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The luxury fashion brand trying to inject golf with a new style
By Jack Bantock, CNN
Published
4:08 AM EDT, Thu August 22, 2024
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Think golf is a bit dull? Whim Golf, a luxury apparel brand and design studio, is out to change your mind.
Colin Heaberg / Whim Golf
Founded in 2019 by Colin Heaberg and Will Gisel, the company sells a range of polos, shorts, caps and other golf gear on itswebsite – all “100% made in the USA.”
Whim Golf
Heaberg says the company is targeting people who have interests beyond golf. “They might be into architecture, or watch a lot of basketball, or listen to different types of music or whatever, but also play golf. I think we naturally bring in that golfer – that person who is just already looking for something different.”
Nolis Anderson/Whim Golf
Whim aims to replicate the feel of “classic American sportswear,” and often features button downs and chino jeans.
Hugo Denis-Queinec/Whim Golf
Not every product is intended for the fairway though, with Whim launching itsown line of hotel slippers in 2023.
Jessica Foley/Whim Golf
The company’s biggest launch to date arrived in July this year, as it unveiled a sneaker produced in collaboration with Reebok, retailing at $130.
Whim Golf
Aiming to celebrate the overlap between art and sport, Whim has created “countless” art pieces and photo shoots.
Colin Sussingham/Whim Golf
Whim’s flagship offering is its “Free Golf Initiative” - putting greens installed at seven pop-up stores across various US cities that invite passers-by to try the game free of charge.
Whim Golf
Its 2022 pop-up store in New York City was an example of Heaberg’s primary objective, to increase participation in the game – particularly in urban areas. “If you make it so someone can walk off the street, grab a putter and try, you’re going to get more golfers, and that’s what it should really be about,” he said.