A couple weeks ago, we flew out to Florida for the PGA Golf Show, ready to explore fashion, innovation, culture, and design in the world of golf. It all started with a simple question from our most experienced golfer, Rachel Dille: “What do we wear to this show?” A quick glance at past event photos revealed a sea of quarter-zips. Sure, everyone loves a good quarter-zip, but is the zipper of innovation stuck there?
Fresh off visits to CES in Vegas, Equip in Louisville, and ISPO in Munich—where we explored AI-influenced hardware, zero-turn lawn care, and international athletics—we arrived in Orlando hungry for insights, patterns, and trends. Our wardrobes were pushed to their limits, and our feet were pleading for mercy.
What started as a casual conversation evolved into a clear pattern at the show. We approached the event with curiosity, asking: How much innovation is happening in golf? Does this industry value good design? Will we find a culture of creativity here?
The answers? A lot. Yes. And yes again.
But back to the original question: What do you wear to mingle with a pro golf crowd?
If you play golf, you likely have a go-to outfit—shoes, slacks, a skort or shorts, and, of course, a collared polo or flex-fabric quarter-zip. But why does golf have such a strict uniform? And why does it feel so common and, frankly, a little banal? These are the very questions inspiring a wave of entrepreneurs to reimagine golf fashion.
Breaking the Zipper
Jen Clyde, Co-founder/CEO of Fore All, is shaking up golf fashion with stylish, versatile pieces that belong as much on the course as they do at a lunch meeting in Los Feliz, CA. Her co-founder, Michelle Money—PGA spouse to Mike Weir—brings a deep connection to golf culture. But instead of adhering to the sport’s rigid uniformity, Fore All is designing pieces that land at the front of your closet, blending fashion with function.
Next up is Kjus—finally, a brand name we’ve learned to pronounce (hint: mumble “shoes” and you’re close enough). Originating in the mountains, Kjus has built a seamless bridge from ski slopes to clubhouses, and their logic is sound. Though their booth was tucked behind bigger brands, it was buzzing with buyers, influencers, and insiders. Follow the crowd, and you’ll find the innovators—Kjus is drawing one.
Finally, the scrappiest of scrappy brands: Ellie Arbee, founded by Natalie West. Before launching her golf fashion venture, Natalie was designing automobiles—a transition as unexpected as it is cool. Though her brand is less than a year old, her presence and ambition signal rapid growth. We wouldn’t be surprised to see her footprint expand from a modest 10x10 booth to a commanding 50x50 in no time.
The Future of Golf Fashion
While we had many excellent conversations at the show, these three brands stood out as pioneers breaking golf fashion’s uniformity. Huge respect to all the founders, entrepreneurs, and creative minds pushing the industry forward.
Aaron Keller
Co-Founder, Capsule
Proud Golf Shanker
