We recently connected with Kristjan Lacroix and have shared our conversation below.
Kristjan, appreciate you joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
The idea for deuXros came from a deep frustration with the lack of connection and meaning in what I wore. Fashion often felt hollow—filled with brands that didn’t represent who I was or what I stood for. I wanted something bold, authentic, and purposeful.
I discovered golf in late 2021, but it wasn’t until after my return from deployment in 2022 that it became something deeper. Golf transformed from a casual outlet into a tool for growth and resilience—a place where I could reflect, reset, and rebuild. It taught me patience, discipline, and how to stay present. But when I looked at golf fashion, I noticed a gap. The apparel felt either stiff and overly traditional or functional but uninspired. It didn’t allow for individuality—it didn’t speak to someone like me.
That realization sparked an idea: to bridge the gap between fashion and function, tradition and individuality. I wanted to create something that honored the roots of the game while giving people the freedom to express who they are.
This journey wasn’t just about clothing—it was about transformation. In 2023, I faced one of the darkest moments of my life. Coming out of that, I knew I needed to rebuild with purpose. Golf became the foundation for that journey, one swing at a time. That’s when I launched KLMulliganz in early 2024. Inspired by the “mulligan” in golf—a do-over or second chance—it reflected exactly where I was: starting over and embracing resilience.
While KLMulliganz resonated with the golf community, I realized the message I wanted to share was bigger. Second chances aren’t just for the course—they’re universal. Life is filled with setbacks and crossroads, and it’s how we rise from them that defines us. That’s how deuXros was born. The name reflects this journey, combining “deux,” the French word for “two,” with “ros,” from the Greek word “Kairos,” meaning “the right moment.” Together, it represents second chances and embracing pivotal moments to rewrite your story.
Today, deuXros tells both sides of the story. On one side is deuXros Lifestyle, a bold, versatile collection designed for anyone ready to live with purpose. These pieces transition seamlessly from the course to the city, reflecting individuality and timeless style. On the other side is deuXros Golf Club (DGC), a modern reinterpretation of golf apparel. It honors the traditions of the game while pushing boundaries, giving golfers the freedom to express themselves without losing connection to the sport’s roots.
deuXros isn’t just a brand—it’s a movement. It’s about honoring where you’ve been while boldly stepping into what’s next. Whether you’re navigating life’s challenges, stepping onto the green, or making moves in the city, deuXros empowers you to embrace every second chance and make your moment.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Who I Am
My name is Kristjan LaCroix, and deuXros is more than just a brand—it’s a reflection of my life. A life shaped by challenges, resilience, and the understanding that every setback is just a setup for a second chance. My journey has taken me through many paths—from serving in the military to finding a passion in golf to building something that represents more than just clothing. But above all, I am a father. That role shapes everything I do. It’s the reason I push forward, the reason I take risks, and the reason deuXros exists in the first place. I want to show my children that you define your own path, that setbacks don’t mean the end—they’re opportunities to grow.
How I Got Into This Industry
I didn’t come from a traditional fashion or business background. My experiences in the military taught me discipline, adaptability, and perseverance, but I was searching for something beyond that structure—something that aligned with my individuality and creative vision.
That’s when I found golf. At first, it was just an escape, a way to clear my head. But over time, it became something deeper. It taught me patience, resilience, and self-discovery—values that mirrored my own life journey. Yet, as I got deeper into the sport, I noticed that the apparel didn’t reflect the individuality and boldness that I felt within me. Traditional golf fashion was either too formal, too stiff, or completely uninspiring. It didn’t allow for self-expression, and I knew others felt the same.
At the same time, I was frustrated with mainstream fashion in general. I was tired of wearing brands that didn’t align with who I was. That’s when I realized—I could create something different. A brand that speaks to people like me, those who want style, meaning, and a sense of purpose in what they wear.
What deuXros Offers
deuXros is about movement—not just physical movement, but moving with purpose. It’s about redefining what’s possible, rejecting labels, and making your own way. We create apparel that is both elevated and versatile, blending timeless style with modern functionality. Our brand is divided into two key areas:
deuXros (Lifestyle): A bold, forward-thinking collection for people who want their clothing to reflect their values—resilience, individuality, and purpose. These are wear-anywhere pieces, designed to move seamlessly from one space to another.
deuXros Golf Club (DGC): A fresh take on golf apparel, for players who respect tradition but refuse to be boxed in by it. This line merges performance and personality, allowing golfers to express themselves without sacrificing functionality.
Every piece we create is intentional—crafted with high-quality materials, a timeless aesthetic, and a deeper meaning behind it. We’re not just selling clothes. We’re creating something that inspires and challenges people to move differently—both in fashion and in life.
The Problems We Solve
We address two major gaps in the market:
For Golfers: Traditional golf apparel lacks individuality and creativity. It often forces people into a stiff, outdated mold. deuXros redefines golf fashion by giving players an option that feels modern, stylish, and true to who they are while still respecting the game’s roots.
For Lifestyle Consumers: We provide fashion that is more than just aesthetically appealing—it has meaning. We create for people who want clothing that reflects their values, people who believe in second chances, transformation, and breaking barriers.
What Sets deuXros Apart
What makes deuXros different is its authenticity and depth. This isn’t just a clothing brand—it’s a story, a movement, and a mindset. We’re not following trends; we’re creating something timeless that resonates with people on a personal level.
We also bridge the gap between tradition and innovation—challenging golf fashion norms while remaining versatile enough for those who don’t even play the sport. Whether you’re navigating life’s challenges or stepping onto the green, deuXros is built for those who are bold enough to rewrite the rules and make their moment.
What I’m Most Proud Of
What I’m most proud of is how the brand resonates with people. This isn’t just about me—it’s about everyone who connects with the idea of second chances, resilience, and purpose. Hearing the stories of how our message inspires others is the most rewarding part of this journey.
I’m also proud of how deuXros balances both sides of the story—honoring tradition and values while pushing boundaries, embracing individuality, and redefining what’s possible. Our slogan, “Live with Purpose, Not Permission,” sums it all up—breaking labels, rewriting the rules, and empowering people to move forward on their own terms.
What I Want You to Know About deuXros
deuXros is for those who take risks, those who refuse to be defined by the past, and those who are bold enough to step into the unknown and own it. When you wear deuXros, you’re not just wearing clothing—you’re making a statement about who you are and what you stand for.
At the end of the day, deuXros is more than a brand—it’s a mindset. It’s about living boldly, moving with purpose, and creating your own story.
Can you tell us about a time you’ve had to pivot?
Pivoting is never easy, especially when you’ve put time and energy into building something from the ground up. One of the biggest pivots I’ve had to make in business was transitioning from KLMulliganz to deuXros—a move that wasn’t just about rebranding, but about ensuring the vision I had was fully realized. It wasn’t simply about changing a name; it was about aligning the brand more closely with the vision I already had, making sure it fully reflected the depth of my journey and the message I wanted to share.
When I launched KLMulliganz in early 2024, it was personal. The name came from the golf term “mulligan”—a do-over, a second chance. That concept reflected exactly where I was in life. After returning from deployment in late 2022, golf, which was already an outlet, became something deeper, a space where I could reset and rebuild. But it became more than just a game—it became a metaphor for resilience. Every round, every shot was an opportunity to start fresh. KLMulliganz embodied that mindset, and it resonated with people who understood the power of second chances.
As the brand grew, so did the community around it. The message was strong, but I realized it was too narrowly focused on golf. The concept of second chances, reinvention, and resilience was far bigger than the sport. People from all walks of life connected with that idea, and I knew I needed to evolve the brand into something that could reach beyond the fairway.
The shift to deuXros wasn’t easy. There was hesitation—was I pivoting too soon? Was I abandoning something before it had the chance to grow? KLMulliganz was still in its early stages, and shifting gears so quickly felt like a risk. Looking at the bigger picture, I realized that staying where I was would have limited the brand’s potential. The challenge wasn’t just rebranding—it was evolving an already growing brand while keeping the community engaged and ensuring the foundation I had built remained strong. It meant rebranding an already growing brand, ensuring that the community I had built remained connected, and redefining our entire identity. It wasn’t just a name change—it was a complete transformation of our message, design, and purpose. But I believed in the vision. The name deuXros was intentional, a fusion of:
“Deux” (French for “two”), representing second chances.
“Ros” (from the Greek word Kairos), meaning “the right moment.”
The “X” symbolizing crossroads—the defining moments where choices shape our path.
This evolution allowed deuXros to grow beyond golf, turning it into a brand that represents resilience, reinvention, and personal transformation. It became a platform for those navigating change, embracing second chances, and forging their own path. It became more than just golf—it became a movement for those navigating their own crossroads, embracing second chances, and defining their own path. While deuXros Golf Club (DGC) remains a core part of the brand, the lifestyle side now speaks to anyone striving to live boldly, embrace individuality, and move with purpose. The brand is about breaking molds and redefining identity—giving people the freedom to express who they are without being confined by outdated expectations., creating timeless pieces that transition effortlessly from the course to the city—or wherever life takes you.
More than just a business move, this pivot was deeply personal. It reinforced that second chances aren’t just something you believe in—they’re something you live. It showed me that pivoting isn’t about starting over; it’s about growing, evolving, and stepping into something greater while staying true to your purpose.
Looking back, transitioning to deuXros reinforced an important lesson—pivoting isn’t about abandoning what you’ve built; it’s about refining it, staying true to your vision, and having the courage to make the necessary adjustments to reach your full potential. It allowed the brand to expand its reach while remaining deeply authentic to my story. This experience shaped how I approach business, creativity, and life itself. It reminded me that pivoting isn’t just about strategy—it’s about having the courage to embrace change and take the next step forward.
Any fun sales or marketing stories?
One of my most memorable marketing moments—and a defining point for my brand—was the lead-up to the first golf tournament and mixer I hosted. At the time, it was a wild idea—most brands in their first few months are focused on product drops or building an online presence, but I decided to throw a full-scale event just four months in. It was ambitious, risky, and completely unconventional, but I saw it as the best way to build something real and connect with people face-to-face. It was a bold move for a brand still in its first year, but I saw it as the perfect opportunity to bring people together, introduce them to what KLMulliganz (now deuXros) stood for, and build a community around something bigger than just apparel.
But about three weeks before the event, I was in a tough spot. Sign-ups were low, and I was unsure how I’d cover all the costs. The thought of canceling crossed my mind more than once—I didn’t want to risk the brand’s reputation if the event flopped. It felt like I had taken on too much, too soon.
That’s when I made a risky but necessary decision: I decided to appear on Good Business San Diego, despite my hesitation. Not only was I unsure if it would pay off, but I was also extremely nervous about public speaking on that kind of platform. It was completely outside my comfort zone, but I knew I had to push through and do whatever it took to achieve my goal.
That decision changed everything. The TV appearance gave the event the exposure it desperately needed. It gave me a platform to share my story and the mission behind the brand with a much wider audience. People connected with the message—second chances, resilience, and bringing something fresh to the game of golf. After the segment aired, sign-ups started rolling in, and for the first time, I felt the momentum shift.
On the day of the tournament, everything came together. People weren’t just there to play golf—they were there to connect with the energy and vision of the brand. The mixer afterward was the real highlight—people mingling, sharing their own stories of resilience, and embracing the sense of community we had built. It wasn’t just an event—it was an experience that truly reflected what the brand stands for.
Looking back, that combination of hosting the tournament and mixer and taking the risk to invest in the Good Business San Diego appearance was a game-changer. It reinforced an important lesson: believing in your vision and taking calculated risks, even when the odds feel stacked against you, can lead to transformative results. That day wasn’t just about golf—it was about building something bigger—a brand and a movement rooted in purpose, resilience, and bold action.
Contact Info:
- Website: https://www.deuxros.com
- Instagram: https://www.instagram.com/deuxros_/
Image Credits
James Skeet (82Visuals)