9 2008), Emma Henderson (2010), and Prue Murdoch (2010), were catching up on the course when a shared frustration surfaced. Women’s golf clothing, they realised, hadn’t caught up with the modern game. The style was dated, the fit uninspired, and the value questionable. For many women, the unspoken rules around etiquette and attire remained a barrier to even picking up a club.  Rather than shrug it off, they decided to take a swing at the problem. The result was Fox and Birdie, a women’s golf apparel brand blending performance with everyday style. As they put it, it’s about clothing that takes you seamlessly “from nine holes in the morning to lunch at the café by midday.”

Community. Sustainable. Timeless. That’s how the founders describe Fox and Birdie’s personality. Every design choice is linked to these values, whether it’s ensuring pieces can be worn season after season, fostering a sense of belonging in what has traditionally been a men’s game, or integrating sustainability into every step of the production process. “Our apparel is made by women, for women,” says Alex. “From the designers to the suppliers, it’s been women shaping every stage of the journey. That perspective matters.”

Launching their first collection while based in the UK, the trio wanted a slice of New Zealand woven into the brand’s DNA. The answer was merino, the wool they grew up wearing. Lightweight, breathable, and naturally temperature-regulating, it’s as practical on the back nine as it is stylish at brunch. “Merino has become a defining point of difference for us,” says Prue. “It’s functional, sustainable, and deeply connected to where we come from.”

Starting a brand comes with its challenges, but each alumna has taken something unique from the experience.

Alex: “I wouldn’t say I wish I knew anything earlier. Learning along the way has been the point. Honestly, the best part has been working with Prue and Emma – we laugh a lot.”
 

Emma: “Resilience isn’t optional; it’s essential. Every setback has a solution, and finding those workarounds is what keeps us moving forward.”
 

Prue: “I’ve learned the beauty of letting things evolve. You can be organised in the background, but the opportunities that pop up often shape the most exciting parts of the journey.”
 

Currently, Fox and Birdie is available exclusively online, but the team are already in talks with pro shops and retailers across New Zealand. Their dream? To see their apparel worn by Dame Lydia Ko, a role model who has paved the way for female golfers worldwide.