Olydoe Has Arrived.

Olydoe launched this week.

You may have never heard of them, but in due time, I believe you will.

Obviously if you’re reading this, you’ve now heard of them. Whatever.

Most of this chit chat is speculation, as of course, they’ve only been around for a day or so now.

Olydoe is a golf lifestyle brand that blends respect for the sport’s traditions with refined, purposeful style. Committed to thoughtful choices that honor the game’s natural landscapes, Olydoe brings together design and integrity for golfers who value both style and substance.

That’s how they’ve positioned themselves.

They’re bent on using natural fibers: Supima cotton, Merino Wool, TENCEL Lyocell.

From the looks of it, they’re stripping back golf apparel to its roots. A very simple first drop that is easy on the eyes, super versatile, and just great looking.

They’re thoughtful in their approach to craftsmanship, and in conversations with the founder, I’ve found that they’re really excited about the creative direction of the brand. Tapping into some of the finer things in life, Olydoe will aim to balance this feel of status and quality with an openness and approachability.

Like, you’d feel special wearing Olydoe despite the fact that it’s available to anyone. Well, the pricing is premium, so maybe not EVERYBODY.

But everybody in theory.

Tough to do, but I think they can get it just right.

Scott Matthews spent his last decade pounding the rock in investment banking and corporate finance (can I use a football analogy in a golf newsletter?).

He probably spent an afternoon out on the golf course with his buddies when he realized, wow, all of our shirts are pretty tacky and annoying. Someone should DO something about that.

So he did, and he built Olydoe.

With ties to both Chicago and now Dallas, Olydoe’s logo was crafted out of the mixing of the Texas and the Chicago Flags’ stars.

Pretty cool stuff. So what are they aiming for?

Now, Matthews isn’t saying he’s the buck mason of golf. But in our conversations, Buck Mason has come up a couple times as the blueprint for craftsmanship and storytelling.

So I kinda coined it for him.

Now if you’re NOT familiar with Buck Mason, my goodness should you take a look. Buck Mason offers you a chance to look legitimately too cool. Like if I wore an ALL Buck Mason fit, I would have to ask my wife if it was appropriate for me to go out looking that good.

Here’s a vibe check:

Gosh the colors, the tones, the aesthetic. WOW.

But wait, this isn’t a Buck Mason brand review.

This is an Olydoe brand review.

So here’s what they’re rocking with:

Got a few t-shirts, but these pieces are the stars.

This was their Heritage Collection, an ode to the land on which we play.

In my opinion, I think this will be a brand that takes a second to land — there’s nothing IN YOUR FACE about it, so it’s not going to be this pattern-interrupting brand that makes wild headlines for being different.

But over time, if they commit to the quality and the classic look, there will be room in every single golfer’s closet for an Olydoe piece.

They’ll take a look at their options and think to themselves, dang I just need a really nice shirt that looks good and feels good.

They’ll find Olydoe, they’ll try it, they’ll love it.

Olydoe will become a premium brand. While they’ve started with nice, crisp polos and hats, I predict they will eventually hang their hat on something else:

Layers + signature pieces.

It’s funny, I’ve spoken with Scott (the founder) a few times now, and he’s not specifically mentioned his emphasis on the layers, though I’ve seen a couple mock ups for their Spring drop that includes them. BUT you can picture where this could go. There are several brands that are crushing the market in premium polos, there are some brands that hang their hats on… well… hats.

SO, I think there’s an opportunity in high quality layers.

Malbon is doing this: cool sweaters, jackets, pullovers, windshirts. Obviously, they have their share of polos and hats, but I think they separate themselves with pieces that stand out in ways that your typical golf gear does not.

Malbon is owning that in the golf x streetwear lane. Olydoe can really step into the golf x American classics lane (like Buck Mason) with some signature pieces in the future.

I’m sure they’ll start with a good looking quarter zip, a good vest.

But maybe in the future, we’ll see an old-school cardigan, Arnold Palmer style. Maybe some wool sweaters that tap into that modern classic look they’re going for.

It’s so hard to just build from scratch, but I think they might just have a shot to be really special if they stick to their guns.

This is just Olydoe’s first stab. I think they only improve from here.

I think their willingness to innovate will be the difference between their surviving and their thriving.

Check them out:

Cheers,

Luke Mangan
On Golf