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Why aren’t more small golf companies making it big?

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More and more in the golf industry, success is based on skills that are not required to make a birdie or par. The people who design today’s driver heads are in some cases, actual rocket scientists. A digital expert who has never been on a golf course is often more valuable to a company than a tour player. Yet when you look at the smaller companies that exist in the golf industry, and particularly in the golf equipment industry, you generally see companies that are heavy on golf passion and light on modern business expertise. It’s killing them.

Golf equipment, in particular, is now more driven by the big brands than it’s ever been, and this is totally the opposite of what’s happening in so many other industries. The food business is a wonderful example. I was in CVS last week and was surprised to see a “Keto” meal replacement shake being promoted on an end-cap. On the same end-cap was a vegan protein powder.

Five years ago, I had never heard of Keto. I knew very few vegans. Today, I know people on both diets. If you have an ability to surf the web, it’s been quite easy to take part in the food revolution that’s happening right now in the U.S. And one of the most interesting things about it is that it’s been almost entirely driven by small companies.

The big food business is hurting because it’s struggling to meet the evolving preferences of consumers. Smaller brands have been much more in touch with customers, and as a result, much more innovative with their products and marketing. There’s no disputing this. Many small food brands are crushing it.

And the same trend is happening in retail. Been to a Sears lately? Mine closed. When my wife wants to go to the mall, it’s only because of a product that was recommended by an Instagram influencer (think of Influencers as micro-brands). Usually, it’s something from Madewell. I digress.

Last month, I bought the most beautiful double-walled, glass coffee cups from Fellow, a premium coffee accessories brand that sells online. I had no way of knowing I could enjoy coffee cups this much. This little company knew what I wanted before I did. So like a lot of modern consumers, I took to Instagram to celebrate. I tagged the company. A few friends texted me to ask about them (many of my friends are very into coffee).

So how is it that people can buy the most wonderful products from small, innovative companies in nearly every space, but they struggle to do this in golf? Or is it just that they’ve never heard of all the great small golf companies. And if so, whose fault is this?

It’s true that with enough time the most serious golfers will eventually find out about the best small golf companies. But the problem isn’t that small companies can’t reach the most serious golfers. Many can. It’s that most small golf companies can’t reach anyone else.

Across the board, small golf companies are failing to embrace a strategy that would actually resonate with a sufficiently large audience. In most cases, this is because they’re trying to play the same game as the big boys. They’re obsessed with making products that they can say are “better.” That strategy can only work if you have a lot of money to spend.

When I worked with GolfWRX, one of my jobs was to speak with big and small golf companies and pen articles about their new products. And in most cases, the claims checked out. The smaller company’s clubs were sometimes 10 yards longer or 10 percent more forgiving, etc. as they said.

But I always had a feeling in these interviews and testing sessions that for certain companies, this extra performance wasn’t going to make a meaningful impact on sales. Not enough golfers were going to try it. Not enough golfers were going to talk about it. And the cycle would continue. I watched several of these companies run out of money only to blame “a slow down in the golf industry” for their failure.

What these companies were missing is that having an exceptional product is simply the cost of doing business. It’s not game-changing to make a product that’s as good or slightly better than the big boys. You won’t move the needle with products that are “just as good” but cost less. The only way small companies can make it big is to play a different game, and I believe it’s a better game.

Marketing works best when customers are willing participants in the process, and if you believe that, then the first step is obvious. A company has to find ways to make customers genuinely curious about its products or services. When customers feel this way, they’ll want to learn more. They’ll follow a company on social media. They’ll read a company’s website from cover to cover. They’ll often walk away liking a company so much that they can’t stop talking about it. Not just to their playing partners, but to their brother-in-law. Their friends at work. Their old college roommate. The guy sitting next to them on the plane.

We’ve all had these positive experiences with a brand or product at some point, and they’re magical. It’s exciting to share a great find, even if it’s something as trivial as a coffee cup.

What you’re seeing right now in other industries is small companies that are succeeding because they stand for excellence in a specialized way. To communicate their excellence, they’re not talking at their customers. Their communication feels like an invitation. It feels like the marketing campaign was designed with them in mind. And this strategy is even more effective when the product stands for an idea that’s bigger than golf, which isn’t as pie in the sky as it sounds.

For PXG, it’s status—and a bit of rebellion. For Titleist, it’s trust. And if these companies are doing their jobs well, these big-picture ideas are built into the product DNA—not attached ad hoc when it’s time to sell.

When companies create products that stand for something, it becomes so much easier for them to build authentic relationships with their customers. They suddenly have choices beyond beating their chest about their most recent accomplishment, which rarely works. Think about it this way; when your friends brag to you, you probably want to roll your eyes. When strangers do this to you, you quickly walk away. And when brands do this to you, you ignore them.

I believe that golfers want to change their buying habits in golf as they have in other industries. But they need more small companies to shake things up in a positive way. They’re waiting for the right message at the right time. And because that’s not happening, they can only hear the loudest voices in the room. And it’s a shame.

Zak Kozuchowski is the Founder & President of Rooted Solutions, a golf-focused marketing and consulting agency that has partnered with some of golf's best new brands including L.A.B. Golf, Perfect Practice, JumboMax Grips. From 2011 to 2017, Kozuchowski served as the Editor-in-Chief of GolfWRX where oversaw growth of 325% in unique monthly visitors and architected the company's Featured Writers Program. Kozuchowski is a proud graduate of the University of Richmond (VA), where he played on the golf team (Go Spiders!). He resides in Metro Detroit with his wife and his two young children who continue to prefer Disney+ to major championship coverage. He's working on that.

18 Comments

18 Comments

  1. Lefthack

    Jun 13, 2021 at 9:27 am

    So far I’ve bought from Lazrus and Byrdie Golf Designs, both I think are top notch. I am on the list for a set of Lefty Haywood MB’s at the end of this year. I made a point to try and support smaller companies, especially ones who support the tiny lefty market.

  2. Michael Duranko

    Dec 8, 2019 at 12:25 pm

    Thanks…Interesting comparison and always looking for new, smaller companies.
    But dont the samller guys get bought up by the big companies, like in other industries?

  3. Bob

    Dec 6, 2019 at 2:12 pm

    Arias with their zero offset irons is probably the best new small company around.

  4. JOE

    Dec 6, 2019 at 11:40 am

    The problem is all the smaller companies actually charge more than most of the big names.

  5. Steve

    Dec 5, 2019 at 11:05 pm

    I bought my Piretti putter (Potenza Elite) because I know the owners and wanted something different, and liked the look of the brand. It’s the best putter I’ve ever had by a mile. Golfers should set a goal to have at least one non-major companies club in their bag, just to support the industry if nothing else.

  6. Joe

    Dec 5, 2019 at 8:02 pm

    Can you name a few companies? I don’t mean this in a negative way but which small companies are putting out exceptional products?

    Joe

    • Dennis

      Dec 6, 2019 at 1:08 am

      Single Length is a good example, isn‘t it? Most people only know about Cobra One Length but there are so much more out there: Sterling, Pinhawk, etc

    • MJD

      Dec 6, 2019 at 8:09 am

      There are a few good ones:

      National Custom Works
      Byron Morgan Putters
      Carbon Putters
      Bombtech
      Artisan Wedges

    • Barrett

      Dec 6, 2019 at 1:58 pm

      “Exceptional” is subjective, but I recently found Sub70 and ordered a set of their irons and absolutely love them. Also being able to talk on the phone with their CEO and get advice was great.

  7. DukeOfChinoHills

    Dec 5, 2019 at 7:02 pm

    Zak, in your opinion should smaller brands use/sponsor “influencers” to accelerate their online presence and growth? Or can their product and “brand” speak for itself? On the flip side, don’t you think golfer can see through the overt plugs influencers post?

    • Zak Kozuchowski

      Dec 5, 2019 at 7:28 pm

      Duke,

      Thanks for your question. It’s a good one. A metaphor that comes to mind is building a house. If it’s to stand the test of time, it has to have a good foundation. And that means having a solid brand.

      If the product is bad, it’s like building a house on quicksand. It doesn’t matter how good the branding is. The house will fall.

      Let’s say the product is solid, but the foundation of the brand isn’t strong. If a lot money is spent on advertising (or influencers) too soon, it’s going to be hard for the brand to stand up to the growth. Somewhere cracks are going to form. Sometimes they’re manageable, and sometimes they’re not.

      For our brands, we’re on the lookout for advertising partners and influencers who have organic interest in our clients — something about the brand or product suits their preferences or inspires them in some way. To us, those are the best partnerships — and usually the most successful ones. They don’t feel like plugs; they feel like relationships.

  8. Desmond Grier

    Dec 5, 2019 at 3:47 pm

    Let’s not forget the impact of the golf rules on the small companies. The change in the groove rule required complete redesign of the casting or machining of iron faces. One small company I dealt was looking at millions in new costs. They made a quality iron but had to shut their doors. The groove rule gave the big companies (that change their lines every year for better or for worse, anyhow) a huge leg up on the small ones (and frankly, didn’t change the “smash and gouge” style of the top players a bit).

  9. mattbear04

    Dec 5, 2019 at 2:27 pm

    Not a good comparison. The pie that the big food brands controlled is so large that there is room for disruption with smaller companies making their way. Plus society has shifted and is more focused than ever on food and nutrition, so the industry is in a growth phase again.

    The golf industry as a whole is in a contraction/consolidation phase. Tough environment for a start-up. Has to be a home run or not going to last.

  10. Ronald Montesano

    Dec 5, 2019 at 2:23 pm

    Keto is a diet; vegan/vegetarian is a life decision. Both focus on health, which matters way more to those who opt in than golf clubs or coffee cups.

    Are there more than two types of consumers? The first would be the impulse/curious group; the second would be the loyalists. You need the first to establish the second.

    When Nike dropped out of the hard-goods game, that opened up 10% of the market for smaller companies. Many of them have succeeded, knowing that 1% or 2% is enough to make a fine living. They don’t wish to supplant Titleist.

    Brooks Koepka plays Mizuno. I bought Mizuno irons this fall from my local, independent golf dealer. Did Koepka influence me? A bit. My previous experience with them, moved me away from the Ping irons whose grooves had worn out. I have a friend who purchased Sub70 irons this fall, a complete, online sale. He fits the impulse/curious buyer attribute, while I was more of a returned loyalist.

    I have more thoughts on this matter. Look forward to sharing them.

    • Prime21

      Dec 5, 2019 at 6:02 pm

      who asked this dude?

    • A. Commoner

      Dec 7, 2019 at 7:54 pm

      If of similar vein and fiber, please keep your “more thoughts” secret.

  11. K

    Dec 5, 2019 at 10:33 am

    Good article.
    There are lots of things a couple of the smaller brands could do to get more traction. But my family has to eat too i and charge for info like that.

    You did a great job highlighting the fact that most of these smaller companies know TONS about golf yet know little or nothing about actual business. The fact a few of them are still around should be a sign for the bigger brands to stay on their toes if they dont want to lose market share. Might not be long until another Bob Parsons/PXG shows up and does more damage to their bottom line. It honestly wouldnt be very difficult to take some of Callaways “loyal” followers, eventually taking their spot. I believe they are stagnant and the weakest of the bigger brands. If they dont change a few things soon i would honestly be surprised if someone doesnt take their position in the next 5 or 10 years becoming the next Radio Shack…

    From day 1 Apple hasnt always made the best products (certainly not the cheapest) in their market but they were always one of the best selling. Well least when Jobs was around, now its questionable. That has to tell you something….

    I could go on and on for days about this boring whoever is reading this far but im not getting paid for this so its time to get back to work.

    • Say what?

      Dec 5, 2019 at 6:06 pm

      you could go on and yet nobody would pay attention. Hopefully your real work is better than your commentary.

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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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