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Brand loyalty — why do we use the clubs we do?

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By Graeme McLeish

GolfWRX Contributor

The Year is 1998 and time for the annual family holiday. We are going back to Florida, but not to our usual spot. This time we are staying at Marriott’s Grande Vista – The Home of the Faldo Golf Institute!

Growing up Nick Faldo was one of my favourite golfers. I loved the way he approached the game, dedicating himself to improving every aspect of his game and doing what was necessary to get there.

So, for a 16-year-old on his way to spend two weeks next to Nick’s academy was a dream come true. During that holiday I spent 13 out of the 14 days on the golf course and the practice range. I let the rest of the family go to the theme parks. All I was interested in was golf (and lots of it).

The facilities there were like nothing I had seen before. There was an indoor teaching studio with all the cameras and swing technology you could imagine and a workshop to make any adjustments to your club you needed. At the club where I grew up, the practice area was a strip of grass sandwiched between the first and second holes, so best you stay alert for stray tee shots heading straight for you.

Just like any other kid, I wanted to use the equipment that my favourite players were using, and since Faldo at the time was playing with Mizuno clubs, I couldn’t wait to try them out and be fitted for a set.

At the time I was playing with a set of Hogan H40s. I had bought them during a previous trip to Florida from the Edwin Watts on Turkey Lake Road. It was a huge golf shop and I was in heaven every time I went there. We didn’t have golf shops anywhere near as big as that in Scotland. In fact, if the golf shop was bigger than a cupboard you were lucky.

So, upon arrival at the Faldo Golf Institute I quickly booked a custom fitting session with Randy (later during the stay I also booked a lesson with Faldo’s coach at the time, Chip). This was my first taste of custom fitting of any sort. Previously it was a simple case of grabbing a set off the shelf that you liked.

I can’t remember the other club that I tried, but the one that I do remember is the MP-14 (obviously … because I ended up getting a set). It certainly was a great experience and opened me up to a whole new world of possibilities.

At the end of the session, the club that I was hitting the best with was the blade. Who would have thought that I would be going from a set of Hogan H40’s (large cavity backs) to a set of Mizuno MP-14 blades?

It was a dream come true to get a set of Mizuno blades.

That holiday and that custom fitting session was the start of my golfing relationship with Mizuno.

Fourteen years later and I still use Mizuno blades. Why is that and what made me loyal to a brand for so long?

Well, I believe that there are a few contributing factors. First of all, as I mentioned, at the time my favourite golfer was playing with Mizuno, so anything they produced stood out ahead of the competition and any brand that sponsors a player that you like or relate to will get your attention before any other brand.

Their reputation for producing the best irons was also a factor as well as how I played with them and the way they made me feel as a golfer. I perceived that playing with blades made me a better golfer and bought into the idea that you first learn to play with blades and then if you want to change, you can, but your ball striking and your ability will be better off because you played with blades. So far I would have to say that it has paid off.

In 2003 I bought my very first Scotty Cameron putter while I was working in Boston as part of my university degree. I had to save a bit of cash to get it, but I had wanted one for so long. There were a few kids at the club playing with the Terrylium model, so naturally I wanted to own a Scotty Cameron. The name of the shop evades me, but it was on Commonwealth Ave. and I was living just down the road from the old Boston University hockey arena. They were still building the new one at the time.

I remember the day that I bought it. It was the Studio Stainless Newport and I walked out that shop with a big smile on my face. To this day more than nine years later it is still in my bag. I love the way it looks, the way it feels and most importantly the number of putts I hole with it.

So why are golfers so loyal to particular brands?

Well, the game takes up a lot of your time for starters and a fair amount of your cash too. Good equipment doesn’t come cheap and finding good equipment that you like and that fits your game is no easy task, so when you do find something that you like and suits your game, you hold onto it. Maybe it is a way of minimising risk.

Some brands just fit with you better than others.

This is most likely a combination of the colours that they use, the way they present their clubs, their motto, the professionals that they sponsor and the type of clubs that they produce.

Could where you live and grow up be a determining factor?

I made a comment to a golf coach who has helped me out with my swing about why there are so many Scottish touring pros using Mizuno clubs, and his response was that generally the Scottish guys prefer a traditional looking club and there probably is no other brand that produces a more traditional looking club than Mizuno.

Another way you may look at it is, Mizuno has their UK headquarters in Scotland and therefore out of the top manufacturers probably get the most exposure to the Scottish market.

Well, golf is a game of tradition and a game that likes to hold onto and honour that tradition. Other than the technology, golf has changed very little since it began. Maybe the nature of the game creates golfers and people who tend to be loyal and like their traditions.

When you see top professionals changing club manufacturers you hear the commentators start to panic – is it the end of their game? Will they be able to perform  to the same level?

Maybe brand loyalty is an integral part of golf.

Golf is a very visual game. Just like there are courses that suit your eye, there are clubs that suit your eye better than others.

When you set up to the ball, you want the club to look and feel a certain way. You want it to give you a feeling of confidence, excite you about hitting a great shot and assure you that there is nothing else in the world that you would rather be doing than playing golf.

There are so many clubs out there to choose from and lots of good looking blades also, but none of them do it for me quite as well as Mizuno and as they say “Nothing Feels Like a Mizuno”.

So, it is safe to say that I won’t be using any other manufacturer’s blades any time soon and I can’t wait to get a set of the MP-69’s in my bag custom fitted perfectly for no one but me.

Click here for more discussion in the “Equipment” forum.

GolfWRX is the world's largest and best online golf community. Expert editorial reviews, breaking golf tour and industry news, what to play, how to play and where to play. GolfWRX surrounds consumers throughout the buying, learning and enrichment process from original photographic and video content, to peer to peer advice and camaraderie, to technical how-tos, and more. As the largest online golf community we continue to protect the purity of our members opinions and the platform to voice them. We want to protect the interests of golfers by providing an unbiased platform to feel proud to contribute to for years to come. You can follow GolfWRX on Twitter @GolfWRX and on Facebook.

7 Comments

7 Comments

  1. Pingback: Why one Should Choose TaylorMade Over Other Golf Brands – Powerful Thoughts

  2. Blair M. Phillips

    Jul 21, 2012 at 1:31 am

    Why do we use the equipment(clubs) we use?

    Hmmm… I guess cost is the number one factor, then design, then where they are manufactured(North America), then quality and last “ease of maintenance”.

  3. Will

    Jun 11, 2012 at 10:54 am

    Adams golf, A4 hybrid/iron set helped my break 100 the first time. Since then, the entire bag (sans putter) is Adams.

  4. Ryan K

    Jun 10, 2012 at 8:03 pm

    Titleist for life! Adam Scott got me into the Titleist family and I have never switched.

  5. Mickey

    Jun 10, 2012 at 10:04 am

    Our equipment histories are eerily similar. In 99, I bought a set of MP-14’s with my high school graduation money. I played that set until the groves were worn out leading me to play the MP-37’s. I played that model for a while, wearing out 2 sets. I got my first Cameron in 05.

    Brand loyalty is a subject close to my heart. The cliffs notes version of my preferred response is as follows: As a PGA Professional and accomplished club fitter, I have a hard time with brand bias. I work very hard to get golfers into the product that best fits their game and helps them improve. Sometimes this means dealing with golfers with tremendous brand bias. Working through that is tricky. The greatest challenge as a fitter is not the golfer, it’s the marketing and brand loyalty. I don’t care which brand the golfer chooses as long as that company makes something befit the player.

  6. Yohanan

    Jun 10, 2012 at 2:40 am

    Sorry = replaced CG-16 wedges for Mizuno R-12 wedges after replacing a set of worn out CG-11 with the CG-16 last fall. What a downer? I am digger and those CG-16 aren’t for diggers. The R12 are butter and plow through anything I have encountered yet and still learning how to use them with that grind. Love my Mizuno’s! So far . . . .

  7. Yohanan

    Jun 10, 2012 at 2:35 am

    Replaced a set of CG-16 back in March with a set of R12’s. First forged club to hit my bag in 35 years of playing golf? What took so long? Brand loyalty and I guess I wasn’t willing to make the investment? Play one or two times a month 4 or 5 months a year. Anyway – the Mizuno wedges pushed me into replacing my G5’s with JPX-800 with KBS. Can’t wait to see them show up this week? I was 10 to 12 yard longer with that 6 iron during the fitting. Probably will have to boot the 60 out and carry the GW from the PING’s for the 120-125 yardage if the GW from the JPX is 10 yards further and the 52 R12 only goes 110? Should be a fun problem to have for a couple of rounds?

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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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