Ava Romero
With the rising popularity of golf, there has been a proliferation of brands that are appealing to the next generation of golfers by combining style, youth culture, and modern trends with performance and heritage. Hypegolf, a subsidiary of Hypebeast, is one such brand that aims to modernize golf by combining fashion and streetwear with golf equipment. The brand has been successful in reaching new audiences and including those who are brand new to the sport. In addition to Hypegolf, several other brands are also contributing to the changing landscape of golf, including Public Drip, which takes design cues from traditional menswear, and Gumtree Golf & Nature Club, which focuses on sustainability and fostering an appreciation of nature through golf.
| Characteristics | Values |
|---|---|
| Parent company | Hypebeast |
| Mission | To modernize golf |
| Target audience | People who are new to golf |
| Target audience interests | Intersection of golf and streetwear |
| Target audience location | Major cities like NYC and LA |
| Brand collaborations | J.Lindeberg, Devereux Golf, LA Golf, Oakley |
| Brand collaborations | Cleeks Golf Club x Public Drip |
| Brand collaborations | Post Archive Faction (PAF) |
| Brand | Bogey Boys |
| Brand founder | Seattle rapper Macklemore |
| Brand | Gumtree Golf & Nature Club |
| Brand founder | Karsten Jurkschat |
| Brand | Pluto of St Andrews |
| Brand founder | Roberto "Tiko" Abitbol |
| Brand | Public Drip |
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What You'll Learn
The intersection of golf and streetwear
Golf has traditionally been seen as an elitist sport with country club roots, but that perception is changing. The intersection of golf and streetwear is being driven by brands like Public Drip, an NYC-based company that is inclusive and accessible, catering to the public course golfer. The brand takes its design cues from traditional menswear, with pieces like the Public Athlete Polo and the French Terry Cardigan.
Another brand, Gumtree Golf & Nature Club, is shifting the public perception of the sport by making apparel and accessories that honour the outdoors and reject overproduction. Their limited drops have included Japanese linen shirts with state flower patches and headcovers up-cycled from vintage waxed canvas tents.
Hypegolf, a subsidiary of Hypebeast, is also at the forefront of this movement to modernise golf. Their pop-up stores in major cities like New York and LA have attracted celebrities, athletes, and people new to the sport. They showcase the latest in golf fashion and equipment, with a focus on merging golf with streetwear.
The success of these brands and initiatives demonstrates a shift in the golf world, where the next generation of golfers wants to feel current and be able to express their personal style on and off the course. This trend is also reflected in the success of Bogey Boys, a vintage-inspired golf apparel brand by Seattle rapper Macklemore, which has collaborated with Adidas.
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Golf's rising brands
Golf is no longer just a sport for old-timers. With its rising popularity among younger generations, trendy golf brands are emerging, offering gear that is hip and stylish.
One of the key players in disrupting the status quo in golf fashion is Malbon Golf, which has been paving the way for new labels since its inception in 2017. New York City-based Public Drip is another rising brand that is changing the perception of golf. It takes design cues from traditional menswear while embracing the idea that golf is for everyone.
In terms of golf equipment, the market has been dominated by four big brands: Callaway, TaylorMade, Titleist, and Ping. However, smaller brands are starting to gain traction, such as Takomo, Lynx Golf, and Orka Golf, which offer quality products at great value prices.
Some other notable golf brands that are making waves include Bogey Boys, founded by rapper Macklemore, which brings a vintage aesthetic to the sport; Bogey Bros, known for their fashion-forward approach and sense of humour; and Ghost Golf, which offers innovative accessories like magnetic towels and premium golf bags.
With the changing demographic of golfers and their buying behaviours, it's clear that the golf industry is evolving and becoming more accessible to a wider range of consumers. These rising brands are not only offering stylish options but are also contributing to the sport's growing appeal among diverse audiences.
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Golf's elite country club roots
Country clubs, which often feature golf as their principal or sole sporting activity, have historically been associated with the elite and upper classes. They were founded by upper-class elites between 1880 and 1930, with the Brookline Country Club, founded in 1882, considered the nation's first. By 1907, they were deemed "the very essence of the American upper class".
Country clubs originated in Scotland and first appeared in the US in the early 1880s. They were initially focused on equestrian-related sports such as coaching, racing, jumping, polo, and foxhunting. With industrialization, rising incomes, and suburbanization in the 1920s, the number of country clubs increased rapidly.
Historically, many country clubs had restricted membership policies, refusing to admit members of specific racial, ethnic, or religious groups. It was only in the 1960s that civil rights lawsuits forced clubs to abandon these exclusionary practices. A notable example is the 1990 ruling at Shoal Creek Golf and Country Club, where the PGA refused to hold tournaments at private clubs that practiced racial discrimination.
Today, membership in America's most exclusive golf and country clubs is highly sought after by the rich and famous, yet it remains nearly impossible to attain. These elite clubs have strict requirements, including universal recognition, excellence in amenities and facilities, calibre of staff, quality of membership, and fiscal management.
The Merion Golf Club, founded in 1896, is one of the most prestigious golf clubs in the US, with initiation fees believed to start at $70,000. The Pine Valley Golf Club, founded in 1913, is another renowned club with under 1,000 members, where membership is not open to application. These exclusive clubs represent the pinnacle of golf excellence and are revered for their exceptional standards and offerings.
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Golf's modernisation
Golf has traditionally been seen as an elitist sport with country club roots. However, in recent years, it has witnessed a surge in popularity, attracting a new generation of enthusiasts and challenging its traditional image. This evolution has been driven by brands that are reshaping golf's perception and making it more accessible, fashionable, and inclusive.
Hypegolf, a subsidiary of Hypebeast, exemplifies this movement towards modernisation. Through pop-up stores in major cities like New York and Los Angeles, Hypegolf has introduced golf to a broader audience, including many who were new to the sport. By merging golf with streetwear and showcasing the latest trends in equipment and fashion, Hypegolf has created an intersection that appeals to a younger demographic.
The success of Hypegolf and similar brands lies in their ability to blend heritage with modern style and performance. For instance, Public Drip, a New York City-based brand, draws inspiration from traditional menswear while catering to the public course golfer. Similarly, Gumtree Golf & Nature Club combines a vintage aesthetic with a focus on sustainability and a celebration of nature, attracting those who value second-hand clothing and innovative design.
Additionally, the rise of celebrity golfers, like Seattle rapper Macklemore, has further propelled golf's modernisation. Macklemore's apparel brand, Bogey Boys, exudes a vintage touch while bringing a new aesthetic to the sport, attracting collaborators like Adidas. This blend of style and youth culture has encouraged golfers of all experience levels to embrace the sport in their own unique ways.
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Golf's appeal to the next generation
Golf is also becoming more appealing to younger generations by embracing current trends and styles. The intersection of golf and streetwear is a prime example of this. The success of Hypegolf's pop-up store in SoHo, New York, is a testament to this new direction, attracting celebrities, athletes, and people new to the sport. The store offered an opportunity to try golf and connect with brands in an intimate setting, making the sport more inclusive and accessible.
The appeal of golf to the next generation also lies in its ability to blend heritage with modern style. This is reflected in the designs of certain brands, such as the vintage touch of Bogey Boys, a collaboration between Seattle rapper Macklemore and Adidas, and the American-inspired designs fused with Korean cool-girl vibes from Jane and Jiho Choi of Glowny. This blend of old and new is attracting a younger audience that values both tradition and innovation.
Additionally, golf is becoming a haven for those with elevated taste and an eye for innovative design. This extends beyond clothing to include all the gear a golfer might need, from headcovers to balls and essentials pouches. Brands like Pluto of St Andrews, based in the Home of Golf, St Andrews, Scotland, offer a unique blend of heritage items from brands like FootJoy and Nike, with new products featuring their own logo. This combination of classic and contemporary appeals to the next generation's desire for individuality and quality.
The sport is also gaining traction with the environmentally conscious, with brands like Gumtree Golf & Nature Club aiming to shift the perception of golf by honouring the outdoors and rejecting overproduction. Their limited-edition runs of apparel and accessories made from up-cycled materials appeal to those who value sustainability and nature. This shift towards sustainability and a greater appreciation of nature through golf is another way the sport is attracting a new generation with different values and priorities.
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Frequently asked questions
Hypegolf is a golf-focused offshoot of the Hypebeast brand. It aims to modernise golf by combining style and youth culture with the sport.
Hypebeast has become a leading online destination for golf fashion and equipment, showcasing the latest trends and products. It has also hosted pop-up stores and events to promote the sport and engage new audiences.
Hypebeast is helping to make golf more inclusive and accessible by combining it with streetwear and contemporary fashion. This appeals to a younger generation of golfers who want to feel comfortable both on and off the course.
Hypebeast has featured several up-and-coming golf brands, including Public Drip, Gumtree Golf & Nature Club, Pluto of St Andrews, Bogey Boys, and Cleeks Golf Club x Public Drip. These brands offer a range of vintage, second-hand, and sustainably-made golf apparel and accessories.
Hypegolf aims to reach people who are not traditional golfers and make the sport more inclusive. By hosting pop-up stores in major cities like NYC and LA, they attract a diverse audience and expose them to golf in a more intimate and engaging way.
