GBR Pro | Golf Gets Groovy: Non-Golf Brands & Cultural Influences Take Over Fairway Fashion
From Lee Jeans to Louis Vuitton, How Golf Apparel (and Beyond) is Evolving for a New Generation with Malbon, Bogey Boys, Metalwood, Robin Golf & More!
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Golf, once known for its exclusive traditions and conservative style, is experiencing a transformative wave. In recent years, the golf industry has seen an increasing number of collaborations with famous fashion designers, aiming to blend style and functionality in golf apparel and accessories. These partnerships have not only brought fresh and innovative designs to the market but also expanded the reach of both designers and golf brands.
One notable example is the collaboration between TaylorMade and Ronnie Fieg’s Kith that we mention some weeks ago. This partnership resulted in a limited-edition collection featuring golf bags, apparel, and accessories that combined Kith’s streetwear aesthetic with TaylorMade’s high-performance gear. The collection was well-received, highlighting the successful fusion of fashion and sport.
Another prominent collaboration is between Peter Millar and G/FORE. Peter Millar, known for its high-quality menswear, bought G/FORE to create a line of golf apparel that offers both style and technical performance.
Similarly, the designer brand Original Penguin has made significant strides in the golf apparel market. Their golf collection features contemporary designs with a nod to vintage styles, appealing to golfers who appreciate both functionality and retro aesthetics.
More recently, the influx of non-golf businesses into the golf apparel market has disrupted the traditional norms, introducing a variety of brands that cater to a new generation of players. This shift is making golf more inclusive, stylish, and accessible. Let’s delve into the details and explore the key players shaping this transformation.
The Rise of Non-Golf Brands in Golf Apparel
The Trend and Its Impact
Over the last decade, many non-golf apparel companies have started creating golf-specific collections. Brands like Lululemon, Palace Skateboards, and Uniqlo, which had little to no presence in golf, are now significant players in the market. This trend has pushed golf to evolve, attracting new participants and broadening the sport's appeal.
The Surge in Golf's Popularity
Golf is experiencing a renaissance. The National Golf Foundation reports a continuous increase in traditional golfers for the past six years. In 2023, the sport saw the largest single-year net gain in on-course participants since the "Tiger Slam" era in 2001. This resurgence is not merely about the sport itself but also about its culture and lifestyle, which have become more appealing to a broader audience. The shift towards casual and athletic apparel that transcends the golf course has made golf gear a versatile wardrobe choice, fitting seamlessly into everyday life.
Cultural Influences and Streetwear
Cultural moments and influencers play a crucial role in redefining golf apparel. Tyler, the Creator, for example, has collaborated with brands like Louis Vuitton and Lacoste, owning streetwear labels such as Golf Wang and Golf Le Fleur. Similarly, Eastside Golf, founded by Olajuwon Ajanaku and Earl Cooper, integrates golf into its storytelling, appealing to a diverse audience and collaborating with the Jordan brand.
The New Golf Experience
Entertainment venues like Topgolf, Drive Shack, and Popstroke have democratized golf, making it accessible to a wider audience. Topgolf's "Come Play Around" campaign showcases diverse participants enjoying golf in a fun, social setting.
While new brands are making golf more accessible, the cost of entry remains high. Robin Golf's club sets, for example, are priced around $800. Efforts are ongoing to make golf more inclusive, with companies exploring ways to support female players and foster diversity in the sport
Brand Spotlights: The List (With All The Details) You Don´t Want to Miss
Lee: From Denim to the Fairways
Background: Known for durable denim, Lee has ventured into golf apparel with the Lee Golf series.
Products: The collection includes short sleeve polo shirts, flat front chino shorts, and five-pocket pants.
Price Range: $20 to $48.
Availability: Walmart and Lee's website.