Coachella Valley, CA (March 18, 2025)– Filium is making waves in the world of high-performance apparel with the launch of its exclusive Filium-activated ParX pop-up at the renowned Lady Golf the Fashion House boutique in Coachella Valley, the mecca of the golf world. The pop-up is now open and will run through the end of April, offering golf enthusiasts and fashion-forward consumers a firsthand look at the cutting-edge technology and sustainable innovation behind ParX apparel.
Filium-activated ParX technology represents the future of fabric innovation—combining performance, sustainability, and effortless wearability. Designed for active lifestyles, Filium-activated apparel repels liquids, resists odors, and remains breathable, all while maintaining the natural feel of premium fabrics. This innovative treatment enhances garments without sacrificing comfort, style, or environmental responsibility, making them an ideal choice for golf, leisure, and travel.
The pop-up is hosted at Lady Golf the Fashion House– The Fashion House, an exclusive women’s sportswear boutique known for its curation of high-end, one-of-a-kind collections from across the globe. Located in the heart of Coachella Valley in Palm Desert, home to world-famous music festivals and elite golf events, Lady Golf the Fashion House has been a premier destination for sophisticated, performance-driven apparel for over two decades.
Princess Karen Cantrell, founder of Lady Golf the Fashion House, is a pioneer in luxury retail, women’s sportswear, and philanthropy. With decades in high-end fashion and sports, she established Lady Golf the Fashion House in Palm Desert, California, as a premier destination for sophisticated, performance-driven apparel. A former Director of Couture at Saks Fifth Avenue, she has elevated women’s golf and equestrian fashion, bringing exclusive European and American designer labels to a global audience. Beyond retail, she champions women’s empowerment in sports and business, earning honors like the President Call to Service Lifetime Achievement Award. She also serves as Chairman of the United Nations Association of the Coachella Valley, furthering her commitment to global advocacy and community engagement. Through her leadership, Lady Golf the Fashion House continues to redefine luxury performance wear.
“ParX is the first brand to bring to the golf industry high-performance, all-natural, and versatile apparel with a high level of sustainability, thanks to its exclusive Filium technology,” said Princess Karen Cantrell, Founder of Lady Golf the Fashion House. “Filium takes natural fabrics and turns them supernatural—creating apparel that’s odor-resistant, stain- and liquid-repellent, and thermoregulated for better breathability. These features aren’t just innovative; they redefine what high-performance apparel can be. I’ve never seen one material technology provide so many benefits in a single collection. We live in a world today where we need clothing technology that can meet ever changing climate and that is what Filium provides with ParX apparel.”
The Filium-activated ParX pop-up at Lady Golf offers an exclusive selection of apparel, designed to elevate performance, withstand the elements, and maintain effortless style. Guests will have the opportunity to experience this groundbreaking technology firsthand and discover how ParX apparel seamlessly integrates into both sport and everyday life.
“At Filium, we believe in pushing the boundaries of performance fashion while staying true to sustainability,” said Raj Shah Co-Founder and CEO at Filium. “Partnering with Lady Golf to bring ParX to Coachella Valley is a testament to how innovation and luxury can coexist. Golfers and active individuals no longer have to compromise between style and function—ParX delivers both with unmatched technology and design.”
This collaboration marks a new era in sustainable performance fashion, where advanced fabric technology meets timeless design—all in the heart of Coachella Valley.
