Lululemon Just Made Golf Clothes That Don't Look Like Golf Clothes
When the activewear brand starts making gear you'd wear to dinner after the back nine, the polo companies with 40-year head starts should pay attention.
Photo · GQ
The old golf brands built a wall between the course and the rest of your life. Lululemon just walked through it.
What they're putting out now isn't trying to look athletic. It's trying to look good — and then quietly being athletic underneath that. That sequencing matters. Most golf apparel gets it backwards: functional first, aesthetic as an afterthought. You can tell.
The people who should be nervous aren't the ones who've been making technical gear. They're the ones who've been coasting on heritage and a logo. Because Lululemon's customer doesn't care about the heritage. They care about whether they'd wear it to lunch.
Answer's yes. That's the problem — for everyone else.