Can golf be cool? This luxury fashion brand insists it can

Luxury apparel brand and design studio Whim Golf are hoping its clothes can bring a fresh look to a storied sport.

Golf’s first superstar, Bobby Jones, once described the sport as “the closest game to the game we call life.” Decades later, golf is being compared to broccoli. The analogy is being made by the co-founder of Whim Golf, a luxury apparel brand and design studio encouraging those with no interest in the game to – quite literally – try their greens. “People don’t try golf the same way they don’t try broccoli, because they don’t think that they’re going to like it,” co-founder Colin Heaberg told CNN. “How do you get people to try something they think they don’t like?” Addressing that question has been Whim’s primary objective since Heaberg and business partner Will Gesel founded what was initially a boutique fashion brand in July 2019. Clothes have been the primary answer, with a pop-up shop in Chicago marking the company’s launch. There, potential customers could peruse a range of “classic American sportswear;” button-down shirts, polos, shorts and more.