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We are back with Part 2 of Previewer's "Under-the-Radar" Golf Brands, featuring the most exciting new players in the modern golf revolution.
Part 1 was a smashing hit, reaching readers worldwide and becoming Previewer's most-read article ever! We appreciate the love, but most importantly, we appreciated the connection. We love this job because it connects us with the founders that start these brands and people that support them. You shared the brands that you are excited about on the course, and some even made this list!
Being exposed to the volume of innovation that is happening in this space has been incredible. We met people creating everything from AI-driven course experiences to next-gen simulators. It feels like every inch of the sport is being reimagined.
At Previewer, we feature up-and-coming brands in consumer products. Over 2,000 of you tune in each week to Previewer.co and this newsletter to discover the next big thing. Our deep dive on golf continues and we have heard your feedback.
You asked for brands that are truly under the radar. You don't want another list featuring Malbon, Macade, or Primo (we love them, but you already know them). You want the brands that even people in the golf community aren't familiar with.
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So, we listened. We couldn't have made this list without all of your feedback.
To hold ourselves accountable, we created the Previewer Established Score. On a scale from 1 to 10, a Nike would be a 10 and a brand I started this year out of my garage would be a 1. If a brand registered above a 6 on our scale, then they weren't Under-The-Radar enough for this article. This list is strictly for the new, the emerging, and the unknown.
Note: This is just Part 2 of 4! Stay tuned as we dive beyond just apparel, into golf gear and clubs. Make sure you are subscribed to Previewer.co's Weekly Newsletter to stay up to date.
Established Score: 3/10
A golf brand made as an ode to New York City, with its pieces designed in Brooklyn and manufactured in Manhattan. It feels more like streetwear that looks like a golf brand than a golf brand that looks like streetwear. The vibe is highly curated and eco-conscious (think: upcycled fabrics and nature motifs). They have it all: from dad hats to limited-edition headcovers. But we have to talk about the golf bags. Gumtree Golf & Nature Club collaborated with Mackenzie Golf to create the most beautiful golf bags you've ever seen. They are so nice, you'll want to put a blanket down before laying one next to the tee box.
Established Score: 3/10
Radry Golf claims to be an art project disguised as a golf brand, and that describes their vibe pretty darn well. Founded by a creative director and artist Tony Knapton, from Wisconsin, Radry Golf feels like the 90s have come to life. They blend skate culture with vintage golf nostalgia and 90s flair in their apparel, golf gear, and artistic figurines. What makes them different is their raw, "anti-country club" energy; they treat every drop like a gallery exhibition rather than a standard clothing collection.
Established Score: 4/10
Originating from Australia's Gold Coast, Walker Golf Things is the perfect blend of skate culture and golf function. Created by pro skater Jack Fardell and his buddies, the brand is built on the foundation that golf clothes should look and feel good, both on the course and in the pub. It's effortless Australian cool: laid-back, never boring, and technical enough to play 18 without looking like you're wearing a "golf uniform." Their vibe is distinctly accessible, designed for the golfer who might hit a country club in the morning and a skate park in the afternoon.
Established Score: 5/10
Metalwood Studio is the Supreme of Golf. It took me 15 minutes flipping through their Lookbook to realize they were actually a golf brand and not a high-fashion streetwear label with resellers lined up down the street. Founded by Cole Young in Los Angeles, the brand is a time capsule dedicated to the "baggy and bold" era of the 90s and early 2000s. Their goal isn't performance; it's to preserve the nostalgia of the game's grungier years. The aesthetic is unapologetically Y2K. Think oversized fits, bucket hats, and mood-board graphics that don't miss. It's either your style or it's absolutely not, but if it is, then you definitely win the first tee fashion contest.
Established Score: 2/10
Putt well? I 3-putt all day so that's not going to happen. Thankfully, Puttwell is an ace in the hole. Puttwell was founded by a creative collective connected to the music and art industries with roots in Hawaii. They advocate for individuality in golf, where each golfer brings their own personality and fashion to the course and life. While many "island" brands really lean into the cheesy sunburnt vacation uniform, Puttwell delivers a modern and clean aesthetic with subtle traces of "Aloha" in their full line of apparel and limited golf gear products. It's a rare modern aesthetic that doesn't scream "I want to be the flashiest person on the course." A Hypebeast feature is the stamp of approval in the streetwear industry, and we think they deserve the stamp of approval from the golf industry.
Established Score: 2/10
Admit it. Women's golf fashion is just better than men's. They have more freedom than the standard golf polo. And now they have even more options thanks to the innovation from ERIN BAILEY. Created by Erin Barney and inspired by her grandmother's timeless style and resilient golf game (never broke 100), ERIN BAILEY is delivering women best-in-class apparel. The standout piece is their patent-pending TITLE Skirt. It features an adjustable tie so the wearer can control the length of their skirt instantly. This is functional fashion at its absolute finest.
Established Score: 3/10
Jain Golf features the duality of being a golf brand built for families, but also a brand that the cool streetwear kids want to wear. Founded by a former Apple Music executive, the brand is centered around "Jain", a personified golf ball mascot and his world of golf ball friends. Jain Golf is trying to make golf happier, which is a noble effort after I shank a drive two fairways over. Their lively animations and bright colors are featured throughout their full apparel line and on their Club Caddy, a Sunday bag so nice it will make you want to walk the course even though your buddy got a cart.
Established Score: 2/10
The traditional golf look is making a comeback at Tilly Golf. Okay, maybe not the baggy trousers and plus-fours, but the spirit is there. As a family-owned business, the brand honors golf's rich history with a story behind every piece. In fact, the brand is inspired by their relative, the legendary course architect A.W. Tillinghast. While many brands are racing to look modern or futuristic, Tilly Golf is looking in the opposite direction. Tilly Golf sticks to the basic, classic looking hats and polos with a couple old fashioned looking gear such as gloves and leather head covers. This is the brand for the golfer who knows that looking like a gentleman is the first step to playing like a pro.
Established Score: 2/10
The only way I can get a tap in birdie is by buying it. Not sure how tapped into the Swedish golf scene you are, but this is the brand to be watching. Tap In Birdie's entire brand is built around the little wins for the most amateur of amateur golfers. They admit that they don't chase perfection. They aren't going pro, semi-pro, or semi-semi-pro. They channel that energy into apparel featuring their signature birdie mascot and lively illustrations of breakfast balls. If you are a mortal golfer who plays for the joy of the game rather than the score, this is your new favorite brand.
You have no idea how many carts I was filling up while I put together this list. The golf space is in an exciting period of innovation, and these creators are leading the charge.
Before you go buy another generic polo to add to your collection of 20, look at one of these brands making waves. The quality is there, trust us. And they sure as heck look better than the stuff on the rack at the pro shop.
But we aren't done yet. Innovation is happening in more areas than just apparel. In Part 3 and 4 of our 4-part series, we are stepping onto the tee box to dive into the best new Golf Gear and Hardware—from bags to balls.
See you on the first tee.
