Discover New Emerging Brands Before Everyone Else.
Sent Weekly.
Sent Weekly.
Part 1 of a 4-part series on the ultimate guide to the best new apparel, gear, and hardware for the modern golfer.
Golf isn't just evolving—it's having a full-blown revolution.
The changes go all the way to the top. Professional golf today looks nothing like it did five years ago. LIV Golf is shaking up the league dynamic, with high-energy music pulsing in the background and a fresh roster of headline players. The familiar faces we once watched every Sunday are now joined, and often replaced, by social media-driven stars who are stepping confidently into the spotlight.
But it feels like even more is changing beneath the surface. The way people interact and participate with golf is different. Once considered an upper-class, country club sport, golf is now becoming a game for everyone. Interest is rising among people who have never even set foot on a course, and entertainment options like TopGolf and DriveShack are making golf more accessible and mainstream. One investment firm, Blue Jeans Golf, has even coined the term "Golf Lite" to describe a new space for off-course golfers—people who enjoy the game in relaxed settings, at tech-enabled driving ranges or simulators, without strict dress codes or formalities.
Golf media is also being completely transformed, driven by a new wave of influencers. Content now ranges from magnetic personalities and golf education to showing off a perfect stinger shot against picturesque mountains. This shift couldn't be clearer than what happened this past week with the first-ever Barstool Sports x Bob Does Sports Internet Invitational, where 48 internet personalities are competing for $1 million. I've been absolutely hooked! With 5 episodes out as of this article, the views have already totaled more than 17.1 million. And that's on videos ranging from two to almost four hours long. You'll start to pick favorites (and enemies) as you get exposed to fun golf personalities you've never seen before. LIV and PGA might have some competition!
And as the culture of golf changes, the gear is changing with it.
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The old-school uniform is no longer the only option. Today's golfer wants apparel that blends streetwear with the golf aesthetic. They want gear that's high-performance but also high-style. This revolution isn't just about how we play or what we watch; it's about what we wear and what we use.
At Previewer.co, our job is to find the brands leading this charge. The list of new brands got so big, we had to turn it into a four-part series. Over the next few weeks, we'll be introducing you to 36 up-and-coming names that are defining the future of the sport. (Why 36? You know, par for 9 holes... it just felt right.)
We're kicking things off with the most visible change in the game: Apparel. Get ready to update your wish list. Here are the first 9 brands that will keep your style up to par with the changing tides.
If you've noticed golf apparel looking a lot less stuffy and a lot more like streetwear lately, you can probably thank Malbon Golf. They were one of the first brands to really get this new movement, bridging the gap between high-fashion streetwear and the course. One minute you'll see them dropping a collab with the New York Knicks, and the next they're releasing a 'Preserve' collection that has a perfect old-money, country club feel. They're known for working with just about everyone, from Nike and Adidas to Gap, and it feels like every major brand wants to be associated with them. You should check them out if you're looking for gear that respects the game's traditions but isn't afraid to have a little fun with them.
If you're the person in your foursome who's usually more focused on the playlist than the scorecard, Sunday Swagger is probably your uniform. The whole vibe is best described as "if Chubbies got into golf," so think vibrant, loud, and personality-driven polos. You won't necessarily look like the most professional player out there, but you will absolutely be seen as the leader on the vibes scoreboard. This is the brand for you if you're looking for apparel that's just plain fun and doesn't take itself too seriously.
If you feel like most golf polos are a bit sleepy, you're on the same page as the team at Bad Birdie. They built their brand on the simple idea of making golf more fun and less stuck up, welcoming everyone from new players to seasoned ones. Their whole aesthetic is about fun, eye-catching patterns that stand out, but they don't skip on quality, packing in high-performance, athletic-fit fabrics. You might actually recognize them from a famous Shark Tank episode where the founder, Jason, made a deal with Robert Herjavec that came down to a putting contest. This is the brand to try if you want to bring some high-energy personality to the fairway without sacrificing the performance you need for a good round.
You're right, calling Eastside Golf "under-the-radar" is definitely a stretch. When you've repeatedly collabed with Nike and the Jordan Brand, you've pretty much graduated from that classification. But they are so important to this new movement that we had to include them. Eastside Golf is an independent, Black-owned lifestyle brand founded by Olajuwon Ajanaku and Earl Cooper, who met on the golf team at Morehouse College. Their aesthetic is about bringing authentic street culture and a real-world perspective to the game, perfectly captured by their iconic logo of a golfer in a hoodie, jeans, and a gold chain. They're famous for those sell-out-in-seconds Jordan collabs, but their own line of apparel is just as compelling. This is a brand to support if you care about the cultural shift happening in golf and want to wear gear with a real, powerful story behind it.
You know that friend who always looks like they're dressed for a runway, even when they're just grabbing coffee? Students Golf is what they wear to the golf course. It took me a minute to even realize they were a golf brand, and that's the whole point. This is where high-fashion streetwear and golf truly intersect, launched by Michael Huynh, the founder and CEO of the legendary Publish Brand. The aesthetic is so clean and fashion-forward that it feels more like a contemporary men's label than a traditional golf company. Huynh is known for pairing his twin passions, and he's created a brand that's genuinely built for the fashion-obsessed. If you want apparel that looks just as good in the city as it does on the 10th tee, this is your brand.
If you find all the vibrant patterns and "look-at-me" logos a bit much, you might be looking for something, well... quieter. That's exactly the space Quiet Golf fills. The name really says it all: this is a contemporary golf apparel brand that is simple, high-quality, and high-class. You won't find them shouting for attention; their aesthetic is all about understated, minimalist designs and premium materials that speak for themselves. This is the brand to check out when you want that clean, 'if you know, you know' vibe that values quality and subtlety above all else.
If you've ever felt like most golf brands are a bit too "East Coast" and polished, you'll get what Devereux Golf is all about. They are a cultural golf brand founded by two brothers who wanted to bring a fresher, more rugged feel to the game. Their whole aesthetic is a cool blend of "Southwestern streetwear" and vintage golf, inspired by their Arizona roots. Think desert-inspired graphics like scorpions and skulls, mixed with modern-fit polos, retro-style cardigans, and bomber jackets. This is the brand to try if you want to look less like a "country club" golfer and more like a "cultural" golfer.
Let's be honest, "Bogey Boys" is what most of us should probably call our regular foursome anyway. This brand, founded by the one and only Macklemore, just gets it. The whole aesthetic is a throwback to the '70s and '80s, full of retro graphics, high-waisted pants, and bold-collared polos that have some serious pizzazz. They're probably best known for that stellar Adidas collab back in 2023, which perfectly blended old-school cool with modern performance and proved they're a major player in the space. You should try them if you're looking for gear that has a ton of personality and feels both nostalgic and totally new at the same time.
This one is a bit different, because to call Random Golf Club an apparel company is to miss the point entirely. They're a media company and a global community first, built on the core belief that the best part of golf isn't your score, it's who you meet along the way. Founded by Erik Anders Lang, RGC's aesthetic is less about a specific clothing style and more about a social, inclusive, and welcoming vibe. Consider it the golf club for the average golfer. They're known for their incredible films, their podcasts, and their massive in-person events like the "Mad Scramble Tour," where hundreds of golfers get together for a fun, chaotic, and community-focused round. You should check them out if you're looking for a crew that embodies the social, fun, and accessible side of the game.
And that's a wrap on our first 9 brands.
From the streetwear-heavy hitters like Malbon and Eastside to the vibrant fun of Sunday Swagger and the quiet class of Quiet Golf, it's clear that personal style has finally found a home on the fairway. But this is just Part 1 of our 4-part series, and the revolution doesn't stop at your closet.
What apparel brands did we miss? Drop a comment on our LinkedIn or Instagram with your favorites.
Be sure to subscribe to the Previewer.co newsletter so you don't miss out on the rest of our 4-part series, where we'll be diving into the Gear and Hardware that's changing not just how you look, but how you play.
