Headwear continues to be one of the most marketable categories in the golf shop. A wide variety of hats give PGA of America Professionals and merchandisers the freedom to try new designs for a relatively small investment, as well as the opportunity to celebrate their own facility and/or brand with an ever-increasing number of decoration options.
“The consumer continues to be very discerning in the headwear category, keying in on high-end fabrics, high-end logo applications and customization that fits their lifestyle and personality,” says Ryan Nolz, National Sales Director at Pukka. “One key trend in the headwear market involves creating a sense of urgency to buy with limited-edition concepts that are intended to sell out quickly by offering exclusivity and excitement.”
According to Nolz, exclusive drops allow for ultra-creative designs – from bold colorways and novelty fabrics to unconventional silhouettes and collaborations.
“The scarcity factor adds to the appeal, driving urgency and demand among customers eager to own something unique,” Nolz adds. “As headwear continues to evolve, brands and buyers who embrace quality, innovation and exclusivity should lead the way.”
Pukka’s 2025 collection showcases the latest innovations in perforated fabrics, technical constructions, unique fabrications and premium rubber patch applications – all underscored by the fully custom capabilities that allow customers to design headwear tailored to their shop and clientele. The latest offerings include:
• A number of high-end rubber applique options across the brand’s catalog of unique fabrications.
• As the rope hat phenomenon continues, Pukka presents a variety of new rope colors and specialty rope options.
• Novelty fabrics, and even cottons, are being utilized in limited edition runs to help drive sales. This includes recently released spring seasonal twill colors in new fabrics like Venttech, EcoWeave and waxed Canvas Fabrica.
• Retro graphics move away from the core logo and utilize nostalgic looks that help drive incremental sales.
• High-end fabrics in the exclusive Pukka Black category include new colorways and additional rope details on many silhouettes.
• Two new silhouettes have been released: Journeyman, a mid-crown, seven-panel option; and Woodsman, a fleece-lined high-crown, six-panel model with ear flaps.
Ahead, renowned for three decades of cutting-edge and creative designs, offers several new styles for men, women and youth in a 2025 collection focusing on fit, prints and textures.
“We continue to see strong growth with our AeroSphere platform, our lightweight, performance-driven fabric that speaks directly to the on-course experience,” says Ahead Senior Creative Director Mark Kliethermes. “We are also seeing growing excitement with many of our trend-driven styles like The Chaser, our new take on corduroy, and The Heritage, an all-over mesh trucker style.”
Some of Ahead’s other noteworthy 2025 developments include:
• Giving a nod to the Ryder Cup is the new navy/slate Liberty rope hat, featuring printed back panels and a structured five-panel design that celebrates the U.S. Team as they prepare to compete in the 2025 Ryder Cup in September at Bethpage Black.
• The popular Throwback rope hat expands its color range with three new hues, offering a total of six options.
• Ventilation meets style in the new Ultravent cap, available in five colors, that includes a full-laser perforated crown for breathability, combining function with contemporary design.
• Expanded print options include the Streaker, a linear-print hat in new color combinations like teal/dark green and white, plus navy, orange and yellow. And for a classic twist, the Oxford-striped Stewart cap debuts in four fresh colors paired with white: chambray, green, pink and purple.
• Among the women’s standout styles are the Anni textured cap with a contrast flip visor that debuts in versatile shades ranging from subtle navy/white to bold hot pink/white. Additionally, perennial favorites like the Cumulus, Tiffany sun hat and the packable Discus expand their color palettes for fall 2025.
• The youth-focused Reef hat offers foam mesh backing and rope details in fun, gender-neutral color options designed to appeal to both boys and girls.
• Ahead also offers three new ornamentation techniques for 2025, including PxlPoint featuring molded “pixelated” letters on felt; SonicRx, which incorporates raised, molded TPU graphics with separated, “floating” letters and elements; and EmbPrint, a mixed-media technique that combines screen printing with direct embroidery.
“Newness and uniqueness continue to drive embellishment choices,” Kliethermes says. “Our Design Studio works relentlessly to introduce fresh graphic concepts and inventive techniques to offer our customers innovative new ways to showcase their brand.”
Kyle Benish, PGA,Head Professional,Holiday Valley Resort,Ellicottville, New York
Each year, Holiday Valley Resort in Ellicottville, New York, does a limited run of 48 hats with a large font on the front and an “If You Know, You Know” theme.
“Since we are Holiday Valley, we did ‘The Valley’ one year with our golf course logo on the side,” says PGA of America Head Professional Kyle Benish. “Last year, we did a hat with the logo ‘Aspen of the East’ – the nickname of Ellicottville, New York – and that hat again had our golf course logo on the side.”
This year, the shop will be doing a hat that has EVL, a popular nickname for Ellicottville, on the front. At the same time, the side panel will be a blueberry logo, which is significant to the area because the locals are known for putting blueberries in their beer. The hat will also feature the Holiday Valley golf course logo on the other side of the hat.
“With customized hats, there is no limit to what you can put on them to make them desirable,” Benish says. “From crazy logos to crazy themes, everything is in play.”