Trending Up

With golf fashion trending hard right now, and more and more newcomers participating in the sport - especially women, it’s expected that new fashion trends would arise. 

Over the past couple of years we’ve seen the emergence of not only small, up-and-coming golf brands, but bigger companies finding ways to leverage the opportunity to make their mark in golf. There are a few that stand out to me on the women’s fashion side that break through the noise and saturation of the race to the next best golf brand and are primed for long-term success. Brands like Fore All, Rhone, and Malbon Womens are finding ways to move golf forward for women, each targeting a diverse range of styles, bodies, and vibes all around. 

Fore All, with their take on cute, country club aesthetic and now known for the green and white checkered pattern, their style is casual, fun, and definitely the “cool girl”. The two female founders, Michelle Money and Jen Clyde aim to keep the current and new female golfers engaged in the sport both on the golf course and online with their growing community and always relevant content. They’ve also done some fun collaborations with other cult brands like Ghost Golf and Pinned rangefinders. 

Rhone, known for its menswear, is launching into women’s styles this year with their CourseToCourt Collection. I had the chance to see and feel the first collection of both golf and activewear at the PGA Show, and it all feels like butter- made for versatility, performance, and style. Rhone is also now the official on-course apparel partner for the LPGA and EPSON Tours, which shows their commitment to growing the women’s game.

Rhone Women's Range

Malbon Women's Range

Rhone Women's Range

[Images provided- these are of player, LPGA Tour player, Lauren Hartlage]

Malbon Women’s, from the brainchild that is Malbon Golf, Malbon Women’s is finally here, and it is oh-so-good. Erica and Stephen Malbon have done an amazing job at creating one of, if not the fastest growing brand in the golf space in the world. With its homage to streetwear and athleisure made for the golf course, what seems like non-stop weekly brand collab drops, and the chokehold it has on today’s golf consumer, you can expect the women’s line to be the next iteration of greatness. Sophisticated, clean and with a variation of styles, it was only a matter of seconds before it snagged multiple players on Tour like fan-favorite and #8 in the world, Charley Hull, and even by way of collaborations like with Adidas Golf and their ambassador, Rose Zhang. 

It’s no secret that golf is one of the most engaged and popular sports in the world today. What excites me the most is the rapid growth of both the women's and the next generation of young players. In the past 5 years alone in the U.S. specifically, female players have increased by over 1.3 Million (National Golf Foundation). With the increase of more women playing, competing, and going pro, this trend has also caught the eyes of a fresh batch of corporate sponsorships that have never before invested in women’s sports, let alone golf. Over the last 10 years, sponsorship investment with the LPGA has increased by double (NY Times). But then you look at the Aramco Team Series, made specifically for women across organisations, set on a global platform. Only having started in 2021, this fresh approach to both individual and a team format series integrates both amateurs and professionals to determine the outcome. Although what would today now be deemed controversial, the PIF, Golf Saudi, and Aramco have created a unique and fun opportunity for these women to compete on a global stage. 

Another trend I am watching is how we are inching our way further into making golf more accessible for women through niche community groups. Localised communities started by women, online channels, and new, innovative tech platforms are making it easier for women to connect with one another about the topic we all love - golf! Golf is not just a sport, it’s a lifestyle. So how do we support the leading global consumer within all things golf - not just playing? I’m looking forward to what 2024 has to bring for women in golf, both recreationally and professionally. 

Words by Jess McAlister