골프웨어 리뉴얼: 빈폴과 헤지스의 새로운 BI와 기능성 라인으로 고객 수요 확보 전략

As the golf season swings into high gear, U.S. golf fashion brands are upping their game with a chic blend of classic vibes and cutting-edge performance.

After a brief flirtation with youthful, street-inspired looks, golf wear is making a stylish comeback to its roots. Think sleek designs and amped-up functionality.

Industry insiders reveal that fashion powerhouses like Samsung C&T and LF are rolling out brand refreshes and hot new collections to capture the hearts (and wallets) of golf enthusiasts.

Samsung C&T’s Beanpole Golf is serving up major style with its “Playable Classic” concept, complete with a swanky new brand identity.

Their fresh logo is a total hole-in-one, cleverly weaving B, P, and G into a bird’s-eye view of a caddy bag. It’s a visual feast that screams golf glam and brand prestige.

Get ready to slay on the greens with their new B_under line, designed to keep you cool, calm, and collected on the course.

B_under isn’t just a catchy name – it’s a clever nod to being “under par” and going “beyond” limits. This line is set to be a star player alongside their classic Heritage collection.

Not to be outdone, LF’s Hazzys Golf is making waves with their “Royal Navy Wave” collection, part of their 2026 S/S “ROYAL” campaign.

Taking cues from British Royal Navy uniforms, they’ve given navy blue a modern makeover. The result? Premium golf wear that’s equal parts sophisticated and practical.

Expect to see crisp proportions and balanced designs, from chic striped knits to adorable gingham check shirts.

But it’s not all about looks – these pieces pack a punch with performance-enhancing features like high-tech fabrics, PCM cooling prints, and designs that let you breathe easy while you perfect your swing.

Both brands are playing it smart with a dual approach: Heritage lines for timeless style, and functional lines for peak performance. It’s the perfect combo for looking fab from the fairway to the clubhouse.

As the peak season approaches, the golf wear industry is doubling down on this back-to-basics premium strategy to win over discerning customers.

An industry expert dishes, “The U.S. golf wear scene used to be all about youth appeal and trendy vibes. But this year, we’re seeing a major shift. Brands are bringing back classic styles with a modern twist, all while ramping up the tech for serious on-course performance.”