Few women’s brands have made an impact on the golf industry in recent years like A. PUTNAM. The company entered the market in 2023 with classic, sophisticated apparel that takes styling in a very different direction than athleisure while still fulfilling the need for pieces that work on or off the course.
Billed as a “resort to sport” line that “creates golf functional pieces that flex up into elevated lifestyle, work and travel wear,” A. PUTNAM has created a new classification in golf shops and is being followed by other companies offering refined, largely monochromatic looks. Founder and CEO Allison Putnam – herself a busy entrepreneur, wife and mother of five boys – understands the modern woman’s need for versatility in her wardrobe, and she shares some of the ways she is helping golf shops fill it.
1 In what ways do you think A. PUTNAM has revolutionized women’s golf apparel?
Allison Putnam: In my mind, golf attire for women has lacked the polish and sophistication the sport exudes. Our collections have pushed the boundaries of what versatility means in the golf shop. We are also watching closely how a woman’s role in society has changed. Many lead lives and careers that have them moving quickly between meetings, kid pickup and hitting the range or course. We think plenty of them want something that isn’t always athleisure, and that’s where we come in.
2 What do you think separates A. PUTNAM from others in the marketplace?
Putnam: We have a completely unique take on women’s golfwear and a specific “A. PUTNAM look.” While we root ourselves in neutrals that allow pieces to wear and evolve with future drops, we love to innovate with versatile styles and materials. We’re one of the few brands that flex up into elevated lifestyle, work and travel wear, and not down to athleisure. With that flex up into workwear, we’re finding our customers are career driven women who need that flexibility in their wardrobe, and we find so much joy in supporting them in multiple facets of their lives.
3 How are you working with golf shops to make sure the brand is presented well and sells through?
Putnam: I always say that 85 percent of our time, energy and resources goes into green grass because it’s where I felt the void in my own club’s golf shop. As we put that channel first, we realize how difficult their job is, and their feedback and consistent communication is how we develop relationships. It is so important they (golf shop operators) know we’re here to make them look good, and with that comes lots of flexibility and creativity to make sure the right assortment and service is at their fingertips.
4 What are some of the standout pieces from your 2025 collections?
Putnam: It’s so fun to see what pieces are home runs as the season kicks off and shops start to showcase product. One of our two pieces that stand out is our new Luxe Opaque Mesh Top, especially the long sleeve. It’s a piece that can work with trousers, but keep you cool on the course. The other is the C’est Tout Skort, which means “The Everything Skort” in French. It’s a more structured silhouette that has a functional fly, button and belt loops, letting you truly accessorize and dress up off the course. A bonus is the garden floral shorts underneath.
5 What is the most exciting thing on the horizon for A. PUTNAM?
Putnam: So many of the little moments and opportunities add up, such as seeing our customers reach for A. PUTNAM for the course as well as in their work achievements, or seeing a new assortment beautifully showcased in a golf shop. The PGA Shows, new collection releases and dressing women for high-profile golf events are some of our highlights. We’re looking forward to building out our Corporate Collection before year end, as well.
