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.

Driver: Titleist GTS3 (10 degrees, D1 SureFit setting)
Shaft: Fujikura Ventus TR Blue 6 X

3-wood: Titleist GTS2 (16.5 degrees, B2 SureFit setting)
Shaft: Fujikura Ventus TR Blue 7 X

7-wood: Titleist TS2 (21 degrees, D4 SureFit setting)
Shaft: UST Mamiya Elements Proto 8F5

• Check out more in-hand photos of Cam Smith’s gear here.

Irons: Titleist T250 (4, 5), Titleist T100 (5-9)
Shafts: KBS Tour 130 X Custom Series

Wedges: Titleist Vokey Design SM11 (46-10F, 52-08F, 56-08M, 60-04T)
Shafts: KBS Tour 130X (46, 52, 56, 60)

• Check out more in-hand photos of Cam Smith’s gear here.

Putter: Scotty Cameron 009M Tour Prototype

Grips: Golf Pride Tour Velvet Tack

Ball: Titleist Pro V1x

Check out more in-hand photos of Cam Smith’s gear here.

Has Brooks Koepka put the questions surrounding his putting woes to bed by switching putters again at The CJ Cup at The Byron Nelson? Well, with a Scotty Cameron Fastback 1.5 in play, Koepka opened with an 8-under 63 around TPC Craig Ranch to sit one off the first-round lead in Dallas.

It’s the fourth different putter Koepka has played since his return to the PGA Tour. After leaving LIV Golf to start the season, only seven players on the circuit have hit the ball better from tee to green than the five-time major champion. Once getting onto the putting surfaces, Koepka ranks 141st in SG: Putting, losing almost half a shot to the field on the greens.

MCKINNEY, TEXAS – MAY 20: Brooks Koepka of the United States and his caddie talk on the first green during a practice round prior to THE CJ CUP Byron Nelson 2026 at TPC Craig Ranch on May 20, 2026 in McKinney, Texas. (Photo by Sam Hodde/Getty Images)

But that changed with the latest flatstick in Koepka’s hands, which he believes can create better rotation in the stroke than the previous options he’s played.

“Switched putters again this week for something I feel like released on its own, something I’ve been trying to – been fighting a little bit, and I feel like it definitely releases a little bit,” Koepka explained.

The current Fastback 1.5 setup Koepka is using is equipped with a short-slant neck, one that will produce considerably more toe hang than his previous TaylorMade Tour V, which he played for just one tournament – the PGA Championship. That setup featured an extended L-Neck (plumbers) hosel, something that is used to try to reduce face rotation, but the one-week trial ended at Aronimink, with Koepka 63rd in SG: Putting out of 82 players to make the cut. The Fastback 1.5 has been in Kopeka’s hands before; he played it at last year’s Irish Open, but missed the cut. He found a spark with the returning wand during his first round in Dallas, ranking 10th on the greens.

“Finally, I felt good with the putter,” Koepka said after Round 1 of the Byron Nelson. “I felt good the last few days with it when I was working in my studio. Then, when I got here, it felt very comfortable. Rick said the same thing from watching. Which also kind of helps build a little confidence, what you feel versus the reality of it. Just happy with the way everything went today.”

Initially starting the season in his usual Scotty Cameron Teryllium Tour Newport 2, Koepka made his first change of the season at the WM Phoenix Open, where he switched to a TaylorMade Spider Tour X. He may well have still been playing that putter if he hadn’t broken it during a T11 finish at the Myrtle Beach Classic.

Koepka was spotted testing out a couple of Scotty Cameron heads, similar to Cameron Young’s Phantom 9.5R at Aronimink Golf Club ahead of the PGA Championship. One even had a custom Teryllium insert, but ultimately Koepka decided on the winged mallet-style TalyorMade.

Sneak peek at Callaway’s new Apex irons

GolfWRX’s Tour Photographer Greg Moore caught the first look at Callaway’s new Apex Ti Fusion (triple diamond?) iron lineup. While getting the usual What’s in the Bag content for the forums, we found the new iron in the bag of South African Erik van Rooyen.

Although there is no information on the iron, it will most likely feature the titanium face and forged-steel body like the previous lineup. This one, however, looks to have the triple diamond insignia, which could mean a sleeker design than the previous Callaway Apex Ti Fusion plated irons.

We’ll just have to wait to hear more about the design and see if other golfers will look to add it to their bags.

Si Woo Kim’s custom 3T

Kim is 11th in Total Strokes Gained on the PGA Tour this season. A pretty impressive feat considering he’s 121st on Tour with the putter, losing on average 0.301 strokes to the field each round.

But things may have changed for the former Players champion, who discovered something on the greens in Dallas. During the first round at TPC Craig Ranch, he gained 1.888 strokes putting during an opening 7-under 64. What was the change? A custom 1-of-1 Odyssey 3T.

It’s not the first time Kim has used the half-moon mallet putter head before; in fact, at last week’s PGA, he was spotted using an original Odyssey O-Works Black 3T. Now at the Byron Nelson, his custom version is in the copper PVD finish, which he’s used before when he played the Giraffe Beam Jailbird last summer.

The most interesting aspect of Kim’s custom putter is the absence of an insert. His original O-Works Black 3T featured the Microhinge Insert Technology, but the new putter appears to have a one-piece milled face.

Kim is playing a single-bend shaft along with what looks SuperStroke Zenergy Claw 1.0 Putter Grip.

Graphite Design’s new Tour AD line

Graphite Design’s new Tour AD shaft, our Tour Photographer, Greg Moore, captured three versions of the shaft’s new look: LL Silver, ML Blue, and HL Red.

According to Graphite Design’s Tour Promotions Manager, Simon Wood, each shaft features a brand-new construction and an updated, modern Tour AD logo and stripes. We’ll wait to hear more on the construction, but from the eye, each color determines a launch characteristic of the shaft.

The LL Silver seems to be the lowest-launching, with ML Red a mid-launch option, and the Red HL the highest of the three. With the shafts out on the PGA Tour, they likely sit on the lower end of the spin range. On display were both the X and Tour X stiffness levels.

Of those on-site at TPC Craig Ranch, Adam Svensson, Keita Nakajima, Neal Shipley, and Max McGreevy will all likely test the shaft according to Wood.

Find more photos here.

L.A.B. Golf officially tour launches VZN.1i

After spotting the first L.A.B. Golf VZN.1i in the wild, being used by Adrien Saddier at the PGA Championship, the zero-torque putter company displayed plenty of color options at the Byron Nelson.

The VZN.1 is the latest L.A.B. putter to be spotted, and the company returns to a center-shafted style, after the traditional blade-style LINK.2.1 and LINK.2.2 were released on Tour, which feature a heel-shaft.

More importantly, though, L.A.B. let forum members know that the VZN.1i can be used to scoop or pick up a golf ball.

Check out all the offerings from TPC Craig Ranch here.

Odds and ends

Luke Clanton added TaylorMade’s P7CBs for his 5- and 6-irons. It means he’s back to using three different iron styles, with P7MB short irons and a P760 4-iron. Pontus Nyholm and Tom Hoge became the latest on Tour to add the new TaylorMade Spider Tour F. Chris Kirk added in a Damascus Rossie (the same week that I produced a video saying it was one of the best putters not to be played in competition this year), while Noah Goodwin moved into the currently Tour-only TrTL, which Min Woo Lee has played most of the season.