Shirts or Long Pants?... The Boundaries of Golf Fashion Broken by 2030 Generation

'Sinsa Sports' Golf, Shirts and Long Pants Have Been Considered Etiquette
Young Generation Cheers as Shorts Allowed in LIV Golf Boston Series
2030 Seeking Individuality Bring Bold Changes to Golf Fashion Post-COVID

[Asia Economy Reporter Byeon Seon-jin] In the history of golf, often called the "sport of gentlemen," wearing standardized shirts and long pants has been regarded as a strict etiquette. Because of this, it is rare to see players wearing shorts during matches not only on the PGA Tour, the world's largest market, but also on the Korean Professional Golfers' Association (KPGA) Korean Tour. Shirts must also be tucked into the pants.

This dress code is strictly enforced not only for professional players but also at some private golf clubs in Korea. At Golf Club A in Gyeonggi Province, male golfers are required to wear jackets when entering the clubhouse.

Players wearing shirts and long pants [Image source=EPA Yonhap News]

However, the LIV Golf Invitational Series, sponsored by the Saudi Arabian sovereign wealth fund, recently broke this taboo. During the fourth series tournament held at The International in Bolton, Massachusetts, LIV Golf made a "bold announcement" allowing the wearing of shorts. When this news spread, the local community on Reddit responded with comments like "Finally, a chance to see the players' calves!" and "We can expect even more daring outfits next year."

'Strict' Boundaries Broken in Golf Fashion...The 2030 Generation Prioritizing Unique Individuality

A breeze of change is blowing through golf fashion, which traditionally values formality. Even the rules of golf fashion, which were strictly applied at least during matches, are changing. Generally, it is the younger generation seeking novelty and freshness who desire this change.

In Korea, the influx of the 2030 generation after COVID-19 has accelerated this trend in golf fashion. According to the "Leisure White Paper 2022" by the Korea Leisure Industry Research Institute, the proportion of golfers in their 20s and 30s increased sharply from 14% (650,000 people) in 2019 to 22% (1.1 million people) last year. Since one out of five golfers on the course is in their 20s or 30s, golf fashion inevitably undergoes radical changes.

Hansome's 'SJYP' launches casual golf line targeting young golfers
[Photo by Hansome]

Among the younger generation, after COVID-19, it has become a new source of enjoyment not only to play golf on the green grass but also to wear golf clothes, take photos, and post them on social networking services (SNS). For this reason, anorak jumpers (windbreakers), jumpsuits (one-piece outfits combining top and bottom), jogger and cargo pants have emerged as new field fashion. The "formal" golf fashion of short skirts, long pants, and shirts cannot satisfy their desires.

They are also breaking down the boundaries between everyday wear and golf fashion. Park (29), an office worker, said that last year she wore a golf skirt she bought for 200,000 to 300,000 won combined with a blouse as everyday clothing when going out for a round. Park said, "Unless it is professional golf wear, it doesn't feel very different from regular clothes," and added, "I received compliments at a gathering with friends, so I plan to wear it often." Shin Jong-yeop (27) said, "I bought jogger pants for 80,000 won at an outlet because I liked them, and later found out they were golf wear," adding, "There is no problem wearing them as everyday clothes."

The trend of golf apparel becoming everyday wear is also analyzed to be related to the 2030 generation's pursuit of unique individuality. Popular culture critic Jung Deok-hyun said, "Among the 2030 generation, the so-called 'Hip' element is very important in fashion," and added, "Through the COVID-19 era, golf has become not just a sport but a way to express one's individuality and lifestyle, which in turn has increased the desire for golf fashion."

Golf Fashion Now Used as Stage Costumes

Golf fashion is also being utilized on idol stages. The rookie girl group New Jeans appeared in golf fashion on the 'M Countdown' stage last month. They wore knitwear and skirts with half stockings from the British luxury brand Vivienne Westwood's golf apparel line. HyunA also recently danced wearing a golf skirt and crop top on her comeback stage.

The rookie girl group NewJeans appeared on stage wearing golf fashion. [Image source=ADORE]

As the boundaries of golf fashion gradually break down, the domestic golf apparel market jumped from 4.6 trillion won in 2019 to 5.6 trillion won last year. There are forecasts that it will reach 6.3 trillion won this year. Professor Kim Min-jung of the Department of Consumer Information at Keimyung University analyzed, "Since COVID-19, as young generations have entered golf, the response to golf fashion that satisfies not only convenience but also the desire for display has grown," adding, "The resistance to wearing golf clothes in everyday life is gradually disappearing."