The coronavirus pandemic has led to increased participation in golf that has bordered on a golf boom, particularly among women. According to the National Golf Foundation (NGF), there are 6.4 million women playing golf in 2024, up from 5.6 million five years ago, representing a 15 percent jump compared to 2 percent on the men’s side. Further, women now represent one in four traditional golfers, and an even greater portion (38 percent) of golfers under age 18.
The NGF attributes this to a new focus on junior developmental programming for girls, with the foundation’s website saying, “There has never been greater female representation on the golf course than right now.”
This recent emphasis on women’s golf – and teen and tween girls, in particular – has given rise to a growing number of companies making golf apparel for this group. This includes two recently launched brands, Marie Birdie and Featherie, whose updated fashions for girls who golf garnered a lot of attention at this past summer’s PGA Buying Summit in Frisco, Texas.
“The idea behind this company, which a mother started for her daughter, was to show up for girls,” says Ellen Breighner, Sales Team Manager for Marie Birdie, which also has a selection of women’s apparel. “Golf is growing rapidly for girls, and we want them to feel comfortable with fun patterns they enjoy.”
Founded in 2021, the Marie Birdie brand features items like the Slay It Dress, Biker Shorts, Sports Top, Girl Power Jacket and Love Street Skort, which are done in bright colors and prints that include a flowerchild, smiley face check, multi-star and sunflower. There are also a number of accessories in the line, including Rockstar knee socks, straw sun hats, colorful headcovers and fun, collectible ball markers.
In addition, Marie Birdie has formed an Instagram group called the “Birdie Bunch,” where young “ambassadors” post photos of themselves playing golf, along with information like their age, location and how they were introduced to the sport. People were so taken with the Marie Birdie presentation at the PGA Buying Summit Fashion Show in August that they voted the company Best New Women’s Line.
One fan of Marie Birdie is Jennifer Roddy, AGM Merchandise Manager at the Hyatt Regency Lost Pines Resort and Spa/Lost Pines Golf Club in Cedar Creek, Texas. “This woman-owned brand is dedicated to providing cute apparel for girls to wear on and off the golf course,” she says. “Growing the game and empowering young women – what’s not to love?”
Featherie, another recent market entry, presented PGA Buying Summit attendees with its latest collection of polos, skorts, pullovers and quilted jackets with classic designs, innovative fabrication technology and performance details that “ensure young female golfers can perform their best while looking and feeling great on the course,” the company says.
The Featherie brand was started by 14-year-old golfer Kate Korngold, who set out to “revolutionize golf apparel for teen and tween girls,” and whose line has found placement in Atlanta Athletic Club in Georgia, Saucon Valley Country Club and Philadelphia Country Club in Pennsylvania, Yellowstone Club in Montana and Big Canyon Country Club in California, among others.
“We are seeing a lot of attention on girls and women in golf, and it’s our mission to take action and support them to ensure they feel they are just as much a part of this sport as men,” Korngold says. “It is powerful to be recognized as a brand leading the way with the message, ‘Golf is for girls!’”
Other companies making golf apparel for girls include Greyson, Nike, adidas, Vineyard Vines, Bad Birdie, Waggle Golf, Lilly Pulitzer, Puma, Turtles & Tees and longtime player Garb, a junior apparel company founded in 1996 to offer fashion-driven looks that combine quality and performance with a modern sensibility.
With sizes ranging from infants to teens, Garb has gained entry into 1,700 clubs across the country and is the apparel provider for PGA Jr. League. The company also has its own junior golf category, G-League, which allows golf facilities to customize polos for their players, as well as an ambassador program, Prodi-G, that includes elite junior golfers from around the world. According to Allison Herman, Garb’s Vice President of Sales, Design and Merchandising for Golf and Resort, whereas the company used to sell about three times more products to boys than to girls, market share and overall sales have recently evened out.
“We’ve seen significant growth in the girl’s market over the past few years,” she says. “The pandemic initially brought more women and girls into golf, and the broader conversation around women in sports has continued to build momentum.
“As gender equality in sports becomes a more prominent topic, it’s fueling a surge in overall female participation.”
For spring 2025, Garb’s girl’s segment is headlined by the St. Tropez collection, which evokes the South of France with classic patterns and nature-inspired prints – all done in a soft, Mediterranean-influenced pastel color palette. Items include the lightweight Pixie Dress, featuring a pink and white mixed media silhouette with pockets and a contrast drawcord; Aimee Cropped Cardigan, a layering piece done in a performance French terry fabric that can be matched with other pieces in the collection; Ember Performance Pleated Skort with inner shorts and a jacquard knit tape hidden under the front pleats to create a pastel detail; and Cleo Swan-Printed Polo made of breathable polyester and featuring a scalloped V-neck and pastel contrast tipping at the rib collar.
“At Garb, we know that girls want to feel both cute and confident on the golf course,” Herman says. “That’s why we focus on creating apparel that's not only comfortable, functional and well-fitting but also stylish. With design elements like tulle, shimmer and trendy color palettes, we’ve become a favorite in the girl’s golf apparel market. As the demand for girl’s athleisure rises, we’re committed to designing lifestyle-oriented products that girls can wear both on and off the golf course.”