Those attending the 2025 PGA Show who navigated the sprawling and bustling Apparel aisles got to see firsthand how newly unveiled fall collections reinforced some very specific industry trends. The louder prints and colors of recent seasons have been largely replaced by more subtle shades and patterns as the market continues to experience a shift toward higher-end, sophisticated looks that cross over from golf into other daily activities.
“It’s incredible that the majority of golf clothes are now just clothes, as people want a wardrobe that can take them from a breakfast meeting, to the office, the golf course in the afternoon and then to dinner at night,” said Alex Holderness, whose Holderness & Bourne line showed items like the Tilley Pullover in a heavyweight performance blend and Logan Pullover, the company’s first-ever wool/cashmere blend.
“People who have been called back into the office in recent years want to be comfortable. Companies have responded by relaxing the dress code, leading the industry to design that way.”
These more refined, casual looks could be seen across apparel booths, from Galvin Green’s collection of traditional prints and patterns – including a redefined houndstooth – to Antigua’s ultra-soft fabrics and micro-floral patterns for a subtle aesthetic, as well as Turtleson’s brand of comfortable luxury as seen in the Zarren Hybrid Hoodie with kangaroo pocket and performance fleece hood and Landen Quilted Vest with leather patch and zipper pull, rib knit collar and sport coat fabric lining.
Fitness-inspired fashion was also prevalent on the PGA Show floor, where lululemon, an originator of this trend, exhibited for the second straight year. Greatness Wins – with a special appearance by co-founder and baseball great Derek Jeter – touted SPORTFIT, it’s “revolutionary product innovation where the demands of sport meets the science of fit,” while Rhone displayed items like streamlined Commuter Pants for men and DreamGlow half- and full-zip cropped hoodies and joggers for women.
“Many clubs are seeing younger memberships and adding athleisure to the mix, which makes for a great opportunity for us,” said Thomas Wilson, Rhone’s Account Executive Golf & Specialty.
Several collections emphasized patriotic themes to celebrate this summer’s Ryder Cup at Bethpage Black in New York. The men’s line from Ahead was highlighted by the crisp, white Adams Polo with a subtle American flag print and classic navy Jackson Polo with refined red and white piping on the neckline and sleeves. On the women’s side, Ahead presented the Arabella Polo, featuring a bold diagonal cut-and-sew panel; Madeline Quarter-Zip, a pristine white layer accented by sleek side taping; and Caroline Pullover, a navy layering staple designed for “effortless style and all-day comfort.”
At the same time, SanSoleil presented the Betsy Collection featuring striking flag motifs in a tonal mini stars-and-stripes design, clean golf flag-inspired geometric repeat and bold patriotic paisley. In addition, Greg Norman Collection’s “World Class” capsule featured red, white and blue in a modern micro-floral motif that flows across both men’s and women’s styles symbolizing the unity and pride associated with the Ryder Cup.
Another emerging theme on display at the Show was Western styling as seen in Maverix, a family-run company with bull, cow and antler prints, and Hooey Cowboy Golf, a Texas-based brand showing Aztec, cactus and rodeo pattern polos and shorts. And to go along with a regulation size pickleball court on the Products & Services side of the PGA Show floor, there were a number of racquet-inspired lines and collections from Tail, Lucky in Love, Dolcezza, Pickletini, The Bubble Lifestyle and many others.
Duca del Cosma unveiled its first line of men’s and women’s polos and layering items featuring sleek lines and soft performance fabrics made of Repreve recycled polyester with bamboo, bringing the same chic European vibe to the collection that distinguishes the brand’s shoe models.
Also noteworthy was Ashworth’s expanded line – the first after the return of founder and new Creative Director John Ashworth – which was highlighted by the AG/TECH Collection designed for maximum comfort and athletic performance, and CT/TECH, whose performance features include moisture wicking, antimicrobial, UPF 50+ protection and easy care.
On the women’s side of the market, vintage themes could also be seen in several collections, including Swing Control’s “Preppy Dress” reminiscent of the body-hugging pull-on styles of years past and a 1970s-inspired “track suit” featuring pin tuck detail on the front and ribbon on the side of the pants and jacket.
At the same time, Show attendees saw many subtle, monochromatic looks from new and more established companies. These included A. Putnam’s selection of rich browns, blues and red in short-sleeve and sleeveless polos, knit crew necks, classic romper and midweight layers; Williams Athletic Club’s comfortable, functional lifestyle apparel that strikes a balance between athletic and formal wear; Puma’s item-driven line highlighted by a Hybrid Jacket featuring quilted puffer body, sweater sleeves and a double zipper that’s a great item for oncourse or lifestyle; and Golftini’s understated print tops and sleekly styled bottoms.
“We don’t want to be about fast fashion, but about classics that can carry forward a bit,” said Golftini founder Susan Hess, who celebrated the brand’s 20th anniversary at the PGA Show.
—Lisa Goulian Twiste
