Our story

Designed in Detroit

Our Story

LATONA is more than just about building a great golf apparel brand for women, it is a movement. LATONA is on a mission to introduce true fashion to women’s golf apparel. A mission to get more women on the course and to ultimately drive the conversation, as to what is “acceptable” on a golf course for women. After 20 years of searching for a decent golf outfit, that not only fit her body in a way that she could appreciate, or a golf shirt that better represented a fashion forward, modern, athletic woman, our founder, Stacey Latona, was exhausted waiting for someone else to get it right. “It’s not about bucking tradition; it’s about evolving our choices. We need an overhaul; and women have been underserved with golf apparel options, for way too long.”

Stacey has been picking up clubs to get equal time with CEOs in the business world for over 20 years and she knows how important it is for more women to do the same. That said, we do not need to look like men to compete. Frankly, when women feel good, we own our power and there is no competition. Whether you are 18, 80 or somewhere in between, LATONA is building a premier, fashion-forward, performance brand in which you will feel more confident wearing. Get ready to help LATONA change the face of what women wear on the golf course. You can have classy, sporty, sexy, and functional in one garment. And you will now! Welcome to the LATONA movement.

From the Founder

“Women have been underserved in the golf apparel industry for far too long. Not one woman should have to sacrifice her personality, sense of fashion, femininity and quite frankly, her sexiness to step on the golf course!”
Stacey Latona
Founder & CEO

Founder & CEO

Our Team

Stacey Latona

Founder & CEO

Stacey started her career as an on-air personality in the broadcast industry at 18. After 8 years on-air, her passion for sports finally led her to the Detroit Red Wings where she spent 5 years as a Corporate Partnerships Sales Manager. When she heard that Rocket Mortgage was bringing a PGA TOUR event to Detroit, she wasted no time making her next move. Stacey’s entrepreneurial drive began when she co-founded The Detroit Pride Cheerleaders, the “unofficial” Lions’ Cheerleaders, finally giving Detroit fans something to cheer about! Her interest in the fashion industry started with the launch of her maternity wear line. Opting to highlight the belly, rather than hide it under a tent of material. So it is no surprise that with her background, a combined love of fashion and golf, and simply, done trying to find a decent golf outfit. Stacey took on that mission herself. “LATONA” was born.

Sarah Torres

Sarah Torres holds an MBA from Eastern Michigan University and, over her 10-plus years in the accounting field, has served as an accountant, operations accountant, payroll accountant, senior accountant, accounting manager, and financial controller. In her role as co-founder and CFO of AriaLab, LLC, Sarah specializes in providing expert support and services across a wide range of financial needs including bookkeeping, accounting system setup and optimization, cost- and managerial- accounting, inventory control, payroll management, cash-flow management, and fractional CFO services.

Sydney Gayman

Sydney has become a key player at LATONA Golf in a very short amount of time. Her organization skills, attention to detail and computer savvy has made her a person the LATONA team depends on. Sydney began her career in the retail sector where she gained extensive knowledge in customer service, clothing sales and an understanding of what makes women feel good in fashion. She was heavily involved in e-commerce retail and shipping and her ability to style women of all shapes and sizes made her a sought-after team member for Madewell Corporate. While developing a deeper understanding of her next career move, Sydney went to work for Rasor Law Firm to determine if Law school was in her future. She quickly became a valued member of the firm and took on many duties including becoming the firm Social Media coordinator. After graduating from Oakland University with a bachelor’s degree in English, Sydney plans to return to school to obtain her master’s degree in Behavioral Psychology. Sydney serves as the Operations Manager for LATONA Golf, her work ethic and willingness to dive in with whatever task is needed makes her an integral part of our launch and ultimately the brand’s success.

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