Ian Poulter has said having his own fashion line been a dream since he took his first job selling clothes on a market stall.
Speaking to CNN, the world number 16 said: "You definitely need to have an interest in what you wear and what looks good. My philosophy has always been 'look good, play great' - it may not matter so much to others, but it works for me."
The Brit now has 1.1 million people hanging on his every word on Twitter and he has been described as the P Diddy of golf and the biggest brand in the sport, outside of Tiger Woods.
"You only have to see the ticket sales when Poulter plays in a tournament to see the power of his brand," said Neil Martin, of golf marketing firm GMS.
Poulter recently launched his brand new range of golf clothing for 2011, entitled SS11.