Sensory Golf Wear Receiving Love Calls from Golf Beginners: McKayson, Mark & Lona, Yuta

As the golf industry reaped the benefits of the COVID-19 outbreak last year, golf wear is experiencing a boom. Along with this, the fashion industry has started targeting consumers in their 20s and 30s, known as Golini (Golf + children), as their numbers increase.

According to sales data from Lotte Department Store, golf wear sales in March increased by 238% compared to the same period last year. In particular, sales of golf equipment and golf wear among consumers in their 20s and 30s rose sharply by 75% year-on-year. Additionally, according to the Korea Leisure Industry Research Institute, out of approximately 4.7 million golfers in Korea, 854,000 are in their 20s and 30s. This means that 2 out of 10 people who enjoy golf are in their 20s and 30s. This year, the number of golfers in their 20s and 30s is expected to increase further to 1.15 million.

Furthermore, to capture the rapidly growing young golf population, trendy new golf wear brands are flooding the market. Young and Rich Golini prefer to dress properly in golf wear compared to existing golfers and have emerged as big spenders who do not hesitate to consume for self-expression. As the main golf season begins, we introduce premium golf wear brands gaining great popularity, especially among Golini who enjoy field golf.

21SS McKayson

Premium golf wear brand Mackeson has risen as a new powerhouse in golf wear, gaining explosive popularity since introducing its 21SS collection on SNS last February. Using a variety of colors such as royal turquoise, refreshing blue, and luxurious deep red, it differentiates itself from other brands that mainly use primary colors.

This season’s look from Mackeson targets young golfers in their 20s and 30s who pursue unique style and individuality, boasting stylish designs and perfect performance. It also pays attention to meticulous details such as zippers, buttons, and finishing based on premium materials.

Son Arim, the design director, explained, “This collection consists of four lines: Manuforti, Mackey, Amoenus, and a collaboration line, offering diverse choices for golfers heading to the spring and summer fields. We focused on showcasing styles that stand out on the course by choosing sophisticated colors, silhouettes that maximize advantages, lively logo play, and unique colors that add elegance.”

Meanwhile, Mackeson completed large-scale store openings last month at Lotte Department Store’s Jamsil branch, Busan Gwangbok branch, Daegu, Daejeon, and Nowon, with various launch events planned at each store.

High-end golf wear brand MARK&LONA unveiled its 2021 S/S collection lookbook. The theme for this season, ‘LOVE & PEACE,’ was inspired by a wish for peace around the world during difficult times and aims to showcase diversity through fashion while sharing joy and happiness.

The collection features vivid colors and conveys a bright and hopeful feeling. Some products include name labels expressing LOVE & PEACE in 22 languages. Notably, this season introduces a genderless clothing line that can be worn by both men and women. The designs add fun with lightweight nylon reversible outerwear, cloud camo patterns, the new signature ‘ML’ logo, iconic skull logos, and gingham checks. The MARK&LONA LOVE & PEACE collection is available on the official online mall and MARK&LONA stores.

New brand UTAA, led by CEO Kim Sung-min of JNG Korea, which targets the 20s and 30s demographic with luxury haute couture style, is also gaining attention.

UTAA’s 2021 S/S launch collection consists of the ‘Signature Collection,’ which includes best-selling items like baroque pattern jumpers and skirts and iconic artwork sweatshirts that have been a hot topic; the ‘Classic Collection,’ featuring modern performance and impactful colors; and the ‘Couture Collection,’ which highlights the designer’s sensibility. UTAA plans to expand nationwide with flagship stores starting from the Samsung branch, as well as direct stores, department stores, and agencies.

A golf industry insider explained, “Recently released products from golf wear brands actively reflect the fashion trends of the 20s and 30s generation, who value their own individuality and characteristics. This year as well, golf wear that combines functionality and fashion is expected to continue gaining popularity among the MZ generation.”