The Parker Story
Nick Parker is the founder of Nicholas James — a premium golf and lifestyle apparel brand designed specifically for men 5’9″ and under. A longtime menswear expert and former high-end golf shop buyer, Nick spent years tailoring clothes that never quite fit—until he decided to build the brand he always needed.
After college Nick became an Assistant Golf Professional at a club in Darien, Connecticut, where he managed the retail operation and honed his expertise in men’s apparel.
While then working for Bobby Jones he helped create a Big & Tall division, when he recognized a significant gap in the market—there was no equivalent dedication to shorter men.
Standing 5’6″ himself, he launched Nicholas James to bring refined style, elevated craftsmanship, and precise proportions to a historically overlooked segment. With a focus on confidence, quality, and timeless design, Nick is reshaping the standard for shorter men in fashion. His approach combines personal insight with deep industry experience
The James Pathway
I was born from a lifelong passion for premium menswear and a desire to solve a problem often overlooked by the fashion industry. It all began in the golf shops of private country clubs, where I spent my early years immersed in a world of high-quality apparel.
These spaces were more than just retail environments—they were places where I cultivated an appreciation for premium craftsmanship and timeless style.
After college, I took this passion further, becoming an Assistant Golf Professional at a club in Darien, Connecticut, where I managed the retail operation and honed my expertise in men’s apparel. It was during this time, while helping launch a Big & Tall division at Bobby Jones Sportswear, that I recognized a significant gap in the market—there was no equivalent dedication to shorter men.
As someone standing 5’6″, I knew firsthand the frustration of searching for well-fitting, off-the-rack clothing that met the standards of the premium brands I admired. I wanted high-quality garments that reflected the sophistication of pro shops and specialty stores but tailored to my stature.
Fueled by this insight, I set out to create Nicholas James: a brand that delivers exceptional craftsmanship, timeless design, and—most importantly—a fit that empowers shorter men to look and feel their best. Every piece is thoughtfully designed to meet the unique needs of men under 5’9″, blending premium materials with impeccable proportions.
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What was the genesis for Nicholas James?
I grew up working in golf pro shops and eventually went to sell for a premium apparel manufacturer, so I’ve always had this affinity for nice clothes.
But, as someone that’s 5’6”, it’s been a constant struggle to find clothes that fit well off-the-rack, as “regular size” brands design apparel using a fit model that’s typically around 6’2”.
I created Nicholas James to give shorter guys a premium option that fits well and inspires confidence – without the expensive need for tailoring.
What separates your efforts versus others in the highly competitive apparel category?
We work with many of the same mills and factories as other premium brands, but we make our clothes in a proportionate fit for the 47% of men that are under 5’9”. So, shorter guys get the same great look and feel as they would from brands sold in country club pro shops, but in a fit that is flattering for their frame.
We live in the “instant gratification” age, guys don’t want the added time or costs associated with tailoring. Our products fit great, and look great right out of the box.
You wake up in the morning — what’s the driving passion?
A former classmate of mine is an instructor on The Champions Tour, and he’s short like me. He recently tried our polos and said it’s the first time in his 20+ year career that he’s worn a golf shirt that doesn’t hang to his knees. I want to expose others to that feeling, as it was hugely satisfying the first time I put on clothes that actually fit well.
How has the apparel market transformed itself in the post pandemic time frame?
I think the confluence of Digital Marketing, SaaS platforms like Shopify, the rise of Influencers, and a consumer more comfortable buying online have led to significant changes in the overall go-to-market model for apparel brands.
These factors make it possible for niche brands like mine to compete and win in this highly competitive space.
In approximate percentages – what are your sales figures in the following areas — green grass shops, brick and mortar outlets and online?
We launched as a direct-to-consumer brand for several of the reasons mentioned above – it’s just easier to find niche clients via digital tactics.
That said, we’ve had great interest from specialty stores and golf shops. Online is about 80%, with15% from specialty retailers, and a small but growing percentage comes from green grass shops.
We’re currently doing “trunk shows” for some golf clubs in the Metro New York area, and will look to ramp that up as the feedback’s been terrific.
Who is your customer?
Our customer is the guy that likes the look and feel of the brands sold in his club pro shop, or favorite men’s store, but just wished they fit him better. Our aesthetic is pretty timeless, with a focus on premium fabrics and understated details.
Companies routinely tout the importance of customer service. Define the term and the manner by which you go about fulfilling it.
I spent a number of years working for Sam Wiley, the PGA Professional at Wee Burn Country Club. He’s an expert at leading Service Driven Organizations.
For us, the annual member-guest, was our Super Bowl. We had 72-guests in from many of the nation’s top clubs. One thing the entire staff did was learn the names of every guest and their club, so that we could refer to them by name throughout the week.
Executing this well led to a “feeling” that was priceless for the member, the guest, and our team. I’m trying to create those “feelings” for our clients. A good fit in combination with high-quality materials are foundational.
Strong communication and the ability for clients to influence product design, and feel heard for the first time when it comes to their apparel will be critically important for us as we grow.
Customer feedback is a critical dimension for company growth. How do you go about cultivate such feedback and how such information shape future product efforts?
The launch capsule was really designed with me in mind. What are the biggest challenges I have as a 5’6” man, and how do I go about solving them. Now that we’re in market, the goal is to shift beyond my needs, and carefully listen to what customers are asking for. I’m not a designer; I come from a commercial background.
So, I don’t have an ego when it comes to product design. Rather the goal is to make apparel that empowers shorter men to look and feel like the best versions of themselves. Harnessing customer feedback, via our digital properties, and meeting face-to-face with clients will ensure we create products that shorter men love.
Biggest challenges – short and term facing the company — and the strategic decisions you’ve made to deal with each.
Reputation and awareness are always challenges for an emerging brand in a niche market. We’ve worked hard on the brand narrative, so that we understand the unique value we offer in a highly competitive marketplace.
Now it’s about telling that story through as many mediums as possible. Secondly, when you sell a physical product, you’re always going to have capital requirements to fund inventory and you have to manage cash flow.
Our ability to shift from a direct-to-consumer to a more blended go-to-market model that includes green grass shops and retail, will enable us to “pre-sell” goods, which will help with these issues.
Best advice you ever received – what was it and who was it from?
As it pertains to Nicholas James, the best advice was to be patient and deliberate about growth and adding new SKU’s or product classifications. John Bourne from Holderness & Bourne has been very kind to offer his advice and guidance from time to time.
The gist of his advice was “if you have strong demand and not enough inventory, you miss out on a few sales — no big deal. But, if you have weak demand and too much inventory, that can really sink you.”
I’m fairly impatient and I want to have a full “collection,” so I think about that advice often and it helps me remember it’s a 72-hole event and not an 18-hole qualifier.
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