In 2019, when we first had the idea to create FHADE, golf apparel was pretty limited. At the time, it felt like you basically had two options - performance or heritage. Our hunch was that was going to change drastically, but admittedly, we didn’t realize just how fast that would happen.
In 2020, Covid changed pretty much everything. Golf was one of the few activities that were deemed “safe” in the age of social distancing. All of sudden there was a deluge of interest in the game. As new players tried it and became enthralled, they ended up looping in more of their friends to try the inherently social game.
In 2020, it felt like a major vibe shift occurred. Golf has historically had a stigma associated with it. It’s been stereotyped as an exclusive game that is unfriendly to beginners. While that definitely exists in pockets, the overwhelming majority of experiences are basically the opposite. Most golf courses and golfers are friendly and welcoming. When new golfers started getting into the game, it also helped improve the image of the game.
As the vibes shifted from exclusive and closed to inclusive and open - it opened the doors for new apparel brands to cater to the tastes of a new wave of consumer.
For whatever reason, it feels like a good portion of golf consumers genuinely want (and possibly craves) golf gear from new, less established brands. This has paved the way for an explosion in new, up and coming golf apparel brands across every product category.
Here are a few brands we’ve kept an eye on: