Harper Lin
Golf le Fleur was a high-end offshoot of the skate-inspired label Golf Wang, founded by Tyler, the Creator. In 2021, the brand was relaunched as a separate label specializing in apparel, footwear, accessories, and beauty offerings. In December 2022, Tyler, the Creator, announced that the label would be dropping the Golf from its name, marking the end of Golf le Fleur and the beginning of le Fleur.
| Characteristics | Values |
|---|---|
| Founder | Tyler, the Creator |
| Launch Year | 2011 |
| Type of Brand | Skate-inspired, streetwear |
| Type of Products | Clothing, footwear, accessories, beauty offerings, nail polishes, fragrance scents |
| Brand Recognition | Bold and playful designs, pastel palettes, floral motifs, nostalgic childhood references |
| Collaborations | Converse, Vans, Jeni's Splendid Ice Creams, Lacoste, Levi Strauss & Co., SUICOKE |
| Notable Attendees | Kanye West, Dylan and Cole Sprouse, Kendall Jenner, YG, Janelle Monáe, Solange Knowles, Amandla Stenberg |
| New Name | le FLEUR* |
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What You'll Learn
Golf le Fleur's rebrand
Golf le Fleur is no more, long live le Fleur! In December 2021, the minds behind the brand made a rare announcement that they would be dropping the "Golf" from their name. This also coincided with a restock of all the clothes that were launched at the end of 2021.
Le Fleur is a luxury lifestyle and apparel brand, a high-end offshoot of the skate-inspired label Golf Wang, founded by Tyler, the Creator. The new brand is a little more exclusive and premium, targeting Tyler's most ardent fans. The brand is known for its bold and playful designs, with pastel palettes, and nostalgic childhood references.
The original Golf le Fleur was a collaboration with Converse, which resulted in the Golf le Fleur sneaker. The shoe featured vibrant colours and floral motifs, becoming a signature style for the brand. The collaboration continued with Vans, resulting in the 'see-now, buy-now' process at the brand's runway debut in 2016. The show was attended by Kanye West, Kendall Jenner, and Janelle Monáe, to name a few.
The new le Fleur will focus on apparel, footwear, accessories, and beauty offerings. The brand will continue to be defined by its pastel palette, with items such as nail polishes and fragrance scents available. The signature text logo will remain, making items such as sunglasses, hats, hoodies, and outerwear highly recognisable.
The focus of the rebrand is on the apparel, with all the clothes from the end of 2021 being restocked. The brand is unlikely to pursue any new collaborations in the near future, with the focus being on le Fleur's own clothing line.
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The end of Golf Wang
Golf Wang is an American streetwear brand established in 2011 by musician Tyler, the Creator. The name is a spoonerism of Tyler's Los Angeles-based musical collective Odd Future Wolf Gang Kill Them All (OFWGKTA) or Odd Future for short. The brand offers clothing, footwear, jewellery, and other products, and is known for its colourful aesthetic.
In 2013, Golf Wang expanded beyond its Odd Future affiliation and established itself in the fashion industry. That same year, the brand collaborated with Vans, a partnership that lasted until 2016. Following this, Tyler, the Creator, collaborated with Converse to create the shoe collection Golf le Fleur. The brand has since collaborated with other brands, including Japanese sandal brand SUICOKE, and fashion brand Lacoste for an SS19 collection.
In 2021, Golf le Fleur branched away from Golf Wang into a standalone luxury lifestyle and apparel brand, debuting with an invite-only pop-up shop in Los Angeles. While Golf Wang is known for its graphic-heavy t-shirt offerings, the new brand, le Fleur, is more understated, focusing on quality materials and inventive finishes. The luxury label is positioned as a more premium line compared to the relatively youthful Golf Wang.
In December 2022, it was announced that the label would be dropping the "Golf" from its name, marking the end of Golf le Fleur and the beginning of le Fleur. The brand would be restocking all the clothes it launched at the end of 2021, including sweaters, cardigans, vests, polos, and trousers.
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Golf le Fleur's collaborations
Golf le Fleur, now known as le Fleur*, was first introduced as a shoe collaboration between Tyler, the Creator and Converse. The collection was named "GOLF le FLEUR*" in reference to Flower Boy, the name of Tyler's album released the same year. The first design was Converse One Star shoes in a new, light blue colourway called "Clearwater". The shoe collaboration also included Vans.
In 2017, Golf Wang, the American streetwear brand established by Tyler, the Creator in 2011, collaborated with Japanese sandal brand SUICOKE. Their first release was the KAW-CAB sandals in "Mocha" and "Lemon Yellow". In 2019, they released the DEPA-CAB sandals in two new colourways.
In 2019, Golf le Fleur partnered with fashion brand Lacoste for an SS19 collection named 'GOLF le COSTE*'. The clothing line featured pale pink, beige, and off-white colours named 'litchi', 'geode', and 'mascarpone', respectively.
Also in 2019, Golf le Fleur released a new, original silhouette in collaboration with Converse named the 'GLF Giano Ox'. The shoes were available in two colourways: 'Bright Concord' and 'Cuban Sand'.
In addition to these collaborations, Golf le Fleur has also partnered with Jeni's Splendid Ice Creams. The first ice cream flavour was 'Snowflake', a white chocolate flavour released in 2019. The second flavour, 'Pluto Bleu', was a blood orange and blueberry ice cream released in 2020.
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Golf le Fleur's pop-up shops
Golf le Fleur*, the fashion label by Tyler, the Creator, has made headlines for its unique pop-up shops. The brand, which debuted in late 2021, has taken an unconventional approach to retail, choosing to showcase its collections in unexpected locations.
One of its most notable pop-up shops was a mountaintop store, attended by celebrities like Jaden Smith. This pop-up marked the brand's debut and showcased its clothing line. The location, a departure from traditional retail spaces, set the tone for Golf le Fleur*'s unconventional and creative approach to fashion.
Another memorable pop-up was nestled in the Malibu hills. This intimate setting played host to a rotating cast of famous friends, including Kanye West, Jay-Z, and André 3000. The Malibu pop-up featured the entire Golf le Fleur collection, including clothing, accessories, and the brand's first fragrance, "French Waltz."
The brand has also experimented with physical retail spaces, opening a short-term store in Culver City, California. This store, open for only 12 days, offered a curated selection of Golf le Fleur* items, creating a sense of exclusivity and urgency for shoppers.
Golf le Fleur*'s pop-up shops have become an integral part of the brand's identity, reflecting Tyler, the Creator's unpredictable and creative spirit. By choosing unique locations and cultivating an air of exclusivity, the brand has cultivated a dedicated following among fans who appreciate its fresh and innovative approach to fashion.
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Golf le Fleur's clothing lines
Golf le Fleur is a high-end offshoot of the skate-inspired label Golf Wang, founded by Tyler, the Creator. The clothing line was relaunched in 2021, specialising in apparel, footwear, accessories, and beauty offerings.
The Golf le Fleur line is more understated than Golf Wang, focusing on quality materials and inventive finishes. The luxury label is defined by its use of pastel palettes and nostalgic childhood references. The premium line features recognisable sunglasses, hats, hoodies, and outerwear, sold at pop-up retail locations and its e-commerce store.
The brand debuted its clothing line in late 2021 with a mountaintop pop-up store attended by celebrities such as Jaden Smith. In December 2022, it was announced that the label would be dropping the "Golf" from its name, becoming simply le FLEUR*. The announcement coincided with a restock of all the clothes launched at the end of 2021, including sweaters, cardigans, vests, polos, and trousers.
The focus of le FLEUR* has shifted entirely to its apparel, with no new collaborations currently on the table. The new branding positions the label as a more exclusive, premium line compared to the relatively youthful Golf Wang.
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Frequently asked questions
Golf Le Fleur ended in December 2021 when it branched away from Golf Wang into a standalone luxury lifestyle and apparel brand.
Golf Le Fleur is a high-end offshoot of the skate-inspired label Golf Wang, founded by Tyler, the Creator.
Golf Wang is an American streetwear brand established in 2011 by Tyler, the Creator. It is known for its colourful aesthetic and has expanded to include footwear, jewellery, and other products.
The brand was relaunched in 2021 as a separate label specialising in apparel, footwear, accessories, and beauty offerings. The focus shifted to quality materials and inventive finishes, with a more premium and exclusive positioning.
