HITTING THE LINKS
Streetwear takes on golfing
The PGA is (finally?) leaning into social media and online virality through their Player Impact Program. With next year’s bonuses totaling $50 million, professional golfers that score the highest in categories like social media, internet searches, and general awareness will receive major bonus payouts. The time-tested sport seems to be in the midst of a resurgence – and the fashion world is taking notice. Today, we’re uncovering three brands that are changing what golf looks like to help reach young consumers.
Black-owned lifestyle golf brand Eastside Golf is driven by the desire to “make golf more attractive to the younger generation.” If you ask us, they’re succeeding. The brand is bringing representation to the course through not only its designs – Eastside Golf’s logo prominently features a Black golfer – but also through strategic collaborations and partnerships. Earlier this year, for example, they teamed up with Beats on a pair of limited-edition, not-for-sale headphones gifted exclusively to the golf team at Morehouse, the historic Black liberal arts college of which both founders are proud alumni. The brand also donated $50,000 to the team.
When he’s not on stage, the rapper Macklemore can almost always be found at the golf course. His love of the sport inspired him to start Bogey Boys, a streetwear golf brand with vintage-inspired looks that fans obsess over. While the line includes lots of golf course-approved gear, Bogey Boys leans on self-expression – think cheetah print and cherry patterned polos. This weekend, shoppers can get an IRL peek at the brand at the Hypegolf Clubhouse, a pop-up from the folks behind Hypebeast.
Golfing isn’t just something you do on the course – it’s part of who you are in everyday life. Students Golf is creating apparel for off the green that showcases consumers’ golfing identities without having to wear a classic – some might say boring – polo. Taking a page from streetwear, Student Golf features off-the-course apparel like flaming skeleton and Jesus t-shirts. Proving there isn’t just one way to “look” like a golfer, founder Michael Huynh sees the future of golfing apparel to be characterized by DIY designs, streetwear, and high-end fashion.
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