Golf fashion in 2024, a resurgence in style

Golf fashion is back, making headlines after spending years in the doldrums.  

In 2024, we find ourselves at the intersection of style and sport, as we witness the resurgence in golf fashion that rises above the mundane. For years we’ve adhered to the golfer’s uniform, both on and off the course. Season after season, polo after polo, with the occasional hoody rearing its head. 

What golfers are wearing is back in the news, and golf brands are showing an increasing desire to step away from the fairways and look beyond the course boundaries. Let’s dive in. 

What’s new in golf fashion in 2024 so far?  

Let’s start with the men's and women's professional game. It’s been a busy start to the year and we’re only three weeks in at the time of writing.   

Lululemon has entered the market and have signed up Aussie superstar-in-the-making Min Woo Lee. They’ve also entered the Tennis arena. The company's ethos is built around wellbeing, healthy living and living a life full of possibilities. It seems a natural fit to move into professional sports. 

Jason Day has signed for Malbon and we’ve already seen some striking trousers such as those worn at The Sentry in Maui – like them or not, they got people talking. Malbon has also signed LPGA pros Charley Hull and Jeongeun Lee, as well as Jesper Parnevik – remember him! These new signings represent the growth of Malbon as a brand since its inception in 2017. 

Malbon describe themselves as a lifestyle brand inspired by the game of golf that promises to provide quality products, tell stories and build a community of like minded golfers.

Jason Day at The Sentry | Photo by Michael Reaves/Getty Images

How do we measure success these days? The online metrics show that after Day’s debut in Malbon in Hawaii, the company gained 12,000 Instagram followers, and generated 400 million press impressions.   

Another new signing ahead of the main season is Justin Thomas' signing with Greyson Clothiers, another luxury fashion brand. Firmly establishing themselves in the high-end market Greyson also boast Ryder Cup captain Luke Donald in their roster.

Elsewhere, even bigger news in early January with the long-awaited confirmation that Nike and Tiger Woods have gone their separate ways after 27 years together.   

How do you sum up this partnership? Iconic is the first word that springs to mind. Even when sponsors queued up to leave him the 15-time major winner following a sex scandal, Nike stuck by their man.   

The timing feels right and makes sense for both parties. Woods will always get his payday and there’re rumours that Travis Mathew have an eye on Woods – something they’ve played up to on their social channels this past week. 

Nike still have Rory McIlroy, Scottie Scheffler, Brooks Koepka and Tommy Fleetwood firmly in their stable, but you’d have to imagine a new deal with Tiger would have cost them a substantial amount of their budget.  

There’s still room for the fashion faux pas  

Hark back to the 2023 Masters. Lest we forget Viktor Hovland in his, let’s say striking J. Lindeberg polos. Derided by many, even Viktor himself didn’t seem too keen. "Well, J. Lindeberg, they give me this stuff and pay me money to do so, so I just show up and wear what they want me to wear". Fair enough!

Let’s not criticise a well-respected brand though. Again, we’re still talking about it nearly twelve months later...make your own mind up.

  Viktor Hovland at The Masters

Brand deals are big money for professional golfers  

The PGA Tour’s poster boy Rory McIlroy signed with Nike in 2013, he secured a 10-year deal worth $250m and in 2017 he signed an extension worth another $100m. When Jason Day signed with Malbon, it signalled the end of his contract with Nike, which was worth a reported $100m for his seven-year service.   

The money on offer to pro golfers is game changing, and with more options it’s little surprise we are seeing brands differentiate themselves with style. Whatever happens in the pro game inevitably trickles into the local club.

Off the course, an emergence of sub-culture  

A golf subculture is emerging. Brands like Bogey Boys are blurring the lines between the on-course functional attire and the off-course everyday streetwear. It's a cultural shift that reflects the evolving nature of the sport. The post-Covid boom is an opportunity for brands to tap into increased eye balls, and over the past year golf has never been far from the headlines.

In 2024, we expect to see this market thrive. Let’s face it; for too long, golf clothing has been dull. Vibrant colours don’t cut it when you’re in that polo tee and chinos – every golfer’s calling card. We live lives away from the course; we want to be comfortable and bring golf to everyday life. 

Training wear, crew tees, hoodies – let’s embrace it. Golf fashion is becoming a platform for self-expression, allowing individuals from all walks of life to find their unique style within the broader golfing community. 

Read more: The top five golf trends in 2024