Check out photos of Tiger Woods’ new apparel brand, Sun Day Red

Tiger Woods announced his new apparel brand, Sun Day Red, on Monday night in Los Angeles.

The brand, which was created in partnership with TaylorMade, launches May 1 and promises to “bring a new and elevated standard to performance wear and luxury lifestyle fashion,” says a company release.

Initial pieces will feature “never-seen-before patterns, fabrication, and technical detailing” and include not just versatile performance wear but also luxury logo tees, fleecewear and hats. Future plans are for women’s and children’s line, as well as footwear.

“I have learned so much over the years and have a lifetime of experience adjusting my apparel and footwear to help me play better based on the way it was constructed,” Woods said. “There are things that I could tell you that no one knew I was doing over the years. I’m ready to share those secrets with the world. Sun Day Red will embody a love of playing and competing, and we are for people that share those values, whether it’s on the course, or in life. We will be anchored to putting the athlete first in the product decisions we make.”

So, what about the logo and the name?

The logo is a 15-striped tiger representing Woods’ major victories. The name intentionally turns Sunday into two words because “there’s a special power in 3’s.”

“Calling it Sun Day Red was a fun way for us to create something completely different and unexpected,” the company says.

Here is a look at a few pieces: