Question ❓ What’s next? The minds behind some of golf’s biggest fashion brands offer their visions

What’s next? The minds behind some of golf’s biggest fashion brands offer their visions

Golf style is having a moment. Rounds played are up 20 percent since the pandemic with increases in play among young people, women and people of color. This surge is fueling in part a greater democratization in golf fashion with influences from the street, skateboarding and hip-hop. Golfwear makers are also borrowing from their contemporaries in high fashion, evoking heritage, quality and versatility over just sweat-wicking. This moment raises a few questions, such as where does on-course style go from here?

When the dust settles on golf’s new peaking popularity, which brands will be standing? We spoke with Scott Mahoney, CEO of Peter Millar; Billy Draddy, creative director at Summit Golf Brands (B.Draddy/Fairway & Greene/Zero Restriction); John Bourne and Alex Holderness, founders of Holderness & Bourne; John O’Donnell, the man behind Johnnie-O; Julien Tornare, CEO of TAG Heuer; and David Lauren, chief innovation officer at Ralph Lauren, to paint the bigger picture. The interview has been edited for concision

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