A lot of apparel companies want to honor the traditions of where golf has been. Swannies, an up and coming golf apparel brand, takes a less serious approach and captures where the game is going for many.
The younger generation of golfers doesn't want to look like their parents. And they don't want to take the game so seriously either. While many outsiders view golf as a country club sport, the muni culture is just as important for the future of the game. Swannies is one of the few brands looking to address that culture in the golf world.
It's been impressive to see them grow over the past few years. Golf apparel is a fiercely competitive market, and it's difficult for small companies to generate momentum in the beginning. Most retailers and pro shops are perfectly content stocking the clothes they know will sell versus a newer, unproven product.
Swannies started with a very small line of apparel, and now they've grown it into a full offering that's being stocked by hundreds of pro shops across the country. When I first reviewed their clothing, I was impressed by their designs, quality, and laid-back approach. If you take a look at their new arrivals, you'll see that everything is moderately priced, and it certainly appeals to the younger golf demographic.
The golf world took notice when Justin Thomas teed it up at Riviera this year in a hoodie. The horror! (kidding)
If you dig the hoodie look, then one of Swannie's newest releases might entice you. They've got a nice performance hoodie made from a polyester/spandex blend that's comfortable to lounge in or easily swing a golf club. This is perhaps my new favorite product of theirs.
Swannies also beefed up their polo offering this year, and I think they've kept up with a lot of the trends with their new designs. I've worn the Blake Polo several times so far this year, and love its comfort and subtle stripe design.
Whether you like more traditional polos or more modern print designs, they've got something for everyone in their selection. I also think they've done a great job sourcing quality fabrics that won't break the bank (most of their polos cost $59).
Lastly, if you're into t-shirts, Swannies has got you covered with plenty of designs.
Overall, it's great to see their continued growth. I also think Swannies is on to something, and it's not a surprise that their overall style is resonating with more and more players. You can check out their complete line on their website here.