For decades, the sport’s style was uptight: polos tucked in deep, pleated khakis pressed sharp, color palettes a little funky, stale even.
“It’s too stuffy!” we declared.
So we pressed on with the modernization of golf attire — probably better for performance, sure. But not so creative, not so much fun anymore.
Athleisure took over golf. Slick, shiny polyester pants, paired with the easily forgettable standard polo.
So of course, we heard cries of “It’s too boring,” but the response to that was a load of loud, obnoxious patterns and colors that are truly a sore sight for once-rested eyes.
No attention to heritage, no attention to style — just attention to grabbing attention at all costs. THAT was the unfortunate solution to the “too boring” claims.
Enter a new era, an era of golf attire expressionism you could say. Finally, brands are coming out of the woodworks with looks that remind us of days of old, but play like today’s best stuff.
A team doing this better than most is Metalwood Studio.
metalwood
I can’t tell if they capitalize the m. Regardless, founded in LA in 2020 by former college golfer (and former Malbon Brand Director) Cole Young, Metalwood was born from a simple frustration: golf clothes didn’t reflect the energy or personality of the people who actually loved the game. Metalwood ponders one simple idea: could high quality golf apparel look like the 90s again?
Young got a taste of bending the rules at Malbon, but it couldn’t quite scratch the itch enough. He had to build something himself.
And so this mix of nostalgia and (purposeful) irreverence has become their schtick, and in just a few short years, they’ve built a cult following (they have a discord community of almost 5,000 members).
They’re a fine example of “if you build it they will come.” Who is the they we speak of here? A very niche, but prevalent group of young golfers and fashion-appreciators alike who want their fits out on the golf course to reflect who they are. Simple.
It’s kind of this new age hipster — big on streetwear, willing to take some fashion risks, but also excited about the come one, come all era of golf we’re in right now.
Get this.
In a collab with KEEN (wild btw), they hosted a live event in Costa Mesa, CA and literally had a custom metalwood-branded vending machine full of metalwood x KEEN sandals in there. Who does that?
They’re not shying away from the 90s dad lore, so I can’t say I’m surprised.
Many may say, “this is performative — they’re trying too hard to be out of the box.” MAYBE, but I am here to say that I think it’s authentic. They’re just odd enough (in a good, refreshing way) to stand out, but with products certainly quality enough to compete with the big dawgs.
They will continue to be themselves, and they will continue to win, whether you think their vibe is performative or not.
They are a top 5 favorite golf brand for me, and it’s because it’s not so obviously or singularly a golf brand.
It’s the versatility
The magic is that it works both on and off the course. A Metalwood hoodie feels just as natural at a trendy coffee shop as it does at the range. An oversized polo can carry you through 18 holes and then straight into the city (perhaps after a good shower).
Again, it’s golf gear without the aforementioned stuffiness OR over-techy look, and that’s why it resonates with the youth of today.
And maybe this is the future of the golf apparel game — totally different styles becoming optimized for the golf course without actually losing the style along the way.
It’s bound to happen given the influx of new golfers from all walks of life, all types of style. Brands will find their niche audience of people who have never had their style represented on the golf course, and they’ll make it.
Alas
Expressive golf attire is in for the casual golfer. For professionals outside of Jason Day? Maybe not. I wish, but maybe not.
But casual golfers will enjoy golf more if they feel like themselves out there.
So cheers to metalwood for what they’re doing.
Luke ManganOn Golf