Why does so much golf apparel still look and feel the same?
I’ve recently started working on a golf apparel brand and would love some feedback from people who know the industry better than I do.
The idea didn’t actually come from golf. It came from spending three years living in the Netherlands and a recent trip to Copenhagen. The one thing that stood out over the past few years is how effortlessly people dress. Clothing seems to focus on quality materials, timeless designs, and clothes that look good whether you’re heading to work, a café, or out for the evening.
Bring it back to golf, I realised a lot of apparel still feels quite disconnected from that in the mass market. There are obviously some great brands out there, but a lot of what I see is still heavily synthetic and designed around bright performance fabrics, that you wouldn’t choose to wear away from the course.
What I’m exploring is a different approach:
More natural fibres such as cotton and cashmere blends. Knitwear and tops that can be worn on and off the course, designs influenced by Scandinavian and European fashion, almost that 90’s baggy look & in more recent times ‘Tommy Fleetwood’ look.
Clothing that actually looks just as good in a pub, coffee shop, or city centre as it does on the first tee.
Less focus on “performance marketing” and more focus on quality, comfort, and style.
I’m still very early in the process and currently working through sampling, manufacturers, materials, and all the challenges that come with starting a brand from scratch.
For anyone who’s launched an apparel brand or even just golfers who care about clothing, I’d love to hear your thoughts:
Is there something missing from the current golf apparel market?
Do you think golfers actually want more natural fibre options?
What brands do you think are getting this balance right?
What mistakes should I avoid as a first time founder?
Appreciate any feedback, even if it’s brutally honest.