Golf uniforms, which were recognized as sportswear centered on middle-aged people in the past, are breaking down the boundaries of everyday wear with functionality, design, and various materials. Although the growth of the golf population is slowing down, it has become a premium casual wear and is drawing attention as a new breakthrough in the stagnant golf wear market.
According to the fashion industry, major golf wear brands are strengthening their Golf-core style, which can be used not only in the field but also in everyday life such as going to work, traveling, and cafes. The strategy is to expand designs that can be worn like ordinary casual wear while maintaining functions such as cool feeling and UV protection.
“The golf population, which has exploded since COVID-19, is expanding beyond simple sports consumption to lifestyle consumption,” a fashion industry official said. “Recently, even consumers who do not play golf are consuming golf wear as a ‘premium leisure look’.”
Representatively, LF’s Dax Golf has strengthened daily wearability by expanding short-sleeved knitwear and lightweight outerwear that combine classic check patterns and cold materials. Although functional materials are applied, the design is simplified so that it can be used like general office casual.
In particular, it has released a “New Pleats Collection” with pleated materials to show differentiation in terms of the design and wearing experience of golf wear.
LF explained, “Plitz is a material that forms a three-dimensional structure with wrinkles at regular intervals,” and “It has been mainly used in contemporary fashion, and it is designed in an optimized way for golf wear to present a new category.” Beanpole Golf, which renewed its brand by introducing a new logo in February, is also putting a “hybrid style” that crosses the field and daily life. It is strengthening the concept of “golfwear that can be worked to work” centering on knit cardigans, pullovers, jersey pants, pleated skirts, and functional slacks.
The competition to target young consumers is also fierce. Descent Golf is expanding its set-up style that combines cooling function and minimal design, focusing on securing customers from 2030s. Recently, the company has increased the proportion of its products that enhance daily utilization such as loose fit silhouette, windbreaker vest, and lightweight anorak.
In the case of the street-sensitive golf wear “Golden Bear” in Kolon Industries FnC, some sizes were sold out early as the “Streep Hood Sweater,” which was introduced as an overfit during this year’s SS season, became popular.
The premium golf wear market is also paying attention to a trend that can combine with daily wear. A case in point is J-Lindberg, which is being developed by Shinsegae International. J-Lindberg is reinforcing the image of “luxury sportswear” by using minimal design with Nordic sensibility and high-end functional materials. In particular, this season, the company expanded its set-up product line that can be used not only as a field but also as a travel and resort look.
The industry believes that the design of golf wear is in the direction of naturally mixing with everyday clothes, away from emphasizing a colorful logo-centered style in the past.
“These days, golf wear is getting closer to the premium casual wear market than simple sports clothing,” a fashion industry official said. “Although the growth of the golf population is slowing, the possibility of growth is growing as consumers expand into the daily clothing market.”
SALLY LEE
US ASIA JOURNAL
