We buy golf products for a lot of different reasons. Certain clubs might help us hit the ball farther; some balls might fly a little straighter. A lighter-weight bag might ease the strain on our shoulder, while certain shirts are designed to keep us cool and dry. Sometimes, though, we just don’t care about all of that. We just want to look cool. For those times, we’re thankful for Alias Footwear. Based in a town that is practically the epitome of West Coast “cool,” Santa Cruz, Calif., Alias has injected life into the standard golf shoe, stripping away the classic hard-exterior, thin-laced look that has dominated the past 100 years in golf shoe design, and replacing it with stylish, comfortable shoes that are practically indistinguishable from everyday footwear. It’s more than just the local surf-and-skate crowd that’s taking notice, too. The Professional Golf Teachers’ Association of America called one Alias model, “The Most Comfortable Shoe Ever Made,” while leading industry website GolfIndustryOnline.com rated Alias’ brand-new 2008 model, the waterproof “Limo,” one of the “Best of Show” products at the 2008 PGA Show in Orlando. It’s OK if you can’t resist removing the cleats and wearing them as everyday shoes as well … we couldn’t resist, either. Check out the Limo and other models at www.aliasfootwear.com.