PROJECT Brand Editorial Aug 2025: Game Changers

meet golf's new consumers

Every season, PROJECT highlights the brands and trends shaping the menswear space. Country club sports like tennis and pickleball have seen a continued resurgence over the past couple of years, and now golf is in the spotlight too, undergoing its own fashion renaissance. “What was once considered a niche sport with a traditional dress code has evolved into a style-forward category that blends function with fashion,” shares Jennifer Morton, Chief Executive Officer of Association of Golf Merchandisers (AGM). This shift is being fueled in part by golf content creators on platforms like TikTok and YouTube, who are actively introducing the sport to broader audiences. “The growing appeal of golf is being driven by younger, more diverse players and enthusiasts - many of whom are discovering the sport through pop culture, social media, and lifestyle crossover moments,” Morgan adds. This concept is echoed in our 2025 US Fashion Consumer Outlook Report, further proving it a category to pay attention to when curating your in-store collection: “TikTok-driven trends, including viral fashion ‘hauls’ and product challenges, have proven their ability to sell out products overnight, reshaping how brands approach marketing and retail.” Read on to discover the exciting golf-driven activations and happenings at this season of PROJECT plus insight on must-watch brands, key trends, and buying tips for both golf and contemporary menswear retailers.

golf + retail: opportunities beyond the pro-shop

Golf brands are making an appearance in both golf pro shops and lifestyle-driven concept stores as outdoor-focused consumers seek versatile products. Golf footwear brand Seagrass Supply exemplifies this versatility, “The goal was to create a shoe you can wear all day, something you can walk 36 holes in without thinking twice, and still feel good heading to the beach, dinner, or wherever the day takes you,” shares Hinrichs. AGM’s Morton, expresses how increasingly outdoor lifestyles have reshaped the retail space, “This has opened the door for golf brands to appeal beyond core players, and for fashion brands to experiment within the golf space. Pro shops are evolving into lifestyle destinations, and boutique buyers are increasingly open to incorporating golf-inspired collections into their assortments.” “Many newer golf-lifestyle brands are incorporating streetwear influences, gender-neutral silhouettes, and extended sizing—offering looks that feel equally at home on the course, in the clubhouse, or in everyday life,” says Morton. She also highlights trends like modern relaxed fits, varsity striping, crested logos, and sustainable materials with technical features like UPF protection and odor control. Peltonen describes the SS26 Kadet collection saying, "We designed the collection to be worn together vs a collection a of individual pieces. Our Marcel Pleated Chino Pant is something we're very proud of and spent a lot of time in the fitting room to get right. It has a relaxed tapered leg with a single pleat and magnetic back pockets. Our Fabien Windbreaker is a nod to windbreakers of old with modern details, a full kangaroo pocket, also with magnetic pocket enclosures. Both of our polos use the same pique fabric, that we worked closely with our mill to custom develop. It has the same performance features that polyester polos too but with a much more transitional hand feel." Sustainability is a core value for many emerging brands. As Hinrichs puts it, “Taking care of our planet is a no-brainer... We believe it’s our responsibility to help protect those places and do our part to ensure they remain vibrant for future generations.” His brand uses recycled ocean-bound plastic, ethically sourced leather, and 85% recycled sock liners—all packaged in a shippable shoebox. “Are we perfect? Absolutely not,” he adds. “But we’re committed to doing better—and we’ll keep pushing for progress, step by step.”

Image by Seagrass Supply

Aspirational Influence Just like luxury fashion brands, luxurious sports offer an aspirational appeal that’s driving consumers. Edwina Kulego, VP of Events, International, Men’s & SOURCING at MAGIC shares her first-hand observations that solidified golf as this season’s key focus, “I was walking through SoHo and thinking, ‘Wow everyone is dressed like they are playing tennis or golf,’ and so we want to bring it to the shows, because we know consumers want it.” She points to the popularity of Eastside Golf as a sign of golf’s growing cultural relevance. “In particular, I see people in the Eastside Golf hoodie all the time. They’re not golfers, but they’re like, ‘it’s cute, it’s chic, it’s trendy, it’s aspirational…maybe one day I’ll play golf.’” Kulego highlights how the brand is helping expand the sport’s reach, “The logo of Eastside Golf is a Black man mid-swing wearing a chain. When you think about traditional golf, that's not the typical persona that you see but [Eastside Golf] has completely disrupted the sport; they have tournaments now in underserved communities, introducing kids, women, children to the sport." Sports Crossover A key driver behind golf and golf apparel’s rise is the influx of athletes from other sports and creatives putting their own spin on the sport—introducing it to new audiences and transforming a once-traditional category into one with major cultural appeal. Troy Aguila, founder of GWOP Meet shares, “The [golf] brands of the future are rooted in fashion because the founders come from all walks of life. You see a lot of surf, skate and creatives who love the game of golf and now are putting their touch on what golf is for them and that’s resonating with a lot of people.” Ben Hinrichs, Founder of Seagrass Supply, a brand focusing primarily on golf footwear shares, “The look and feel of Seagrass is absolutely shaped by surfing and the coastal lifestyle. We are a golf brand, but we see things through a surf lens... Our design lines take inspiration from naturally curving swell patterns, and the flowing, subtle style lines used in surfboard shaping.” He adds, “Our color palette is rooted in the natural beauty of the landscapes of the coast and the courses we love. An example is the Sand colorway of the Seagrass Chivo shoe, which was inspired by the sunbaked coastal bluffs around our home in Encinitas. We lean into muted earth tones as a nod to the natural backdrops that inspire us and keep us grounded.” Nate Peltonen, co-founder of Kadet adds, "We're not sure you can define or put a label on the new era of golf, it's still too early to be that prescriptive. The explosion of new brands, new styles, new ways of dressing for the course is great for the game. People are waking up and starting to go on new style journey's, wear things outside of their comfort zone which is great to see, especially since fashion is a form of self-expression that has been a little one-note in the golf world for a long time. We love seeing all the new brands in the space, which will only lead to more innovation and more pushing the boundaries, more creativity."

Published July 2025

Explore more trends that will help shape the SS26 season by watching our Men's Trends Digital Session.

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game changers: how golf is winning over fashion

activations at the event

A Special Curation In order to bring the best of golf apparel to PROJECT, the team brought in David Strong, Owner of GOLF STORE and Troy Aguila, Founder of GWOP Meet to curate a golf-driven section. “GOLF STORE is an incubator and exhibition for the development and expansion of new, upcoming, and established brands in the space. We started as a small pop up in Laguna Beach and have methodically expanded the footprint out…,” shares Strong. “Our job is to essentially create a store front experience in PROJECT for the attendees, but these brands really do the heavy lifting.” Strong suggests looking for brands that fuse “golf and style.” He highlights two key brands, Students as well as Malbon stating, “Just about all of their goods can be worn on and off the course seamlessly.” For a more “golf-centric” brand he highlights Devereux as a “great example of fun prints on polos and a ‘let’s just make it wild’ approach.” Robert Brunner, Co-founder of Devereux, illustrates Strong’s description, “To us, ‘wild’ means bold prints, disruptive design language, and garments that challenge the golf dress code both culturally and visually. Standouts include our Western-inspired polos, all-over print camouflage pullovers, and skull jacquard knitwear. These are pieces that make a statement—not just on the fairway, but wherever our customers take them.” Some additional must-see brands that are part of this curation include Aiea Golf, Ateneo Golf, Barnaby's, Devereux Golf, Fore All, Kadet Golf, Liteyear Golf, Malbon Golf, Merrill Golf, Palm Golf Co., Pare Golf, Public Drip, Puttwell Golf, Sandy Par, Seagrass Supply, Students Golf, Ripit Grips, and On the Green. Across from the GOLF STORE X GWOP Meet curation you’ll also find long-standing PROJECT brands like Lacoste. Learn + Play At the August edition of PROJECT Las Vegas there will be a panel discussion featuring AGM, GWOP Meet, GOLF STORE, and more industry leaders, focused on the evolving intersection between golf and fashion. (Register to attend this session on August 18 at 1PM PST and check out the full education and experience lineup here.) Morton adds, “Our presence at the show is about creating visibility for the golf retail space and offering insight into what drives retail success in this category. We are focused on helping to broaden the market conversation by connecting with both brands and retailers who are curious about entering or expanding within golf.” Robert Brunner, Co-founder of Devereux, shares his excitement for the upcoming event, “PROJECT gives us a platform to reach retailers who are serious about design and ready to take a chance on something different. We know this collection has the power to make a lasting impression, and we’re here to show that golf wear can live confidently on the same racks as contemporary menswear.” He adds, “For PROJECT, we’re leaning into expressive patterns, layered texture, and a fall-forward palette that blends moody neutrals with dusty desert tones. Look out for the all-over camo printed pullover, richly textured outerwear, and a curated mix of lifestyle pieces that blur the lines between sport and style.” Whether you’re a pro-shop or a menswear retailer, you won’t want to miss this season’s golf curation and so many more areas and activations at this upcoming event.

Shop golf brands at PROJECT Las Vegas this August 18-20, 2025

Images by DEVEREUX

Images from the February 2025 edition of GWOP Meet and GWOP STORE at PROJECT Las Vegas

Images by sEagrass supply