The idea seemed pretty simple: How do we get one of our editors, who spends a fair amount of time on video talking about golf, to not look like he showed up on camera straight from hitting a small bucket?
Nothing against Alex Myers, whose personal style might have been described as "whatever's clean," but he needed help. And fortunately, the experts one floor up at GQ were in a position to step in.
The resulting video covers Alex's transformation over the course of an afternoon under the direction of GQ fashion editor Lucy Armstrong. The objective was not just to score Alex some new threads, but to educate golfers everywhere about those minor style tweaks that can end up going a long way.
To put it in golf terms, it's like we were looking for 20 more yards without forcing him to change his clubs or his grip. Did we succeed? Well, here's how Alex started the day:
And this is how he ended it:
Not bad, but to see how he got there, you need to see the full video of Alex's GQ Makeover. Have a look: