The players may wish for bright, warm, windless conditions each year at the venerable and unpredictable British Open, and galleries may shiver in their soggy Wellingtons with the thought of another windy, wet day on the links.

But apparel companies pray for wind and rain and cold.

Are the sartorial sages of golf evil sadists? Not really (aside from maybe one or two of them). What they want, though, is a chance to preview their fall and winter lines for the television audience back in the U.S.

See, they’ve had all spring and summer to show off their high-tech, sweat-wicking shirts, and their earth-friendly organic cotton shirts.

By July, though, they want to strut their cold-weather gear.

For example, Dunning Golf has clothed their highest-profile Tour player, Masters Champion Zach Johnson, in their new Dunning Tour Stretch line ($130-$190), which, according to the company, “provides protection from both rain and wind when playing in hash conditions. Waterproof for up to six hours, the entire shell uses four-way stretch fabric to completely conform to the movements of the body, while a lack of excess material gives a clean, streamlined appearance. Quiet and fully seam-sealed, it features a mesh lightweight liner that wicks moisture to maintain a pleasant inner climate.”

If I were playing in The Open Championship in the conditions we’re witnessing so far, I’d bundle up in Dunning’s Merino wool Thermal Performance Wool Sweater ($250), and cover that up with the Sunice Hurricane Ultimate Gore-Tex jacket ($350). Although it’s a bit crinkly, this light-weight beauty is waterproof in “very intense precipitation,” windproof, and yet completely breathable.

My favorite feature is a little towel that snaps into the pocket on a short tether, perfect for cleaning your ball, and even drying hands and grips.

Yes, I’d be styling. Of course, I’d shoot about 120, but I’d be warm, dry, and stylish doing it.