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G/Fore challenges norms in golf fashion, aims for “disruptive elegance”

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In a sea of sameness, clothing and accessory brand G/Fore provides a refreshing escape from the norm; owner and designer Mossimo Giannulli calls it “disruptive elegance.”

As the creator of G/Fore, Giannulli started by making leather gloves in nearly every color for golfers. Bored of all the white and black options that lined shelves in pro shops around the country, Giannulli sought to provide something different; a spark to otherwise drab golf outfits.

Related: G/Fore golf shoes were a “Show Stopper” at the 2017 PGA Show

Giannulli, a longtime fashion entrepreneur from California who is well known for the “Mossimo” brand, actually got his start in golf fashion when he sponsored David Duval in the late 90s. He’s the self-proclaimed creator of the mock turtle neck that Tiger Woods popularized (Giannulli had Duval in a navy mock turtle before the craze hit). In recent years, Giannulli has sought to bring the outside fashion world into the realm of golf through the G/Fore and the result is a fresh take on performance wear on the course.

ForePlayGFore

The other shoe says “Fore” on the sole.

With a different outlook on golf clothing, Giannulli is making waves in the industry with his slogans and designs, whether it’s teaming up with Peter Millar on a fashion-first performance shoe, or a limited-edition headcover featuring a G/Fore glove flipping “the bird.” G/Fore is changing the game whether you like it or not.

Below is our Q&A with Giannulli, who gives interview responses like he designs golf clothes; disruptively elegant.

WRX: Why did you start a golf fashion brand? Did you intend for G/Fore to be counter-culture?

MG: I had sold my namesake brand and wanted to stay active and creative. I love the game and its traditions but wanted to be part of the movement making it more relevant for today’s fashion environment. I knew that whatever path I was going down it had to be decidedly different as the golf world has enough “me too” brands. Given my history and design esthetic I figured we’d play on the edges.

WRX: What statement are golfers making when they wear a brightly colored G/Fore glove? How should they coordinate a colored glove with their outfit?

MG: This was never about a statement as much as a great fashion accessory for the game. I liken a colored glove to a pocket square. You can wear a very traditional suit and add just a touch of color; for me it’s the same thing. Some folks like to be all color and some tend to be very neutral with a burst of color just on the glove. We make so many great colors you can also be very subtle with color if you prefer.

There are no do’s and don’ts as it relates to color…. It’s just a glove have fun with it.

WRX: What do you say to golfers who complain about non-traditional golf apparel? Hoodies on the golf course, for example.

MG: I guess you’d have to define traditional golf to me. The game and apparel have changed dramatically over the years. Technical fabrics are non-traditional but absolutely necessary. Our goal is to fuse proper fashion with great technical fabrics while always adding a sense of whimsy.

WRX: Tom Watson and Bubba Watson are drastically different golfers and have very different fashion tastes. What makes them both right to be G/Fore endorsers?

MG: I just like the name Watson.

WRX: What are your favorite fashion brands? Do you have any fashion idols?

MG: Idols…. not so much. I’m a huge fan of many designers from fashion to architecture and everything in between.

WRX: How did G/Fore’s relationship with Peter Millar start?

MG: The CEO (Scott Mahoney) and I are friends, and we started a dialogue and figured it would be very cool. Although we are both in the same space, our DNA and design esthetics are so different it felt like a natural fit. It’s been great working with them and we are both excited to get this product to market.

See more photos from the G/Fore’s 2017 PGA Show booth.

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24 Comments

24 Comments

  1. Golfingbiker

    Feb 17, 2017 at 9:47 am

    “He’s the self-proclaimed creator of the mock turtle neck that Tiger Woods popularized”… right. And Al Gore invented the internet.

  2. Ts

    Feb 17, 2017 at 3:08 am

    Shankerama

  3. JThunder

    Feb 17, 2017 at 2:14 am

    This article feels as forced and disingenuous as the pairing of “rebelliousness” and “golf”.

  4. Steve

    Feb 16, 2017 at 11:37 pm

    I looked on their website, and I can’t be the only one that thinks most of their stuff looks pretty basic… Nothing really stands out to me like I expected after reading the article…

  5. Bert

    Feb 16, 2017 at 8:32 pm

    Guess their growing the game.

    Where’s your “Shank” tag?

  6. KK

    Feb 16, 2017 at 8:10 pm

    Giving this brand “the finger.”

  7. BunkieBill

    Feb 16, 2017 at 5:04 pm

    Why was my comment ripped down? Saying that Arnold Palmer would be appalled by this product was against WRX law? Go stuff your “comment ripper” in a Canadian snow drift!!

  8. Philip

    Feb 16, 2017 at 4:51 pm

    So you block various words on posts but an image of giving the finger is classy for this site????

  9. Double Mocha Man

    Feb 16, 2017 at 3:35 pm

    Colored golf gloves are not new. Most of the major brands supplied them about 20-25 years ago. Just wasn’t profitable… so many sizes, so many cadets, so many hands…

  10. RonaldRump

    Feb 16, 2017 at 3:14 pm

    Everyone needs to relax, don’t buy it if you don’t like it…

  11. Tom

    Feb 16, 2017 at 12:40 pm

    I think this would be a great gift for some of our wrx members.

  12. Paul Webber

    Feb 16, 2017 at 11:17 am

    That headcover is so douchy

    • Douche Expert

      Feb 16, 2017 at 12:10 pm

      I wholeheartedly agree. Get one like that and no one has to wonder about your character.

  13. birdie

    Feb 16, 2017 at 10:11 am

    As I predicted….go to the g/fore website and look at the shirts. pretty classy. look good. but of course the author sticks a middle finger headcover as the main pic. journalism is spiraling the drain…..no longer about the story. its about clicks.

    • Douche Expert

      Feb 16, 2017 at 12:11 pm

      I wouldn’t support the brand simply because they produce such a head cover.

      • TR1PTIK

        Feb 16, 2017 at 12:59 pm

        It says in the introduction that the headcover was “limited-edition”. Not a big deal. I’d never buy one, but that’s just because it doesn’t fit my personal tastes.

  14. birdie

    Feb 16, 2017 at 10:08 am

    i’m wondering if the article picture is indicative of the actual line of fashion that g/fore represents or if its a lame attempt by the author to get more clicks. is this a rude and crude fashion line or simply an alternative style that many enjoy wearing. the shoes, although not my style, look to be just another type of fashion. the headcover looks over the top. i’m willing to bet its not representative of the entire line

  15. Robert Mitchell

    Feb 16, 2017 at 8:15 am

    while I don’t yet wear G/Fore stuff, I applaud the position they are taking. Golf needs more of this. Make it more fun and let the young be young and the old hipsters be themselves. Make it cool. G/Fore is just that.

    • Thunder Bear

      Feb 16, 2017 at 8:57 am

      Agreed. It’s time to get ride of the 30 year old saddle shoes, cargo shorts, and the cotton polo. I like the push to get golf to be a little more fashionable. Just means more options to choose from.

      • Frank Gifford

        Feb 16, 2017 at 9:23 am

        Double agree but I personally feel the middle finger head over is too much.

      • S Hitter

        Feb 16, 2017 at 11:12 am

        This middle finger thing is not fashion. And it’s not punk, if that’s what they believe. Their stuff is expensive and for no reason

      • The dude

        Feb 16, 2017 at 8:32 pm

        Ya more options…..except cargo shorts …saddle shoes and polo shirts…..such a crime

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19th Hole

Vincenzi’s 2024 Zurich Classic of New Orleans betting preview

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The PGA TOUR heads to New Orleans to play the 2023 Zurich Classic of New Orleans. In a welcome change from the usual stroke play, the Zurich Classic is a team event. On Thursday and Saturday, the teams play best ball, and on Friday and Sunday the teams play alternate shot.

TPC Louisiana is a par 72 that measures 7,425 yards. The course features some short par 4s and plenty of water and bunkers, which makes for a lot of exciting risk/reward scenarios for competitors. Pete Dye designed the course in 2004 specifically for the Zurich Classic, although the event didn’t make its debut until 2007 because of Hurricane Katrina.

Coming off of the Masters and a signature event in consecutive weeks, the field this week is a step down, and understandably so. Many of the world’s top players will be using this time to rest after a busy stretch.

However, there are some interesting teams this season with some stars making surprise appearances in the team event. Some notable teams include Patrick Cantlay and Xander Schauffele, Rory McIlroy and Shane Lowry, Collin Morikawa and Kurt Kitayama, Will Zalatoris and Sahith Theegala as well as a few Canadian teams, Nick Taylor and Adam Hadwin and Taylor Pendrith and Corey Conners.

Past Winners at TPC Louisiana

  • 2023: Riley/Hardy (-30)
  • 2022: Cantlay/Schauffele (-29)
  • 2021: Leishman/Smith (-20)
  • 2019: Palmer/Rahm (-26)
  • 2018: Horschel/Piercy (-22)
  • 2017: Blixt/Smith (-27)

2024 Zurich Classic of New Orleans Picks

Tom Hoge/Maverick McNealy +2500 (DraftKings)

Tom Hoge is coming off of a solid T18 finish at the RBC Heritage and finished T13 at last year’s Zurich Classic alongside Harris English.

This season, Hoge is having one of his best years on Tour in terms of Strokes Gained: Approach. In his last 24 rounds, the only player to top him on the category is Scottie Scheffler. Hoge has been solid on Pete Dye designs, ranking 28th in the field over his past 36 rounds.

McNealy is also having a solid season. He’s finished T6 at the Waste Management Phoenix Open and T9 at the PLAYERS Championship. He recently started working with world renowned swing coach, Butch Harmon, and its seemingly paid dividends in 2024.

Keith Mitchell/Joel Dahmen +4000 (DraftKings)

Keith Mitchell is having a fantastic season, finishing in the top-20 of five of his past seven starts on Tour. Most recently, Mitchell finished T14 at the Valero Texas Open and gained a whopping 6.0 strokes off the tee. He finished 6th at last year’s Zurich Classic.

Joel Dahmen is having a resurgent year and has been dialed in with his irons. He also has a T11 finish at the PLAYERS Championship at TPC Sawgrass which is another Pete Dye track. With Mitchell’s length and Dahmen’s ability to put it close with his short irons, the Mitchell/Dahmen combination will be dangerous this week.

Taylor Moore/Matt NeSmith +6500 (DraftKings)

Taylor Moore has quickly developed into one of the more consistent players on Tour. He’s finished in the top-20 in three of his past four starts, including a very impressive showing at The Masters, finishing T20. He’s also finished T4 at this event in consecutive seasons alongside Matt NeSmith.

NeSmith isn’t having a great 2024, but has seemed to elevate his game in this format. He finished T26 at Pete Dye’s TPC Sawgrass, which gives the 30-year-old something to build off of. NeSmith is also a great putter on Bermudagrass, which could help elevate Moore’s ball striking prowess.

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19th Hole

Vincenzi’s 2024 LIV Adelaide betting preview: Cam Smith ready for big week down under

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After having four of the top twelve players on the leaderboard at The Masters, LIV Golf is set for their fifth event of the season: LIV Adelaide. 

For both LIV fans and golf fans in Australia, LIV Adelaide is one of the most anticipated events of the year. With 35,000 people expected to attend each day of the tournament, the Grange Golf Club will be crawling with fans who are passionate about the sport of golf. The 12th hole, better known as “the watering hole”, is sure to have the rowdiest of the fans cheering after a long day of drinking some Leishman Lager.  

The Grange Golf Club is a par-72 that measures 6,946 yards. The course features minimal resistance, as golfers went extremely low last season. In 2023, Talor Gooch shot consecutive rounds of 62 on Thursday and Friday, giving himself a gigantic cushion heading into championship Sunday. Things got tight for a while, but in the end, the Oklahoma State product was able to hold off The Crushers’ Anirban Lahiri for a three-shot victory. 

The Four Aces won the team competition with the Range Goats finishing second. 

*All Images Courtesy of LIV Golf*

Past Winners at LIV Adelaide

  • 2023: Talor Gooch (-19)

Stat Leaders Through LIV Miami

Green in Regulation

  1. Richard Bland
  2. Jon Rahm
  3. Paul Casey

Fairways Hit

  1. Abraham Ancer
  2. Graeme McDowell
  3. Henrik Stenson

Driving Distance

  1. Bryson DeChambeau
  2. Joaquin Niemann
  3. Dean Burmester

Putting

  1. Cameron Smith
  2. Louis Oosthuizen
  3. Matt Jones

2024 LIV Adelaide Picks

Cameron Smith +1400 (DraftKings)

When I pulled up the odds for LIV Adelaide, I was more than a little surprised to see multiple golfers listed ahead of Cameron Smith on the betting board. A few starts ago, Cam finished runner-up at LIV Hong Kong, which is a golf course that absolutely suits his eye. Augusta National in another course that Smith could roll out of bed and finish in the top-ten at, and he did so two weeks ago at The Masters, finishing T6.

At Augusta, he gained strokes on the field on approach, off the tee (slightly), and of course, around the green and putting. Smith able to get in the mix at a major championship despite coming into the week feeling under the weather tells me that his game is once again rounding into form.

The Grange Golf Club is another course that undoubtedly suits the Australian. Smith is obviously incredibly comfortable playing in front of the Aussie faithful and has won three Australian PGA Championship’s. The course is very short and will allow Smith to play conservative off the tee, mitigating his most glaring weakness. With birdies available all over the golf course, there’s a chance the event turns into a putting contest, and there’s no one on the planet I’d rather have in one of those than Cam Smith.

Louis Oosthuizen +2200 (DraftKings)

Louis Oosthuizen has simply been one of the best players on LIV in the 2024 seas0n. The South African has finished in the top-10 on the LIV leaderboard in three of his five starts, with his best coming in Jeddah, where he finished T2. Perhaps more impressively, Oosthuizen finished T7 at LIV Miami, which took place at Doral’s “Blue Monster”, an absolutely massive golf course. Given that Louis is on the shorter side in terms of distance off the tee, his ability to play well in Miami shows how dialed he is with the irons this season.

In addition to the LIV finishes, Oosthuizen won back-to-back starts on the DP World Tour in December at the Alfred Dunhill Championship and the Mauritus Open. He also finished runner-up at the end of February in the International Series Oman. The 41-year-old has been one of the most consistent performers of 2024, regardless of tour.

For the season, Louis ranks 4th on LIV in birdies made, T9 in fairways hit and first in putting. He ranks 32nd in driving distance, but that won’t be an issue at this short course. Last season, he finished T11 at the event, but was in decent position going into the final round but fell back after shooting 70 while the rest of the field went low. This season, Oosthuizen comes into the event in peak form, and the course should be a perfect fit for his smooth swing and hot putter this week.

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Opinion & Analysis

The Wedge Guy: What really makes a wedge work? Part 1

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Of all the clubs in our bags, wedges are almost always the simplest in construction and, therefore, the easiest to analyze what might make one work differently from another if you know what to look for.

Wedges are a lot less mysterious than drivers, of course, as the major brands are working with a lot of “pixie dust” inside these modern marvels. That’s carrying over more to irons now, with so many new models featuring internal multi-material technologies, and almost all of them having a “badge” or insert in the back to allow more complex graphics while hiding the actual distribution of mass.

But when it comes to wedges, most on the market today are still single pieces of molded steel, either cast or forged into that shape. So, if you look closely at where the mass is distributed, it’s pretty clear how that wedge is going to perform.

To start, because of their wider soles, the majority of the mass of almost any wedge is along the bottom third of the clubhead. So, the best wedge shots are always those hit between the 2nd and 5th grooves so that more mass is directly behind that impact. Elite tour professionals practice incessantly to learn to do that consistently, wearing out a spot about the size of a penny right there. If impact moves higher than that, the face is dramatically thinner, so smash factor is compromised significantly, which reduces the overall distance the ball will fly.

Every one of us, tour players included, knows that maddening shot that we feel a bit high on the face and it doesn’t go anywhere, it’s not your fault.

If your wedges show a wear pattern the size of a silver dollar, and centered above the 3rd or 4th groove, you are not getting anywhere near the same performance from shot to shot. Robot testing proves impact even two to three grooves higher in the face can cause distance loss of up to 35 to 55 feet with modern ‘tour design’ wedges.

In addition, as impact moves above the center of mass, the golf club principle of gear effect causes the ball to fly higher with less spin. Think of modern drivers for a minute. The “holy grail” of driving is high launch and low spin, and the driver engineers are pulling out all stops to get the mass as low in the clubhead as possible to optimize this combination.

Where is all the mass in your wedges? Low. So, disregarding the higher lofts, wedges “want” to launch the ball high with low spin – exactly the opposite of what good wedge play requires penetrating ball flight with high spin.

While almost all major brand wedges have begun putting a tiny bit more thickness in the top portion of the clubhead, conventional and modern ‘tour design’ wedges perform pretty much like they always have. Elite players learn to hit those crisp, spinny penetrating wedge shots by spending lots of practice time learning to consistently make contact low in the face.

So, what about grooves and face texture?

Grooves on any club can only do so much, and no one has any material advantage here. The USGA tightly defines what we manufacturers can do with grooves and face texture, and modern manufacturing techniques allow all of us to push those limits ever closer. And we all do. End of story.

Then there’s the topic of bounce and grinds, the most complex and confusing part of the wedge formula. Many top brands offer a complex array of sole configurations, all of them admittedly specialized to a particular kind of lie or turf conditions, and/or a particular divot pattern.

But if you don’t play the same turf all the time, and make the same size divot on every swing, how would you ever figure this out?

The only way is to take any wedge you are considering and play it a few rounds, hitting all the shots you face and observing the results. There’s simply no other way.

So, hopefully this will inspire a lively conversation in our comments section, and I’ll chime in to answer any questions you might have.

And next week, I’ll dive into the rest of the wedge formula. Yes, shafts, grips and specifications are essential, too.

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