T
here are few categories in the golf shop that bring consistent returns like headwear, with leading brands offering a combination of fashion and technical innovation season after season.
The recently introduced spring 2025 headwear collections show advancements in moisture management and sun protection, as well as an emphasis on sustainability, lighter weight products and new combinations of fabrics, colors/prints and decoration techniques that can be used to create unique designs that set your facility apart.
“The biggest story for us is limited-edition, fully custom product – creating something no other retailer has,” says Ryan Nolz, National Sales Director at Pukka Headwear, which is now under the same ownership umbrella as Imperial Headwear. “If you look at headcovers, belts and other accessories categories, everyone is looking for what nobody else has, whether it’s the logo or something else, that speaks to their personality.”
Pukka’s line is all about customization, as the company continues to involve PGA of America Professionals and their staffs in the design process so they have a greater stake in selling it. Golf shops are also encouraged to use words and artwork that will be recognized by those who have been to the facility – part of the IYKYK (“If you know, you know”) philosophy.
“It’s something that links people to that course; a kind of branding,” Nolz adds.
Pukka’s spring 2025 offering is all about fabrications that offer comfort, protection and are kind to the environment. There’s EcoWeave, which is woven from 100 percent recycled polyester and is an environmentally conscious alternative to traditional fabrics. This collection, which also features moisture wicking to keep golfers cool and dry whether in the sun or in the shade, comes in a versatile color offering of rich, deep tones and soft, muted hues.
Also in the Pukka lineup is VentTech, which is marked by an engineered vent pattern for better breathability, UPF30 rating for sun protection and flexible four-way stretch fabric withenhanced durability, making it suitable for indoor or outdoor use. In addition, look for Pukka’s Oxford Lightweight Cotton, an all-cotton fabric with a thin checkerboard weave of white and dyed threads that looks solid from a distance and two-toned up close, as well as the Solarus Bucket, a new outdoor classic featuring a 360-degree mid-length brim, breathable mesh grommets, sit-tight chin strap and optional 12-loop crown band.
At the same time, Imperial heads in a “bold new direction” with unique fabric techniques and embellishments, as well as a robust collection of colorways and patterns.
“At Imperial, every design is founded on our commitment to high quality, sustainability and purpose,” says Dan Parenti, Senior VP of Product Development. “Customers now expect more from their headwear and apparel. The 2025 collection is our latest effort to provide superior products that resonate with a broad audience, emphasizing quality craftsmanship and meticulous attention to detail.”
Driving Imperial’s spring line are the Genome, a lightweight evolution of the Alpha, featuring NuYarn fabrics with a camo perforated merino wool sweatband that is naturally antimicrobial, moisture-wicking and thermoregulating; Harrison, a relaunch of Imperial’s original five-panel unstructured rope design (the Harris), featuring a throwback mesh stand-up stay; Sophisticate, a six-panel structured mid-crown profile hat made of a 100 percent recycled performance plum blossom grid fabric with UPF 50+ protection; and new Mid-Crown Pro Profile styles such as Sensei 6, Aperture, Aperture Meshback and Passenger Side.
From Ahead comes a spring line that concentrates on better styling, fabrications, fit and creative ornamentation. The new offering is headlined by AeroSphere, Ahead’s proprietary and best-selling tech fabric, with the company adding 15 color options to nine AeroSphere styles across men’s and women’s collections. Ahead’s offering is also characterized by rope hats – including nine SKUs in 48 color combinations – which include features like mesh backs, floral prints, solid colors and under-brim prints.
Notable new styles include the Brezo, a modern interpretation of a laser panel cap, the Pipeline, featuring a structured foamy mesh front, and Ahead’s popular women’s ponytail hats, Trixie and Kyla, available in new colors and in either lightweight cotton or the AeroSphere tech fabric.
Also look for several red, white and blue/ stars and stripes options to celebrate the Ryder Cup coming to the United States in 2025, including two new patriotic knits called the Williamsburg and Listra; the Stash hat, a lightweight, bendable and packable model that’s part of Ahead’s performance sport category; and four new camo styles: Tiger and Urban, with cotton twill fronts and camo mesh backs, and Fudd and Gomer, done in full camo prints.
Finally, Ahead continues to innovate in decoration, with additions to the spring lineup that include woven patches, PVC (rubber) patches, GelZ (a gel ink printed applique) and the Trailblazer, a laser etched faux leather application.
“Ahead’s continued leadership in art and domestic ornamentation options allows all types of customers to create a fresh and exciting headwear presentation for the upcoming season,” CEO Anne Broholm says.
In addition to these industry mainstays, look for the new offering from Shade Headwear, launched at the 2024 PGA Show as the golf industry’s “only true fully-custom, private label suppliers,” with products featuring a simple hangtag but no tonal icons, labels or stickers.
“There is an increasing demand for true custom, private label products in the green grass golf market. It’s extending into most categories – including headwear,” says Shade Co-Owner James Thompson. “Clubs, resorts and events are recognizing the value in their brand’s equity as opposed to promoting the supplier’s brand.”
In addition to its private label capabilities, Shade is concentrating on product development, including lining inside front panels to cover the buckram and back-stitching, as well as reducing sweat transfer. The company is also pre-washing traditional fabrics for a better hand feel and finishing off higher-end performance fabrics with anti-microbial treatments.
Within the spring lineup, look for Shade’s ActiveTech+ fabric, which is lightweight, moisture wicking, UPF 50 and anti-microbial treated, as well as a quilted insert design called the Rhombus, which has been included on about 70 percent of orders since the brand’s Orlando debut. This success has prompted Thompson to follow up with two new quilted pattern options, the Breton and Gingham.
“For Shade, the winning formula is simple: supply accounts with the best quality hats, support them with the best customer service and help facilities design hats – the best way to showcase their brand or core logo,” he adds.