AUR is the evolution of a men’s and women’s golf apparel brand that was once known as Aureus and Aurea and designed and distributed solely within Canada by Fletcher Leisure Group.  The desire to expand this extremely popular brand outside of Canada and with the idea of creating a more concise storyline, the brand(s) were renamed AUR and launched first within Canada in 2008 and then to the USA in 2011 under this new banner.  Along with the rebranding came a new positioning of a little younger brand image with technical golf fashions at a great price-point.  This revitalization gave rise to three distinct brand categories that include AUR Authentic, Active and Aware.

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