As PGA of America Professionals and merchandisers walk the aisles of the PGA Show’s massive Apparel Hall, it’s easy to see the emergence and continuation of some very specific industry trends.
The louder prints and colors of the last few seasons have been largely replaced with more subtle shades and designs, and the market is seeing an influx of higher-end, more sophisticated looks that cross over from golf into lifestyle activities.
Dunning, for example, is showing Conrad Flannel Pants in performance stretch wool that are designed for playability and warmth but have a decidedly dressy appearance, while sister company Greg Norman Collection presents micro prints that are smaller and more subtle, while the Coastal Crew Neck is done in a super soft fabric that can be worn for golf but also feels like your comfiest weekend sweatshirt.
On the women’s side, the success of A. Putnam’s timeless, minimalistic styling and rich palette seems to be making its way across many lines this season, with recent market entries like Williams Athletic Club and others presenting classic, refined items with a decidedly lifestyle twist. SanSoleil shows the importance of sun protection with long-sleeve pullovers that are more preppy and youthful, and Golftini celebrates its 20th anniversary this year with updated fabrications, understated print tops and the continuation of products with a pink logo dedicated to Breast Cancer Awareness.
“I realize I don’t buy anything unless it’s vintage or I really need it,” Golftini Founder Susan Hess said. “We don’t want to be about fast fashion, but about classics that can carry forward.”
Another major trend is the influx of athletic inspired garments that can be worn from the gym to the course and beyond, capitalizing on the movement toward better fitness for golfers. lululemon, which has been an aspirational product in this arena, is exhibiting for the second straight year as the brand expands further into the green grass arena. And tasc Performance has gained traction in the fitness lifestyle category with its bestselling Cloud Performance Polo, Monterey Quarter Zip and classic Motion Pant, which is built with stretch, water-resistant technology and odor-resistant properties.
“The product that was ‘fitness’ has become acceptable to wear on the golf course,” explained tasc President Dave Leveille. “Hoodies have especially come on in the last four years, and women’s leggings are now being worn on the golf course.”
The industry is also seeing an expansion of layering categories that are keeping golfers on the course later into the fall and even winter months. For example, Galvin Green’s “part 2” Collection includes its first-ever Gore-Tex without PFAS (plastic compounds) available in the Aston Jacket and Aron Pant, ultra-lightweight INTERFACE-1 Warming Effect Windbreaker Jacket and multiple other layering items.
“We are here for the serious golfer, but we have apparel for off the course, too,” said Global Marketing Manager Annelie Backgard Ginstman. “Our DNA is to dress the golfer from inside to outside and for any weather condition, and our customer is willing to spend more for a quality garment.”