THE BEGINNING
In 2008, Michael Moir from Aberdeen, Scotland, arrived in Bangkok, Thailand, unsure of his next chapter. An avid golfer, he joined local tournaments and corporate golf days to stay sharp and network. While he enjoyed the courses and camaraderie, he noticed a common issue—the polo shirts provided were poorly made and stifling in Thailand's sweltering heat.
Seeing an opportunity, Michael sourced a local factory to produce lightweight, breathable polo shirts for corporate golf events. The improved quality was a hit, sparking the creation of Fenix Apparel and Accessories. What began as a solution for corporate events quickly grew into a global brand, with Fenix polos found in pro shops and worn by casual golfers and touring professionals worldwide.
THE FENIX COMES TO LIFE
As the business expanded beyond Thailand, Michael identified two key markets for polo shirts: the corporate sector, catering to uniforms, client gifts, and corporate golf events, and individual consumers seeking quality polos for golf, the gym, or leisure. To address both, he split the company into two divisions: Fenix Custom, specializing in bespoke performance apparel for corporate needs, and Fenix XCell, a retail brand for everyday consumers with aspirations in golf apparel.
The golf apparel market was competitive, dominated by big-name brands. However, Michael saw an opportunity in Asia’s preference for bold, colorful designs. Fenix XCell gained recognition for its stylish, eye-catching looks, particularly its signature “Camo” designs. Today, after years of solidifying ourselves in the industry, our apparel is not only worn by professional golfers worldwide, but we also provide the merchandise and apparel for the biggest events in the golf world such as the Porsche Singapore Classic and a host of International Series events on the Asian Tour Schedule.
TEAM FENIX XCELL
Australian Scott Hend became Fenix XCell’s first global brand ambassador, embodying the brand’s bold style and outgoing personality.Competing worldwide, Hend has achieved 10 Asian Tour wins and 3 European Tour victories, earning a reputation for his relentless winning streak.
Paul Lawrie, one of Scotland’s most celebrated sportsmen for his 1999 Open Championship win on home soil, has been an integral ambassador for Fenix XCell and continues to represent our brand on the EU Legends Tour.
In 2017, we embraced our Thai roots by signing Thailand’s top-ranked golfer, Kiradech Aphibarnrat. During this time, he added a European Tour win at the 2018 ISPS Handa World Super 6, became the first Thai player to earn full PGA Tour status, and reached a career-high World Ranking of 29 in 2019. In 2024 he competed at the Paris Olympics representing Thailand and secured a tie for third place in the 2024 Saudi Open. Prom Meesawat, fondly known as the ‘Big Dolphin” and a two-time winner on the Asian tour is another of our first Thai ambassadors that helped Fenix reach international stages.
Team Fenix has been growing solidly in Thailand over the past few years with Pro players like Bank Varanyu, Tyy Suteepat, Sarut Vongchaisit and Matt Killen representing our brand on the Asian Tour, International Series and the All Thailand Tour. In the past year our international Team Fenix has been steadily growing with Europe’s leading golf coach Karl Morris joining us and European stars of the DP World Tour Tomas Gouveia and Giovanni Manzoni.
Our “Rising Stars” programme supports young golfers at both amateur and professional levels with apparel to enhance their game and confidence. Through this initiative, we aim to inspire and equip young golfers to achieve their dreams, both on and off the course, while fostering a strong connection to the game.
PRIVATE ESTATE
With over 15 years of experience in the Asian market, we recognized the need for something fresh and exclusive to break into the highly competitive apparel markets of the United States and the UK. From the start, it was clear that the refined fashion preferences of high-end country clubs in these regions were vastly different from those in Asia. In response, Private Estate was born in January 2019—a sophisticated sub-brand dedicated to contemporary country club fashion.
To bring this vision to life, we established an office in Florida and collaborated with a talented design team to create a premium sportswear and lifestyle brand. Private Estate combines luxury, convenience, and versatility, offering performance-driven apparel designed for golf, tennis, and other outdoor activities while ensuring effortless style and elegance for everyday life.
The result is a brand defined by superior fabrics, timeless designs, and unparalleled comfort and functionality. With a range of styles—from subtle and bold stripes to solid block colors and sophisticated prints—Private Estate captures a distinctly American aesthetic while appealing to a variety of tastes.
An innovative addition to the brand was the option for clients to create Private Label collections, providing a unique point of sale and enticing those hesitant to adopt a new brand. This flexibility has proven to be a game-changer, setting Private Estate apart in the market. We’re proud of the journey so far and excited to see the brand continue to thrive Stateside in the months and years ahead.
THE FUTURE
From humble beginnings in Bangkok, Thailand, Fenix XCell has grown into a global brand proudly showcasing its products on the international stage. While we remain a cornerstone of the Thai and Southeast Asian markets, our sub-brand, Private Estate, is carving a niche in the United States, UK, and Europe. At the same time, our flagship service, Fenix Custom—which started with small local corporate events—has expanded to serve thousands of companies worldwide, providing bespoke apparel for conferences, sports teams, social groups, and more. These clients trust us to showcase their brand or team identity with unmatched customization.
In addition to our three main divisions, we’ve embraced significant growth in OEM manufacturing and Private Label services, which have propelled us to new heights globally in 2023 and 2024. These offerings enable us to collaborate with a broader spectrum of businesses, delivering tailored solutions that meet their specific needs.
Our reach now extends far beyond Bangkok, with offices in St. Louis USA, Singapore, and Australia, complemented by a network of distributors and resellers spanning the globe. As we continue to challenge the industry’s biggest names, our commitment to quality, innovation, and customer service remains unwavering. At Fenix XCell, we’re not just creating apparel; we’re crafting an experience, ensuring every product exceeds expectations and leaves a lasting impression.
