The modern golf shop provides retailers with countless opportunities to make money on apparel – all the way down to the skivvies. Men’s undergarments are a growing category in many on-course locations, falling under the heading of “They have to buy them somewhere. Why not here?”
Among the brands rising in popularity is BN3TH, whose products are built for movement, support and all-day comfort — the biggest differentiator being patented 3D Pouch technology that’s designed to separate and support in a way traditional underwear doesn’t, the company says. Instead of everything being compressed or shifted around during movement, the pouch creates a more natural fit that helps reduce friction, adjusting and distraction.
“Golf has become much more than a traditional game. Today’s golfer is walking more, training more, stretching more and approaching the sport with a healthier, more active mindset,” says Dez Price, CEO/Founder of BN3TH. “Every piece of gear now has a role to play in comfort, performance and recovery, and that starts with what you wear closest to the body. For golfers, that means more comfort while walking the course, more freedom through the swing and a better overall experience from the first tee to the final putt.”
For golfers, BN3TH’s strongest underwear products are all built around the 3D Pouch, including:
Pro Ultra, the company’s premium performance option designed for athletes and active lifestyles, offering elevated support, breathability, moisture wicking and comfort for long days in motion. “For golfers walking 18 holes, spending time on the range or playing in warmer conditions, Pro Ultra delivers the kind of support and comfort that can make a real difference,” Price says.
Pro Flex, which Price says is “another great fit for golf” because of its stretch, mobility and active comfort. It moves with the body through the golf swing, while providing the separation and support of the 3D Pouch.
Classic Icon, BN3TH’s everyday premium comfort style, which works for golfers who want something that feels smooth, supportive and invisible under their apparel, whether they are on the course, traveling or pursuing any number of other activities.
In addition to underwear, BN3TH presents the Essentials T-Shirt, which extends that same philosophy into a foundational top layer. It is designed for soft, breathable comfort and everyday versatility, making it ideal for layering under golf polos or wearing casually before and after a round. This tee supports the same active lifestyle mindset: simple, comfortable and built to move, the company says.
And look for the 2n1 Shoreline Short, also featuring the 3D Patented Pouch liner, which offers “versatility to move from the course to everyday life, making it a great option for players who want comfort, function and style in one short.”
According to Price, undergarments are one of the most overlooked pieces of performance gear, especially considering they can have a major impact on comfort and focus. BN3TH is trying to change that, having racked up 50 active green grass accounts – and growing.
“Golf requires hours of walking, rotating, bending and moving through different conditions. If your base layer is uncomfortable, restrictive or causing friction, it can become a distraction very quickly,” he says. “The better your first layer performs, the less you have to think about it. BN3TH helps golfers stay comfortable, supported and focused on their game.”
Lisa Goulian Twiste a a Senior Apparel Writer at PGA Magazine.
