It's no secret that golf is in the midst of a radical cultural shift. Professional leagues are multiplying as they battle for our attention. Elite players are jumping ship for new formats. YouTube creators are out-pacing traditional broadcasts, and TopGolf finally doesn't cost an arm and a leg.

But the real revolution is happening on the ground.

At Previewer, we live for the early stages—the brands introducing bold ideas and breakthrough gear before they hit the mass market. If you missed Part 1 or Part 2 of this series, catch up there first. You're going to want the full context.

To keep this list truly "Under-the-Radar," we use the Previewer Established Score. Think of it as a spectrum: Nike is a 10; a brand launched out of a garage last Tuesday is a 1. For this series, if a brand scores above a 6, they're already too mainstream for us.

Note: There is more coming! This is just Part 3 of 4! Stay tuned as we dive further into golf gear and clubs. Make sure you are subscribed to Previewer.co's Weekly Newsletter to stay up to date.

Golf Apparel

Manors Golf

Established Score

Manors Golf is a UK-based brand that blends modern streetwear with the sport's stylish heritage. Their collections favor muted tones and high-quality textiles, prioritizing the joy of exploration over the pressure of a perfect scorecard.

The brand is rapidly shifting from emerging to established, solidified by a high-profile collaboration with Reebok that reimagines '90s performance through a modern lens. Their cultural relevance is further backed by consistent features in Hypebeast and Highsnobiety.

You should be excited about Manors because they are a leading force in the $10B+ apparel market. Their ability to secure major global partnerships suggests they are defining the new, less formal era of golf style.

Visit Manors Golf

Public Drip

Established Score

Public Drip is a Brooklyn-based brand founded in 2020 that provides high-quality apparel for the average muni golfer. Their collections feature a traditional menswear aesthetic blended with the performance and function of modern apparel.

The brand focuses on self-expression for public athletes, moving away from the exclusivity of private clubs. By designing gear that works as well on the street as it does on the course, they are reclaiming the sport for a broader, more diverse community.

Public Drip is a brand to watch because they are successfully bridging the gap between classic tailoring and urban culture. They represent a growing movement that prioritizes accessibility and personal style in the new golf ecosystem. I'd bet next year they move from the emerging category to the established category.

Visit Public Drip

Fella Golf

Established Score

Fella Golf is an Amsterdam-based brand that sits at the intersection of streetwear and traditional golf style. They position themselves as more than just a label for the course, creating clothes for golfers to wear anywhere, especially in everyday life.

They offer a range of apparel and accessories, and they just dropped a collaboration with Jones Golf featuring some really clean carry bags and gear. The aesthetic is so versatile that I am actually planning to pick up a few of their polos to wear for work.

As they continue to lean into this "wear-anywhere" vibe, Fella Golf is a brand to watch. They are proving that golf gear doesn't have to look like a uniform, and their growth suggests they'll be a staple for anyone who wants to bring a bit of the game into their daily wardrobe.

Visit Fella Golf

Eager Eagle

Established Score

Eager Eagle is a brand focused on a single mission: making high-quality headwear that actually lasts. Founded by Amir Nazemian in 2023, the brand avoids the cheap materials typically found in the category in favor of premium fabrics and modern designs.

While most labels try to do everything, Eager Eagle almost exclusively does hats that are meant to be worn daily, whether you are on the course or not. Their clean aesthetic and specialized focus make them a perfect candidate for big collaborations down the road.

I really respect a brand that picks one thing and decides to be the best at it. As they continue to scale, I expect to see them becoming the go-to headwear choice for golfers who are tired of replacing flimsy hats every few months.

Visit Eager Eagle

Full Wedge Golf

Established Score

While many brands try to blend modern and traditional styles, Full Wedge Golf leans entirely into the modern side of the game. Founded in 2019, they started with a focus on polos and have since expanded their lineup to include accessories and apparel for both men and women.

Their collections range from clean everyday gear to punchy polos that definitely give off a Bad Birdie vibe. They also live up to the brand name by offering actual hardware: 56 and 60 degree wedges developed in collaboration with Haywood.

I love that they aren't afraid to be bold and modern in a sport that often clings to the past. Since they've already successfully expanded from simple polos into both technical apparel and hardware, I expect them to keep pushing the boundaries of what a "golf brand" is supposed to look like.

Visit Full Wedge Golf

Matize Golf

Established Score

Matize Golf is a Portuguese brand founded in 2021 near Porto by three friends. Out of all the brands in this series, they lean the furthest toward the traditional end of the spectrum. They are actually one of the labels that inspired this entire list.

Their collections are made locally in Portugal with a heavy emphasis on premium materials and sustainable craftsmanship. They favor a timeless look that feels much more classic than most of the modern brands entering the space today.

The vibe of this brand makes me want to finally explore the Portuguese golf community. Does anyone want to make a trip? Between their commitment to sustainability and their high-end aesthetic, Matize is a brand that will stay relevant for a long time.

Visit Matize Golf

ForeAll

Established Score

ForeAll is a modern golf brand specifically designed for women, founded by Jen Clyde and Michelle Money. Their vibe is all about having fun and looking like a rockstar on the course, moving away from the often outdated styles found in the traditional women's category.

The brand officially launched in 2023, but they did something smart by establishing a strong community before they ever released a product. Their mission goes beyond apparel as they actively look to challenge stereotypes and empower women within the sport.

It is refreshing to see a brand built for women by women that doesn't feel like an afterthought. With their established community and rockstar aesthetic, ForeAll is leading the charge in making the game more inclusive and stylish for female golfers.

Visit ForeAll

Golf Gear

We have explored enough golf apparel. Now that we have given apparel its time to shine, it is time to move into the hardware and gear. It takes a specific type of founder to go up against the industry titans, but these brands are finding ways to disrupt the space.

Caddy Wraps

Established Score

Caddy Wraps offers a unique way to personalize your gear with protective and decorative vinyl wraps for club shafts. These wraps allow you to add your own flair while protecting your clubs from rust and cosmetic wear.

The product is fully USGA-compliant and designed for easy application at home using a blow dryer and their specific heat shrink box. It is a simple way to change the look of your set without the cost of new shafts.

I am curious how the traditionalists feel about this one. Personally, I love it because looking good usually leads to playing good. As Caddy Wraps continues to shake up the status quo, I expect to see more golfers choosing customization over the standard chrome finish.

Visit Caddy Wraps

RIPIT Grips

Established Score

RIPIT Grips is an Australian brand founded by Todd Watts that is focused on shaking up the status quo of golf gear. Based in Queensland, the brand officially launched its colorful lineup in December 2021 after three years of development.

Their products are designed for a new generation of players who want to bring a "Saturday night vibe" to the course. They offer an eclectic range of rubber swing grips and putter grips featuring bold patterns, psychedelic themes, and 90s vibes. Each design features unique grooves and etchings that provide high-performance traction and stability without compromising on the quality found in traditional grips.

I love the idea of moving away from boring, classic club handles in favor of something with personality. RIPIT has already expanded into accessories like tees and ball markers, and I expect them to lead the way as more golfers look for high-performance gear that also serves as an extension of their personal style.

Visit RIPIT Grips

Looking Forward

That wraps up Part 3 of our series on the brands redefining the culture and equipment of the game. From Portuguese craftsmanship to Australian flair, these founders are proving that there is plenty of room for innovation outside of the traditional industry giants.

We have more coming soon. While this was originally a 4 part series, we have received so many submissions and requests that a 5th part might be in the works. Stay tuned as we continue to dive deeper into the gear and hardware shaping the future of golf.

In the meantime, I encourage you to show these brands some love. Supporting emerging companies is how we keep the industry vibrant and diverse. Try something new, step outside the mainstream, and help these "under-the-radar" gems gain the recognition they deserve.

Don't Miss Part 4

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