The apparel aisles were a flurry of activity at the 2026 PGA Show, as thousands of PGA of America Golf Professionals and buyers got a look at the latest fashions from more than 400 apparel vendors — many of whom were busy with back-to-back and, sometimes, double-booked appointments throughout the week.
The general trends on display were clean, sophisticated silhouettes, smaller prints, lifestyle and athleisure looks that cross over from the course to other activities. Plus, advanced outerwear technologies, more luxurious and often textured fabrics, slightly shorter shorts and skorts, lightweight sweater layers, bottoms in a variety of lengths and styles, and updated hoodies – still very much in demand across brands.
“This has been our most appointment-driven Show to date,” said Thomas Wilson, Account Executive Golf & Specialty for Rhone Golf, which featured the all-way-stretch Approach Tech Polo and best-selling Commuter Pant. “There are lots of lifestyle brands, and we see people looking for new ones for the shop.”
Turning heads at the Harlestons booth were pima cotton hoodies, quarter-zips and crewnecks, as well as cashmere pieces, mid-weight vests and polos with stripe variations and microprints.
“Across the board, the feedback we consistently heard was how much buyers loved the touch and feel across our polos and layers,” said Director of Sales Bryan Thomas. “Buyers commented on the fabric quality, textures and weights, and how elevated the hand feel was compared to prior seasons.”
In general, buyer interest was keen on layering pieces in advanced fabrics golfers can wear across settings and in most weather conditions. Puma showed the Boulder quarter-zip featuring a slightly looser fit and cropped length for women; Antigua continued to push the brand forward with pieces like the Echelon Quarter-Zip Pullover in a double-brushed poly-cotton blend with an ultra-soft hand feel; and Ahead branched out with a new cashmere layer and textured quarter-zip on the men’s side and yacht club-inspired sweater and bubble fabric quarter-zip for women.
Turtleson presented fresh colors in the best-selling Bellfield Hoodie and introduced a quarter-zip in a mineral-infused, thermo-regulating fabric, while Sun Day Red wowed buyers with pieces like the Pacific Luxe Mock Neck Quarter-Zip in an “ultra-soft luxurious” blended fabric. At the same time, Ashworth’s attention-getting booth was highlighted by a new Aeroflex layering system with four-way stretch, moisture-wicking and thermal regulation, and a Supima cotton option with premium softness and natural temperature control.
“We were very intentional with our merchandising philosophy for the booth, viewing it as the one opportunity to put the brand out there in its full glory before buyers interpret it for their own club’s needs,” Ashworth CEO Andy Bell said.
The women’s side of the market was teeming with new and recent market entries trying to find a niche to cater to golf’s fastest-growing demographic. Midspring garnered attention with a new golf motif sweater and easily merchandised groups of feminine and functional dresses, skorts, polos and layers, increasing its green grass accounts from 45 after its first PGA Show last year to 120 by the end of the 2026 Show.
At the same time, Featherie built on its junior girl’s collection designed by 16-year-old founder/ competitive golfer Kate Korngold with a women’s line all about fresh, modern looks, and LemonRose made its golf industry debut with a unique customizable collar that can be changed out from traditional golf to a more lifestyle or evening look with studs, pearls, rhinestones or piping.
SanSoleil exhibited its Americana-themed collections with fresh prints like New Liberty Garden, Parade Day, America 250 and Amour Red, while Williams Athletic Club, attending its second PGA Show, continued to make a statement in women’s apparel with sophisticated wardrobe staples, showing that a new brand can make an impact in a short period of time.
“My best advice to a new business is, show up,” Williams Athletic Club Founder Susi Proudman said. “The first year, you might not get many orders, but it’s about consistency. In a discerning market with educated buyers, you need to show up again and again, and continue to put out great product. Repetition is reputation.”
In the outerwear category, FootJoy emphasized the ThermoSeries of cold-weather layering product with new colors like vintage navy and eucalyptus, while also building out the women’s side of the collection with items such as a quilted vest, skort with side pleats and subtle zippers, and new SKUs that underscore the rising importance of sweaters in golf.
Additionally, Galvin Green introduced the Abby women’s waterproof jacket in a Pertex fabric balancing weight, durability, breathability and protection, as well as the men’s Arlo waterproof jacket with features like retractable zippers and a functional neck that keeps rain from dripping through during play.
“Function is the main thing we think of when we design product,” Sales Manager David Birn said. “Everything goes through a two-year design and testing process with an emphasis on playability, stretch and softness/comfort. And it looks great, too.”—Lisa Goulian Twiste
