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The tournament you’ve never heard of at the golf course everybody loves

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When great American golf courses – or just great golf courses in general – are the topic of conversation, one name that always comes up is Pebble Beach. Golf fans of all stripes, from the casual to the most avid, know Pebble Beach – even if they’ve never stepped foot on the property – thanks to years of television coverage of the old “Crosby Clambake”, the Bing Crosby National Pro-Am, which is now the AT&T National Pebble Beach Pro-Am. Between the Crosby, and the five U.S. Opens that have been held there since 1972, the dramatic land- and seascapes of Pebble Beach are familiar territory to millions worldwide.

With fame and acclaim come complications, however – crowds on the course, shuttle buses from miles-distant parking venues, ropes and course marshals funneling the throngs of spectators into specific traffic areas. While it’s still a thrill to be physically present at Pebble Beach when the PGA Tour pros (and in the case of the AT&T, their celebrity amateur partners) are teeing it up, it’s still a filtered, micro-managed experience.

Wouldn’t we all like to roam this great golf course unhindered, walking the fairways (if we choose), picking our viewing spots and seeing the course the way the players do? Of course we would, even without our clubs (and the $495 green fee…). Well, for 41 years that opportunity has existed, in the form of the best-kept secret in golf – the Pebble Beach Invitational.

Click here for more discussion in the “Tour Talk” forum. 

See Pebble Beach like you have never seen it before

Sponsored for the past fifteen years by Callaway, the Pebble Beach Invitational started in 1972 as the Laguna Seca–Del Monte Hyatt Pro-Am, growing and changing over the ensuing years with sponsors such Lynx Golf, Spalding, Ben Hogan and Merrill Lynch.

The Pebble Beach Invitational is like a cross between the AT&T Pro-Am and an industry golf outing writ large. Though it is played over four days on a three-course rota, with the final rounds played on the home course – just like the AT&T – the Pebble Beach Invitational differs in a couple of significant ways. The amateur players aren’t stars from the worlds of sports, music, television and movies, with a few industry and business people thrown in; they are mostly business people and dedicated amateur golfers with the ready cash and the free time to take a week off in November and come to the Monterey Peninsula to play golf. The most important difference, though, and the aspect of the tournament that sets it apart, is the mix of professional players that take part.

The Pebble Beach Invitational is the only tournament that pits professional golfers from the PGA Tour, the Web.com Tour, the Champions Tour and the LPGA– with a leavening of PGA professionals and mini-tour players – against each other under a length-adjusted handicap system. Graduated tees level the playing field –black for the PGA Tour players, blue for the Champions Tour players, gold for the LPGA pros, white for the amateur men and red for the amateur women – allowing each hole to be played with similar shots by the male and female competitors; on par-4s and par-5s you’ll see the ladies walking past their male competitors’ ball positions in the fairway and pulling the same or nearly the same, club for their second shots as the men are playing from further back.

For spectators, the Pebble Beach Invitational offers a low-key, simplified version of the better-known, bigger-name tournaments. While there are no celebrity amateurs and few really well known pros playing, the Pebble Beach Invitational allows spectators a more intimate viewing experience and plenty of high-quality golf. Forget about 20 minute shuttle bus rides from the CSU-Monterey Bay campus – for the Pebble Beach Invitational, free spectator parking is located at Collins Field, the polo field right next door to the Peter Hay Par-3 golf course, a 5-minute walk from the Pebble Beach Lodge. Admission to the tournament is free, and the usual $9.75 fee to the 17-Mile Drive is waived for the four days of the tournament.

Convenient free parking and free admission aside, the biggest draw for the Pebble Beach Invitational is the unfettered viewing experience the tournament offers – few course marshals and those mostly just there to direct traffic at road crossings within the course, and no gallery ropes (for the most part – the edges of the greens are roped off). In a radical departure from the big tournaments like the U. S. Open and the AT&T, spectators are free to walk either side of the fairways, not just one, and even to walk on the fairways behind the competitors.

No matter how many times you have watched television coverage of the AT&T or a U. S. Open at Pebble, or even if you have attended one of those tournaments, being able to walk the fairways at Pebble Beach gives you a much greater appreciation for the complexity and the genius of this iconic golf course.

Walking the fairway on No. 6, for example, you will gain a much better appreciation for the difficulty of the blind second shot and for the precipitous slope, which looms over the player in the fairway.

At the 8th hole you can sight over the “aiming rock” that sits in the middle of the fairway to allow players to line up their tee shot. Continue walking over the crest of the rise, and you stand at the end of the main fairway and see the 170-yard shot to the green which players are faced with here – an approach that Jack Nicklaus has called “the greatest second shot in golf”.

Walking the fairways on Nos. 9 and 10 you’ll look over the edge of the cliffs that drop down to the beach lining Carmel Bay and get a truer sense of the severity of the slope of the fairways – and wonder how anyone ever keeps a drive in play here.

More revelations await the fairway-walking spectator at the Pebble Beach Invitational as the back nine unfolds: the tricky second shot at the uphill, left-to-right par-4 11th hole, where the green slants away uphill and to the right with only a narrow opening on the left front; the challenge of the last shot into the green at the 14th hole, the uphill par-5 with the most severely sloped green on the course – or maybe anywhere; and finally, the ultimate view at Pebble Beach – the sweeping curve of the 18th hole, with Carmel Bay on the left.

Click here for more discussion in the “Tour Talk” forum. 

Well-known, and not-so-well-known players mix in the field at the Pebble Beach Invitational

The field in this year’s Callaway Pebble Beach Invitational featured an eclectic mix of players from the PGA Tour, the LPGA Tour, Champions Tour, Web.com Tour and others. The field included such notables as 2008 Masters Champion Trevor Immelman; two-time Pebble Beach Invitational winner Tommy Armour III; 2004 U.S. Ryder Cup team member Fred Funk; local gal Juli Inkster, a native of Santa Cruz, Calif., and a 7-time LPGA major winner and member of the World Golf Hall of Fame. There were also relatively well-known players such as Colt Knost, 2007 U.S. Amateur and Amateur Public Links champion; Anna Rawson, a willowy blonde from Australia who splits her time between the LPGA Tour and international modeling assignments; and Cheyenne Woods, a Wake Forest graduate and two-time All-American who plays on the LPGA’s Symetra Tour – and just happens to have a famous golfer-uncle with the same last name.

Arguably the biggest name in the field was Annika Sörenstam, the retired former World No. 1 who left the professional game at the height of her career to settle down in and start a family. This was Sörenstam’s third appearance at the Pebble Beach Invitational, having played in the 1999 and 2010 editions. In 1999, she came down the final fairway with a chance to win, but lost by a shot to Rocco Mediate.

Sörenstam got her tournament off to a good start the first two days with a 70 and a 69, at Del Monte and Pebble Beach, respectively, but blew up to a 9-over 81 in wet, windy conditions at Spyglass Hill on Saturday. She redeemed herself with a 3-under 69 under sunny skies at Pebble Beach on Sunday, but the damage had been done.

“I just played bad [at Spyglass], Sorenstam said. “I already hit it shorter, I’m about 20 percent shorter than I was, and you can just add the wind on it – I mean it went nowhere for me. It’s just rust and not playing.”

Annika played her final round on Sunday in a group that included Bay Area resident Juli Inkster. Inkster, a Santa Cruz native and graduate of San José State University, holds the distinction of being the only women to have won the Pebble Beach Invitational, which she did in 1990.

Click here for more discussion in the “Tour Talk” forum. 

Big Break grad Tommy “Two Gloves” Gainey makes it two out of three with a win at Pebble Beach

Coming out on top in this year’s edition of the Pebble Beach Invitational was PGA Tour player Tommy “Two Gloves” Gainey, a one-time factory worker from South Carolina who has just completed his second full season on the PGA Tour. Gainey first came to the attention of the golf world in two appearances on the Golf Channel reality show The Big Break, which he won in his second appearance, Big Break VII, a reunion show that brought back players from the previous six seasons.

Gainey came to Pebble Beach in good form; just four weeks prior to this event he notched up his first win on the PGA Tour when he took the victory at the McGladrey Classic, in Sea Island, Ga. He laid claim to that first PGA Tour win in no uncertain fashion, coming from 7 strokes behind 54-hole co-leaders Jim Furyk and Davis Love III to win by one stroke over David Toms with a final round 60.

Gainey’s somewhat eccentric style of play – he wears two “all-weather” gloves and grips the club baseball-style – held up under the range of conditions the competitors faced over the four days of the tournament. He carded scores of 69-69-70 through sunny but breezy conditions Thursday at Del Monte, light rain Friday at Spyglass Hill, and blustery and rainy conditions Saturday at Pebble Beach – the most exposed of the three courses in the tournament rota. He added another 69 in Sunday’s final round for a 277 total and a one-stroke victory.

Playing in the final round James Hahn, of Alameda, Calif., Billy Horschel, 54-hole leader Robert Streb, a Web.com player from Chickasha, Okla, Gainey had his closest competition in view down the final stretch.

After persevering to post a 2-under 70 at Pebble in the previous day’s poor conditions, Sunday’s brilliant sunshine and calm winds were just what the doctor ordered for Gainey, as he opened his round with a 3-under front side to make up the two-stroke lead Robert Streb had held after 54 holes. Streb, who just earned his 2013 PGA Tour card with a No. 7 finish on the 2012 Web.com Money List, saw the wheels wobble and then spin off on the back nine, starting with a double-bogey on No. 10 that dropped him to two shots behind Gainey. Horschel and Hahn, the other members of the final group, completed their final rounds in even par and 1-over, respectively, and never figured in the chase to the finish.

Just ahead of Gainey’s final foursome, William McGirt and 1996 Pebble Beach Invitational champion Kirk Triplett were making moves, and Gainey, keeping an eye on the scoreboards dotting the course, knew that he would have to stay on his toes to keep ahead of them.

A bogey on No. 10 dropped Two Gloves back to 10-under, one stroke up on McGirt and two on Triplett, but he put the pedal down on the straightforward par-4 13th hole for a birdie, and kept the heat on for another birdie on the par-5 fourteenth, the toughest hole on the course. After that good stretch the golf gods intervened, though, and Gainey hit a rough patch at No. 15 that injected a little doubt into the situation.

After landing his second shot in the right-front greenside bunker, Gainey overcooked his recovery, flying the green by a good 40 yards. Going after the ball with vigor because of its position, lying well down in the lush, damp rough, Gainey gouged a monster divot out of the turf – and only moved the ball about half the distance to the green. Now looking at a strong possibility of a double-bogey that would drop him out of the lead, his second attempt at getting to the putting surface was a beautiful head-high chip that landed about a yard onto the green. His ball must have decided that it had had enough, rolling sure-footedly down to the hole and slipping in for a chip-in bogey.

Another bogey at No. 16, less dramatic, but just as damaging, was the result of an untimely 3-putt, slipping Gainey back to 10-under. McGirt and Triplett had moved up to 10-under by this point, though Tommy wouldn’t know it until he got to the 18th tee and saw the next scoreboard. After a sand-save par out of the front bunker at the par-3 seventeenth, Gainey checked the scoreboard near the 18th tee box. Seeing that McGirt and Triplett were both in at 10-under, he knew that he had to birdie No. 18 to win.

Playing well under pressure is what success in competitive golf is all about, even when the “W” is only bringing home a $60,000 paycheck (1/12th of Tommy’s payday last month for winning the McGladrey Classic, and just a little less than what the five guys who were T-15 at the McGladrey each took home) – Gainey had a job ahead of him. Pebble’s 18th, the iconic oceanfront par-5 that is the course’s signature hole, is a beautiful, left-sweeping swath of green bordering the blue waters of Carmel Bay, but when a player comes to the tee box needing a birdie to win, it’s 548 yards of sheer terror bordered by the biggest lateral hazard on the planet.

Two Gloves, baseball grip, herky-jerky swing and all, Gainey laced a 295-yard drive to a prime position on the right side of the fairway, in front of the pair of trees guarding the spot, setting up an ideal angle for the approach shot – about 230 yards across the corner of the fairway. Taking 3-wood from the spot in the fairway that generations of golfers have striven to reach off the tee at 18, Gainey watched in dismay as his second shot hooked left, toward the long fairway bunker and the seawall that lies between the 18th fairway and the waters of Carmel Bay. Asked after the round about his thoughts as he watched his approach shot to the 18th green heading left, Gainey said, “When I saw my ball headed towards that bunker, I was just hoping it’d get in and stay there.”

Luckily for Gainey, his ball did get in the bunker and stay, and the self-described “pretty good bunker player” was looking at a testing up and down for the win. A deftly-played bunker shot across the opening of the green saw him safely on the putting surface, but with a knee-knocking 6-foot putt standing between him and victory. Stroking the ball firmly – still with both gloves on, as always – he rolled in the winning putt, raising a fist in victory as the ball dropped into the cup.

A few minutes after the winning putt had dropped, at the trophy ceremony beside the 18th green, honorary tournament host Johnny Miller – who has three AT&T Pro-Am titles to his credit and knows a thing or two about winning at Pebble Beach – acknowledged Gainey’s clutch finish, asking the assembled crowd to day:

“That was a pretty awesome birdie there on the last hole, don’t you think you guys? There’s something about winning at Pebble Beach; I don’t care if it’s the Hershey Bar Open, there’s just something about winning at Pebble.”

Miller cited Gainey’s recent success, reminding the fans around the 18th green that Gainey had now won two of the last three events he had entered.

“You gotta be feeling pretty good, huh? ” he said to Gainey.

“I’m feeling pretty happy right now,” Gainey said. “Winning here is just awesome. How could you ask for anything better – winning at Pebble Beach.”

Click here for more discussion in the “Tour Talk” forum. 

Click here for more discussion in the “Tour Talk” forum. 

Written by: Gary McCormick

GolfWRX Contributor

GolfWRX is the world's largest and best online golf community. Expert editorial reviews, breaking golf tour and industry news, what to play, how to play and where to play. GolfWRX surrounds consumers throughout the buying, learning and enrichment process from original photographic and video content, to peer to peer advice and camaraderie, to technical how-tos, and more. As the largest online golf community we continue to protect the purity of our members opinions and the platform to voice them. We want to protect the interests of golfers by providing an unbiased platform to feel proud to contribute to for years to come. You can follow GolfWRX on Twitter @GolfWRX and on Facebook.

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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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