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GolfWRX gets trendy: The Ashworth Style Experience

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By Zak Kozuchowski

GolfWRX Managing Editor

Golf clothes are like swing tips. No matter how many a golfer has, they always seem to need new ones.

But sometimes, new swing tips are no better than old swing tips. Old patterns return, despite a golfer’s best effort to change them. The same is true of golf fashion. Golfers tend become comfortable with their style, even if it’s limiting their look. And for the sake of comfort, they often make similar mistakes when deciding on new apparel from their local golf retailer.

That’s why Ashworth decided to send four GolfWRX contest winners on an all-expenses-paid trip to the United Kingdom that they dubbed the “Ashworth Style Experience.” The premise – receive a golf fashion makeover from golf’s leading fashion authority, “Mr. Style” Marty Hackel. Other perks included three nights at the Pennyhill Park Hotel, a five-star resort and spa, a round of golf, tickets to Tuesday’s practice round of the BMW Championship at Wentworth, a tour of the TaylorMade’s European Tour Van and the best food and drink Surrey, England, had to offer.

Ashworth is best known as the clothing sponsor of Freddy Couples, who brought attention to the brand when he was at his golfing peak in the early 1990s. TaylorMade-Adidas golf purchased Ashworth in 2008, and has since worked to revitalize the brand. Ashworth’s latest line has its sights set on 35-to-55 year olds, but thanks to its revamped cuts, fabrics, patterns and color options, Ashworth should please a wider audience.

The contest winners ranged in age from 34 to 42. Each was from a different part of the United States and had different tastes in fashion. Yet with the help of Mr. Hackel, they all left the UK with a fall wardrobe that suited their lifestyles and body types.

On Monday, the contest winners set out for North Hants Golf Club, the club where Justin Rose honed his world-class game as a teenager. They played 18 holes of golf, which was followed with a party that welcomed Rose as the lead ambassador of the Ashworth brand. The guys had a few pints, English-style fish and chips, and some one-on-one time with Rose himself.

Click here to see the photos.

At the event, Rose said that he was excited with the modern elements of Ashworth’s new line, such as the slimmer fitting shirt he wore at the event, a red dual-front pocket design that is much different that the oversized shirts that Couples popularized years ago.

“I think there’s some really clean looks to [the Ashworth line],” Rose said. “It’s also still very classic … I think it can transfer both on and on the golf course. I’d be very comfortable wearing this shirt with a pair of jeans.”

During the style makeover on Tuesday morning, Hackel echoed the importance of versatility in a golfer’s wardrobe. Darrin, a contest winner from New York who works in the medical field, is forced to play much of his golf after he leaves the office. For him, Hackel recommended self-collar polos, a shirt that employs the same material in the collar as it does in the body of the shirt. Hackel said that self-collar shirts are dressier, and more appropriate in an office or restaurant setting. A knit collar, which uses a different material in the collar than in the body of the shirt, provides a golfer with fewer options, Hackel said.

“With knit collars, you’re pretty much limited to the golf course,” Hackel said. “We want you to spend your money on things that give you more versatility.”

Casey, a banker from Tennessee, had been a fan of Ashworth clothing for years. But his shorter stature was a problem for him when buying shirts. Hackel recommended that Casey pay special attention to where the seams of his golf shirts rested on his shoulder. If the seam rested below hs shoulder, not only would his golf shirts appear too large, but they would also inhibit his shoulder movement during the swing.

“A lot of golfers think they need a fuller garment to be able to swing,” Hackel said.  “But exactly the opposite is true. With bigger armholes, the entire shirt tends to move, which does not make the shirt more comfortable. They higher [and smaller] the armhole, the easier your arm can move without the product moving.”

Chas, the tallest of the contest winners with the broadest shoulders, learned from Hackel that it was not just the cut of a golf shirt that was important. Color plays a role as well. Hackel advised Chas not to go too dark in his shirt color choices, as it has a tendency to throw off the proportion of his upper and lower body. By dressing in light-colored shirts and darker-colored pants, Chas could streamline his physique and better accentuate his long torso.

Hackel had a recommendation for Chas’ pants as well. Because of Chas’ 12.5 shoe size, he was often conscious of how large his feet looked when he wore slimmer-fitting pants. Marty steered Chaz away from pants that he said he would have bought. He told him that he needed at least a 17-inch cuff [European-styled pants often have a cuff as narrow as 15 inches], which would make his feet look proportionate with the rest of his body.

Jim, a Michigander who specializes in graphic design for an advertising agency, was in violation of Hackel’s 34-inch rule, which deals with white belts.

“We think the white belt is gone,” Hackel said. “The 34-inch rule means that if your waist is larger than 34 inches, you can only wear a white belt if it’s attached to a badge or a holster.”

Jim said that because of his larger waist size, he stayed away from brown and black belts with light-colored pants because he said they drew attention to his midsection. He felt that a white belt limited this contrast, and made him look slimmer. Hackel said that a white belt has nearly the same effect as black and brown belts. According to Hackel, the only way to truly draw attention away from Jim’s midsection was to opt for a belt that matched the color of his pants as closely as possible. For Jim, he recommended khacki-colored belts, especially those made of cloth, which would help keep him cool during the hot Michigan summers.

Jim, who studied art as an undergraduate, preferred to wear clothing with louder patterns, which was another habit from which Hackel steered him away. Hackel wanted Jim to dress with as little contrast as possible, a scheme that would provide a silhouetting effect.

It was clear, however, that Jim wanted to have some fun with his outfits, and Hackel embraced that. He urged Jim to show off his personality through accessories, such as bold socks, shoes and watches.

An area of fashion that Hackel has welcomed has been hybrid golf shoes, such as the Ashworth Cardiff model that Justin Rose will wear this weekend at Wentworth. Each shoe has a strong accent color on its rubber outsole, which a golfer can highlight with a matching pair of laces.

“We want golfers to stay in their comfort zone, but we also want them to show off their personality,” Hackel said. “That’s why Rickie Fowler gets a pass with his orange outfits and white belts. That’s his personality. But it’s not for everyone. You can’t worry about what you’re wearing. If you stop by a window or a mirror and look at what you’re wearing for more then 10 seconds, go back and change. You’re not going to feel comfortable in it.”

Click here for more discussion in the “Golf style and fashion” forum.

Click here to see the photos.

You can follow Zak on Twitter @ZakKoz and GolfWRX on Twitter @GolfWRX

4 Comments

4 Comments

  1. Truther

    Jun 23, 2012 at 8:37 pm

    M Hackel is allowed to offer an opinion. The problem is that many who are unable to think for themselves may end up taking his opinions as gospel, when his ideas are the furthest thing from it.

    If you were to listen to Hackel, then John Daly shouldn’t be allowed to wear anything stylish at all.

    My advice: wear whatever makes you feel comfortable.

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  4. oiler69

    May 30, 2012 at 2:19 am

    I have two things to say about this subject: 1.) Waaaay too much attention is paid to fashion, style in golf apparel. It has been my observation that the more effort and money one spends on the golf wardrobe the worse the player (and the more annoying the individual), and, 2.) Mr. Couples has better taste than Mr. Hackel.

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Club Junkie

Tour Edge Exotics mini driver review + TaylorMade Spider ZT Max first look – Club Junkie

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On this episode of Club Junkie, I put the new Tour Edge Exotics Mini Driver to the test and break down the performance, forgiveness, distance, and where it fits compared to a traditional driver or strong fairway wood. If you have been curious about adding a mini driver to the bag, this one is worth a look.

I also dive into the new TaylorMade Spider ZT Max putter that was recently spotted and discuss the growing zero torque putter trend. Plus, there is a closer look at the new Project X Titan Yellow shaft showing up on the PGA Tour and what makes it different from other profiles currently out there.

 

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Opinion & Analysis

AVL: We’re talking about practice! My best tips for taking your game to the course

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With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game.

Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills.

While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice.

This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times.

Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy.

One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length. Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine.

It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season.

Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds.

Finding the right balance is something we’re all working on, one practice session at a time. With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game. Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills. While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice. This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times. Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy. One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length.

Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine. It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season. Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds. Finding the right balance is something we’re all working on, one practice session at a time.

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Equipment

Seoul Sensibilities: Is Korean golf fashion starting to shape the world?

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For Korean golfers, we always look forward to the last of the kkot-saem-chu-I for the true start of a new golf season. The term refers to a cold snap, but literally translates as “winter being jealous of the flowers beginning to bloom, thus lashing out one final time before surrendering to spring”.

A rather poetic mouthful packed into a short expression.

Koreans can be like that. Understated, yet oddly expressive at the same time. And nowhere is this more true on the golf course and in our golf bags. In fact, I suspect many Korean golfers look forward to new apparel and accessory drops more than they do actual equipment launches each year.

At this point, Korean golf fashion may exist on its own timeline. (courtesy of @seonbi_golfer)

There is ample evidence to support that suspicion. Korea is the world’s third-largest golf market behind the United States and Japan, yet its appetite for golf apparel exceeds that of both countries combined. Recent estimates suggest that Korea accounts for nearly 40 percent of the global golf apparel market, placing it among the world’s most influential golf fashion markets and punching well above its size.

Simply, we care deeply about how new golf clubs look and feel, but enjoy looking good while swinging them even more.

Golfers in the West may laugh and say that golf is played on a course, not a fashion runway. Perhaps. But what’s the harm in trying to look and feel good, if the added self-confidence can help actual performance? It certainly seems to have worked for Jason Day, who may have unlocked a new stats category: dormant strokes gained. Coincidence?

During the COVID-era, estimates placed the market near $9 billion, an astonishing figure for a single country.

As a proud member of Gen X, I’ve witnessed the highs and lows of golf fashion firsthand. The pleated trousers and wing-tipped shoes of Jack Nicklaus, the stylish plus-fours and knickers of Payne Stewart, the baggy black trousers and fitted mock-necks of Tiger Woods, and the thigh-hugging athletic tailoring of Rory McIlroy. Golf fashion, like the golf swing itself, has rarely stood still.

But nowhere have those trends shifted, evolved, and been scrutinized quite as relentlessly as in Korea. Here, golf fashion moves faster than fairway gossip, and consumers dissect brands with a level of discernment that can be both impressive and mildly terrifying. New brands are studied, judged, embraced, or dismissed with startling efficiency.

The result is a consumer base with one of the sharpest eyes for quality and authenticity anywhere in the world. It is difficult to quantify, but easy to recognize. Clean lines without trying too hard. Luxury mixed with utility. Trend awareness balanced by restraint and purpose.

It’s golf fashion shaped by one of the world’s most style-literate cities, something I like to call Seoul Sensibilities, referring to the taste level forged by a uniquely competitive environment.

And increasingly, global brands have noticed.

Many golf brands in Korea have their own flagship shops dedicated to apparel only

Titleist understood this years ago, when its apparel business in Korea took on a life of its own under new ownership and local direction. What had once been a straightforward extension of an iconic equipment giant became something sharper and more premium. By going all in on the serious Tour-player look (I couldn’t even fit into their XL sizes), Titleist struck the right chord with Korean consumers and helped its fledgling apparel business break into the mainstream. Titleist became a household name even for non-golfers who wore its caps, shirts, and windbreakers in daily life. In many ways, it proved that even heritage golf brands could carry real fashion credibility when viewed through a Korean lens.

Several years later, PXG took a page out of Titleist’s playbook and followed suit. Korean consumers helped transform the brand from one known largely for irons and loud commercials into something broader and more stylish. PXG apparel’s growth in Korea was explosive, where it found an early audience and turned the category into something more than mere logo merchandise. It is still hard to walk anywhere in Seoul without seeing its palindrome logo.

Malbon’s meteoric rise in the United States was genuine, but its ascent into a global golf lifestyle brand owes much to Korea, where it was elevated by a market already fluent in modern golf style. Korea did not simply embrace Malbon. It pressure-tested the concept, refined its appeal, and helped push it into the global spotlight.

As such, new brands may arrive from abroad, but more often than not, their sharpest evolution happens here. If a brand can earn credibility in Seoul, it’s deemed to have passed one of the toughest style audits in the game.

That is why the next meaningful chapter may not come from outside, but from a Korean brand moving in the opposite direction, carrying those Seoul Sensibilities outward as K-pop once did.

Play young Stay dope.

From Seoul, With Intent

Khalhon is a label that feels less like a trend-chasing newcomer and more like the product of a market that has already seen everything. Golfers here have long been surrounded by luxury logos, technical fabrics, and tour uniforms disguised as lifestyle wear and vice-versa. In other words, novelty alone rarely lasts here, and the Koreans seems to understand that instinctively.

Its style language leans into clean silhouettes, relaxed but tailored proportions, muted palettes, and premium materials that speak quietly but confidently. There is a modern city aesthetic running through it all, with strong layering pieces, thoughtful textures, and subtle branding that suggests sophistication rather than demanding attention.

“Built for the course. Designed beyond it.”

Most importantly, the garments seem designed to blur the line between golfwear and everyday style. Shirts, trousers, knitwear, and outer layers move comfortably between a game of screen golf, a lunch reservation, an airport gate, or an afternoon coffee in Gangnam with friends.

It raises the question of whether this is golfwear that happens to look good off the course, or everyday clothing that performs beautifully on the fairways.

Personally, I have long appreciated Nike Golf for its clean, athletic modernization of golf attire. It also has the useful side effect of making me look like a more serious golfer than I probably am. But off the course, there are times when being instantly identified as the golf guy in a crowd of non-golfers can feel a touch self-conscious.

“Built for the course. Designed beyond it.”

That is part of what drew me to Khalhon, which seemed to blend golf and everyday wear naturally. While some of the outfits may be slightly beyond my personal confidence level, the brand also offers tasteful options for older guys like me who still want to express a little personality without regretting the decision later.

These are not simply flashy outfits worn on the course and then banished to the closet until the next tee time. They work surprisingly well off the course too, and I suspect many of the pieces will still look right a couple of years from now, which would certainly be kinder to my wallet than most golf fashion trends tend to be.

And perhaps that broader lifestyle positioning also helps explain why someone like Sean Wotherspoon would find Khalhon creatively interesting in the first place.

“Built for the course. Designed beyond it.”

“Korea is not only one of the most fashion-forward golf markets in the world, but one of the most fashion-forward markets globally. Korea is ahead, and I love to watch and try to catch up.” – Sean Wotherspoon, Creative Director at Khalhon

Seoul and Beyond

If Khalhon’s rise says something about where Korean golf fashion is today, its relationship with Sean Wotherspoon says even more about where it is heading.

For readers less familiar with Sean Wotherspoon, his arrival at Khalhon is not some routine celebrity endorsement or influencer collaboration. In design and streetwear circles, Wotherspoon is regarded as one of the more influential creative voices of his generation, particularly when it comes to blending nostalgia, storytelling, and contemporary culture into products that people can connect with.

He first gained widespread attention through his now-famous Nike sneaker collaborations, where his vintage-inspired designs and instinct for color helped turn him into one of the defining artists of the late-2010s sneaker era. His work gradually expanded beyond footwear into apparel, automotive collaborations, collectibles, and broader lifestyle design.

Modern golf style now extends well beyond the fairways, where performance and functionality are largely expected by default. And while plenty of brands already make technically competent golfwear, Khalhon seems more focused on designing clothes people would genuinely want to wear even after the round ends.

And when guys at Wotherspoon’s level show genuine interest in working with a Korean golf brand as its new Creative Director, fashion circles tend to sit up and pay attention. There’s already a huge buzz among the fashion-conscious here about upcoming collabs with iconic sports stars and brands.

“My creative direction for Khalhon is disruptive, colorful, nostalgic, and modern. My goal is to blend these avenues seamlessly within each collection.” – Sean Wotherspoon

In chatting with Sean, what stood out most to me was how genuinely energized he sounded about the project itself. Despite having already worked across and countless other creative spaces, he described golf as a completely fresh category for him, saying that Khalhon “will be an amazing vehicle for my design work.”

At the same time, his enthusiasm seemed tied just as much to Korea itself. He spoke openly about admiring Korea’s fashion culture while repeatedly insisting he is still a terrible golfer.

There was something oddly refreshing about that humility. Rather than sounding like a celebrity parachuting into golf simply because the category suddenly became fashionable, Sean sounded genuinely curious about what Korea might do with the category next.

And perhaps that is what makes Khalhon feel interesting right now. The brand feels less like a trend-chaser and more like the natural result of a market now confident enough to export its own point of view.

For years, global brands came to Korea to sharpen their image against one of the most discerning audiences anywhere. Now, a Korean label appears ready to send those Seoul Sensibilities outward instead.

Which brings us back to kkot-saem-chu-i.

That final cold snap before spring always arrives with a reminder that seasons are changing, whether we notice it immediately or not. Golf fashion feels a little like that right now as well, as the old boundaries between sport, streetwear, luxury, and everyday style continue to soften.

And somewhere in Seoul, a Korean golf label already seems prepared for whatever season comes next. I just hope they have everything in my size.

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