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Introduction: Why I’m writing 18 stories for GolfWRX

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My name is Tom Stites, and 40 years ago I fell in love with a wonderful game. For most of that time I’ve also been a golf club geek.

I started getting serious about golf clubs in the mid-1980s when I was a young, golf crazy engineer. In 1986, the Good Lord got me a dream job at the historic (and real) Ben Hogan Golf Company. That was 30 pounds and 30 years ago, but I remember it like yesterday. Actually, I remember it better than yesterday.

From then to now I’ve worked (or done consulting work) for more than 20 golf club manufacturers. During those gigs I’ve received more than 200 patents, designed more than 300 commercial golf products and worked directly with more than 150 touring pros who have used my clubs for hundreds of wins (including all four major championships, multiple times). I’ve had 30 years of great golf fun, made a good living from clubs and lived vicariously on the tour through some really great players. I don’t think for a second, however, it was because of my small dose of talent.

I got much help from many others. I also don’t think any of the good stuff would have happened if I had not met, worked directly for and learned from Mr. Ben Hogan and master club maker Gene Sheeley in my very first golf industry job. You just can’t dream up a job, a place, a time or a blessing like that. Thank you, Mr. Hogan! Thank you, Gene!

I’m sort of semi-retired now, but I still do club design and business consulting work. If you’ve ever shared a beer or dinner with me, you know that I love to tell the Mr. Hogan stories. I’ve also had great fun with many other pros. I’ve even had some hard encounters with a few. I sometimes slip up and tell these stories.

I’ve got some strong opinions about how the club business got to where it is today and where I think it will go in the future. I question how many will care, but maybe it is time for me to tee up these stories and opinions. My friends and family have encouraged me to write a book. Maybe someday I will, but for now, no. I just want to get a few things recorded so some future golfing grandson will know what his old timer granddaddy did back during the club wars of the 80s and 90s.

I wish some of my native Cherokee ancestors had recorded their stories as they were removed from their land in Georgia by Andrew Jackson and force walked on the Trail of Tears to settle Oklahoma. I wish my great great uncle, who was killed the first day of the battle at Vicksburg, had told us more of his life as a Civil War veteran. No way my life as a mere golf club veteran even sniffs close to these guys, but still I’m feeling compelled to get on paper some of my experiences and stories just in case someone, somewhere, someday might care or enjoy. As club and golf lovers, maybe some of you too will want to follow along.

So here is my plan. I will play this like a round of golf. I will tee up 18 short stories with the front 9 holes being some never-published stories of my personal encounters with Mr. Hogan. On the back nine, I will take a risk and tell stories of other pros and share my opinions on the equipment industry, as well as my predictions for the future. I especially look forward to telling you about my personal favorite touring pro and how his incredible ball striking skill doesn’t even get close to the level of his awesome personal character.

So if you will join me, I invite you to go back with me 30 years and hear the ramblings of this old fart golf club geek. I learned a lesson in each of these stories, and I think you might, too.

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Tom Stites has spent more than 30 years working in the golf industry. In that time, he has been awarded more than 200 golf-related patents, and has designed and engineered more than 300 golf products that have been sold worldwide. As part of his job, he had the opportunity to work with hundreds of touring professionals and developed clubs that have been used to win all four of golf's major championships (several times), as well as 200+ PGA Tour events. Stites got his golf industry start at the Ben Hogan Company in 1986, where Ben Hogan and his personal master club builder Gene Sheeley trained the young engineer in club design. Tom went on to start his own golf club equipment engineering company in 1993 in Fort Worth, Texas, which he sold to Nike Inc. in 2000. The facility grew and became known as "The Oven," and Stites led the design and engineering teams there for 12 years as the Director of Product Development. Stites, 59, is a proud veteran of the United States Air Force. He is now semi-retired, but continues his work as an innovation, business, engineering and design consultant. He currently serves on the Board of Directors of the Ben Hogan Foundation, a 501C foundation that works to preserve the legacy and memory of the late, great Ben Hogan.

18 Comments

18 Comments

  1. Anna Simon

    Nov 4, 2015 at 4:21 pm

    Hi Tom,

    I am currently working with a company that is building a new product that helps golfers improve and analyze their golf swing, taking a multi-sensor approach to the swing analyzers products on the market. The product’s Kickstarter will be launching later this month. Would you like us to get in touch with you to test the product? If so, please send me your email to [email protected].

    Many Thanks,

    Anna Simon

  2. Austin

    Jun 12, 2015 at 1:32 am

    Tom,

    It was great to sit down for dinner with you a few years ago in the stockyards of Ft. Worth. I still retell the Henny Bogan story you to told us over those great steaks. I look forward to hearing more of your experiences. Thank you for sharing.

  3. Christosterone

    Jun 7, 2015 at 2:19 pm

    Any wait….Nike in 2000….can’t wait to hear tiger stories/legends….dude was a god at the turn of the century

  4. driver ben

    Jun 6, 2015 at 12:09 pm

    Looking forward to hearing your stories! Thank you for sharing.

  5. Deez

    Jun 2, 2015 at 2:51 pm

    WITB?????

  6. Deez

    Jun 2, 2015 at 2:50 pm

    WITB?????

  7. C. Weber

    May 31, 2015 at 7:07 am

    I can’t wait to read the stories.

  8. trbgolfer

    May 31, 2015 at 12:50 am

    Looking forward to hearing your stories and insight into the world of golf club design. Thanks for taking the time to share from your experiences and challenges with players and, even, Mr. Hogan himself. What an honor to have worked with so many wonderful people and it’s an honor to hear what you have to say. I will definitely be joining you for this “round” of golf.

  9. Reid

    May 30, 2015 at 3:50 am

    Definitely looking forward to your stories!

  10. Justin O'Neil

    May 30, 2015 at 3:15 am

    Mr. Stites,

    It will be a pleasure to read of your encounters and experiences from behind the curtain of the golf world. Your brother, Kirk, was the best man in my parents wedding. Jack O’Neil is my dad and he got me started on the game very early in life and shared some stories of you and your brother. He always went back to a round of golf with you at Oak Tree and discussing golf club tech. He also liked to tell the story of Kirk taking him up in his airplane on the morning of the wedding and doing a free-fall! Please, if you read this it would do me a great honor to have a personal correspondence with you via email. You can reach me at: [email protected]

    I am looking forward to this 18-holes worth of reading material!

  11. rymail00

    May 29, 2015 at 9:40 pm

    Tom,

    Welcome to WRX. Reading your first article I got say I’m looking forward to more of them. The real “inside” of golf is something I’ll never be a part of so reading future articles or a book on that subject especially on Hogan and the Hogan company as well as Nike definitely peaks “my” interests. Hopefully people keep the comments to whatever is written in the articles and get to side tracked fanboys or haters.

    Like I said really looking forward to stories, and inside look into the golf companies regarding the good and the bad.

    -Ryan

  12. Ryan K

    May 29, 2015 at 7:48 pm

    Sweet!

  13. Sean

    May 29, 2015 at 6:12 pm

    Look forward to it Tom! Thank you for sharing. 🙂

  14. Scott

    May 29, 2015 at 3:10 pm

    This sounds like there will be some good reads. Looking forward to it

  15. Lynn Rowland

    May 29, 2015 at 2:46 pm

    Eager to hear these stories. Would be interested in reading a book written by Tom and his experiences with Hogan (the man and the company) and Nike. As well as general thoughts on club design. I have a feeling he has some very cool stuff to share. Especially with Hogan/Nike fans like myself with an engineering background. Thanks Tom

  16. larry

    May 29, 2015 at 2:30 pm

    This is exciting. I’m sure Mr. Stites is well aware of the opinions that some folks have in regards to Nike clubs and this may be a real eye opener for some, and of course, hearing stories of Mr. Hogan will be awesome as well. Looking forward to this!

  17. alan

    May 29, 2015 at 1:30 pm

    looking forward to these stories and your opinion. not many folks willing to share less than pleasant encounters they have had with others. i personally think taylormade and callaway are killing themselves and having multiple releases every year. spending tons and tons of money on advertising and product rollouts cuts into their bottom line, further consumers dont want the value of their clubs to be nominal in less than 3 months.

  18. MHENDON

    May 29, 2015 at 1:16 pm

    To all you Nike bashers here’s your chance.

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Club Junkie

Tour Edge Exotics mini driver review + TaylorMade Spider ZT Max first look – Club Junkie

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On this episode of Club Junkie, I put the new Tour Edge Exotics Mini Driver to the test and break down the performance, forgiveness, distance, and where it fits compared to a traditional driver or strong fairway wood. If you have been curious about adding a mini driver to the bag, this one is worth a look.

I also dive into the new TaylorMade Spider ZT Max putter that was recently spotted and discuss the growing zero torque putter trend. Plus, there is a closer look at the new Project X Titan Yellow shaft showing up on the PGA Tour and what makes it different from other profiles currently out there.

 

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Opinion & Analysis

AVL: We’re talking about practice! My best tips for taking your game to the course

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With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game.

Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills.

While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice.

This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times.

Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy.

One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length. Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine.

It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season.

Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds.

Finding the right balance is something we’re all working on, one practice session at a time. With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game. Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills. While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice. This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times. Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy. One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length.

Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine. It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season. Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds. Finding the right balance is something we’re all working on, one practice session at a time.

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Equipment

Seoul Sensibilities: Is Korean golf fashion starting to shape the world?

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For Korean golfers, we always look forward to the last of the kkot-saem-chu-I for the true start of a new golf season. The term refers to a cold snap, but literally translates as “winter being jealous of the flowers beginning to bloom, thus lashing out one final time before surrendering to spring”.

A rather poetic mouthful packed into a short expression.

Koreans can be like that. Understated, yet oddly expressive at the same time. And nowhere is this more true on the golf course and in our golf bags. In fact, I suspect many Korean golfers look forward to new apparel and accessory drops more than they do actual equipment launches each year.

At this point, Korean golf fashion may exist on its own timeline. (courtesy of @seonbi_golfer)

There is ample evidence to support that suspicion. Korea is the world’s third-largest golf market behind the United States and Japan, yet its appetite for golf apparel exceeds that of both countries combined. Recent estimates suggest that Korea accounts for nearly 40 percent of the global golf apparel market, placing it among the world’s most influential golf fashion markets and punching well above its size.

Simply, we care deeply about how new golf clubs look and feel, but enjoy looking good while swinging them even more.

Golfers in the West may laugh and say that golf is played on a course, not a fashion runway. Perhaps. But what’s the harm in trying to look and feel good, if the added self-confidence can help actual performance? It certainly seems to have worked for Jason Day, who may have unlocked a new stats category: dormant strokes gained. Coincidence?

During the COVID-era, estimates placed the market near $9 billion, an astonishing figure for a single country.

As a proud member of Gen X, I’ve witnessed the highs and lows of golf fashion firsthand. The pleated trousers and wing-tipped shoes of Jack Nicklaus, the stylish plus-fours and knickers of Payne Stewart, the baggy black trousers and fitted mock-necks of Tiger Woods, and the thigh-hugging athletic tailoring of Rory McIlroy. Golf fashion, like the golf swing itself, has rarely stood still.

But nowhere have those trends shifted, evolved, and been scrutinized quite as relentlessly as in Korea. Here, golf fashion moves faster than fairway gossip, and consumers dissect brands with a level of discernment that can be both impressive and mildly terrifying. New brands are studied, judged, embraced, or dismissed with startling efficiency.

The result is a consumer base with one of the sharpest eyes for quality and authenticity anywhere in the world. It is difficult to quantify, but easy to recognize. Clean lines without trying too hard. Luxury mixed with utility. Trend awareness balanced by restraint and purpose.

It’s golf fashion shaped by one of the world’s most style-literate cities, something I like to call Seoul Sensibilities, referring to the taste level forged by a uniquely competitive environment.

And increasingly, global brands have noticed.

Many golf brands in Korea have their own flagship shops dedicated to apparel only

Titleist understood this years ago, when its apparel business in Korea took on a life of its own under new ownership and local direction. What had once been a straightforward extension of an iconic equipment giant became something sharper and more premium. By going all in on the serious Tour-player look (I couldn’t even fit into their XL sizes), Titleist struck the right chord with Korean consumers and helped its fledgling apparel business break into the mainstream. Titleist became a household name even for non-golfers who wore its caps, shirts, and windbreakers in daily life. In many ways, it proved that even heritage golf brands could carry real fashion credibility when viewed through a Korean lens.

Several years later, PXG took a page out of Titleist’s playbook and followed suit. Korean consumers helped transform the brand from one known largely for irons and loud commercials into something broader and more stylish. PXG apparel’s growth in Korea was explosive, where it found an early audience and turned the category into something more than mere logo merchandise. It is still hard to walk anywhere in Seoul without seeing its palindrome logo.

Malbon’s meteoric rise in the United States was genuine, but its ascent into a global golf lifestyle brand owes much to Korea, where it was elevated by a market already fluent in modern golf style. Korea did not simply embrace Malbon. It pressure-tested the concept, refined its appeal, and helped push it into the global spotlight.

As such, new brands may arrive from abroad, but more often than not, their sharpest evolution happens here. If a brand can earn credibility in Seoul, it’s deemed to have passed one of the toughest style audits in the game.

That is why the next meaningful chapter may not come from outside, but from a Korean brand moving in the opposite direction, carrying those Seoul Sensibilities outward as K-pop once did.

Play young Stay dope.

From Seoul, With Intent

Khalhon is a label that feels less like a trend-chasing newcomer and more like the product of a market that has already seen everything. Golfers here have long been surrounded by luxury logos, technical fabrics, and tour uniforms disguised as lifestyle wear and vice-versa. In other words, novelty alone rarely lasts here, and the Koreans seems to understand that instinctively.

Its style language leans into clean silhouettes, relaxed but tailored proportions, muted palettes, and premium materials that speak quietly but confidently. There is a modern city aesthetic running through it all, with strong layering pieces, thoughtful textures, and subtle branding that suggests sophistication rather than demanding attention.

“Built for the course. Designed beyond it.”

Most importantly, the garments seem designed to blur the line between golfwear and everyday style. Shirts, trousers, knitwear, and outer layers move comfortably between a game of screen golf, a lunch reservation, an airport gate, or an afternoon coffee in Gangnam with friends.

It raises the question of whether this is golfwear that happens to look good off the course, or everyday clothing that performs beautifully on the fairways.

Personally, I have long appreciated Nike Golf for its clean, athletic modernization of golf attire. It also has the useful side effect of making me look like a more serious golfer than I probably am. But off the course, there are times when being instantly identified as the golf guy in a crowd of non-golfers can feel a touch self-conscious.

“Built for the course. Designed beyond it.”

That is part of what drew me to Khalhon, which seemed to blend golf and everyday wear naturally. While some of the outfits may be slightly beyond my personal confidence level, the brand also offers tasteful options for older guys like me who still want to express a little personality without regretting the decision later.

These are not simply flashy outfits worn on the course and then banished to the closet until the next tee time. They work surprisingly well off the course too, and I suspect many of the pieces will still look right a couple of years from now, which would certainly be kinder to my wallet than most golf fashion trends tend to be.

And perhaps that broader lifestyle positioning also helps explain why someone like Sean Wotherspoon would find Khalhon creatively interesting in the first place.

“Built for the course. Designed beyond it.”

“Korea is not only one of the most fashion-forward golf markets in the world, but one of the most fashion-forward markets globally. Korea is ahead, and I love to watch and try to catch up.” – Sean Wotherspoon, Creative Director at Khalhon

Seoul and Beyond

If Khalhon’s rise says something about where Korean golf fashion is today, its relationship with Sean Wotherspoon says even more about where it is heading.

For readers less familiar with Sean Wotherspoon, his arrival at Khalhon is not some routine celebrity endorsement or influencer collaboration. In design and streetwear circles, Wotherspoon is regarded as one of the more influential creative voices of his generation, particularly when it comes to blending nostalgia, storytelling, and contemporary culture into products that people can connect with.

He first gained widespread attention through his now-famous Nike sneaker collaborations, where his vintage-inspired designs and instinct for color helped turn him into one of the defining artists of the late-2010s sneaker era. His work gradually expanded beyond footwear into apparel, automotive collaborations, collectibles, and broader lifestyle design.

Modern golf style now extends well beyond the fairways, where performance and functionality are largely expected by default. And while plenty of brands already make technically competent golfwear, Khalhon seems more focused on designing clothes people would genuinely want to wear even after the round ends.

And when guys at Wotherspoon’s level show genuine interest in working with a Korean golf brand as its new Creative Director, fashion circles tend to sit up and pay attention. There’s already a huge buzz among the fashion-conscious here about upcoming collabs with iconic sports stars and brands.

“My creative direction for Khalhon is disruptive, colorful, nostalgic, and modern. My goal is to blend these avenues seamlessly within each collection.” – Sean Wotherspoon

In chatting with Sean, what stood out most to me was how genuinely energized he sounded about the project itself. Despite having already worked across and countless other creative spaces, he described golf as a completely fresh category for him, saying that Khalhon “will be an amazing vehicle for my design work.”

At the same time, his enthusiasm seemed tied just as much to Korea itself. He spoke openly about admiring Korea’s fashion culture while repeatedly insisting he is still a terrible golfer.

There was something oddly refreshing about that humility. Rather than sounding like a celebrity parachuting into golf simply because the category suddenly became fashionable, Sean sounded genuinely curious about what Korea might do with the category next.

And perhaps that is what makes Khalhon feel interesting right now. The brand feels less like a trend-chaser and more like the natural result of a market now confident enough to export its own point of view.

For years, global brands came to Korea to sharpen their image against one of the most discerning audiences anywhere. Now, a Korean label appears ready to send those Seoul Sensibilities outward instead.

Which brings us back to kkot-saem-chu-i.

That final cold snap before spring always arrives with a reminder that seasons are changing, whether we notice it immediately or not. Golf fashion feels a little like that right now as well, as the old boundaries between sport, streetwear, luxury, and everyday style continue to soften.

And somewhere in Seoul, a Korean golf label already seems prepared for whatever season comes next. I just hope they have everything in my size.

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