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The \”off-field look\” — golfwear that effortlessly moves between the course and everyday life — is gaining serious momentum in the golf apparel market. Think hooded sweaters, joggers, and crewnecks reimagined as golf-ready pieces, designed to look just as at home on the 18th hole as they are running errands or meeting friends for coffee.
What’s driving the shift is a reshaping of golf apparel demand. The Korea Federation of Textile Industries reported on the 15th that consumer spending on golf apparel from last March through November totaled about 2.94 trillion KRW (approximately $2.205 billion), a 21% drop from the same period a year earlier — the largest decline across categories.
Industry insiders attribute that decline to the recent drift of many 20- and 30-somethings who, after turning to golf as an outdoor pastime during COVID-19, have since migrated to other activities like running. That initial surge of new players has thinned out.
The market is increasingly centering on committed golfers. Casual beginners have faded, while a high-engagement segment that prioritizes product quality, performance, and the wearing experience has become the core customer base. Brands are responding by doubling down on premium positioning while expanding lines to capture everyday, off-course demand as well.
Kolon Fnc’s street-infused golf label Golden Bear is embracing casual elements in its collections. The brand centers on an oversized \”Versatile Fit\” that flatters multiple body types and a \”Borderless Look\” that lets city style flow seamlessly onto the fairway.
For the 26 S/S season, Golden Bear rolled out pieces under the \”Concrete to Green\” theme, including a seersucker Grid Peplum Hoodie Jacket. The standout item features a roomy oversized cut and a waist-string detail so it feels as natural off the course as on it.
LF’s Daks Golf is taking a similar tack, sharpening its premium strategy to match shifting tastes. With a \”Quiet Performance\” approach — embedding function into design instead of relying on loud logos — the brand is courting both dedicated golfers and everyday buyers. LF is steering clear of mid-market price battles and focusing on higher-quality materials, refined patterns, and precise silhouettes. The company says a mink-fur goose-down jacket priced around 1.95 million KRW (approximately $1,462.50) has been selling strongly, demonstrating steady demand for premium pieces.
Enhancing the in-store experience is another priority. LF recently renovated the Daks Golf and Hazzys Golf shops at Lotte Department Store’s flagship and placed the two stores side by side, acknowledging that premium shoppers want to feel materials and test fit in person.
Daks Golf used special finishes to create a luxe atmosphere, while Hazzys Golf emphasized curved architecture and green-toned carpeting to craft a distinctive sense of space, the company said. The goal is for customers to experience each brand’s identity through both product and environment.
An industry insider noted that, compared with other fashion categories, golf apparel more directly converts customer experience and trust into purchases. As preferences continue shifting toward pieces that work equally well on the course and in daily life, the lifestyle turn in golf wear is only set to broaden.
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