Macklemore, known for his 2014 Best Rap Album Grammy, has transformed his freshly discovered love for golf into an attire brand, Bogey Boys.
His enterprising endeavor into the game comes as golf has seen a blast of new players and speculation throughout the course of recent years, further filled by the pandemic.
Golf clothing, ordinarily drove by organizations like Nike and Adidas, has seen deals expansions in 21 of the most recent 22 months, as per industry research firm Golf Datatech.
Macklemore sewing clothes for the golf course?
The prevalence of golf has flooded as of late and during the pandemic, with new golf players and the further spread of forward thinking ways of playing like TopGolf assisting with beginning to shed the game’s tedious standing.
Grammy grant winning rapper Macklemore, most popular for his hit tune “Secondhand store,” as of late experienced passionate feelings for golf, however found that the garments advertised to players didn’t speak to him.
“An extended get-away, I got hauled out onto the fairway and didn’t have any desire to go – I certainly hit two or three houses,” Macklemore told CNBC’s Dominic Chu at the CNBC Small Business Playbook virtual highest point on Wednesday. “At long last, I unadulterated a five iron out of a fairway fortification, and I was excited. Like, what was that inclination? I really want that once more.”
Macklemore, whose genuine name is Ben Haggerty, said that presently he went to an outdoor supplies store, yet all at once understood that “the pickings as far as golf design were exceptionally thin, and that is being liberal.”
“Golf garments have one model of a male, white man as a primary concern,” he said. “Golf is a lot greater than that.”
Golf battled to shed that discernment, in any event, during Tiger Woods’ ascendance to becoming quite possibly of the best player throughout the entire existence of the game.
However, there is trust that a convergence of new players will assist with moving that original. An expected 3.2 million individuals played on a fairway without precedent for 2021, up 33% from 2019 and well surpassing the quantity of individuals who ran to the game following Woods’ initial triumphs in 1999 and 2000, as per The National Golf Foundation. More adjusts were played last year than any other time in recent memory ever, as per NGF.
While a portion of that energy has eased back — adjusts played in 2022 are down generally 6% contrasted with last year — that flood of new, more youthful players has assisted with stimulating the game, Macklemore said.
“There’s an entire age of youngsters that got into golf in the final remaining one to three years that would rather not seem as though they sell land, and I believe that is perfect,” he said.
An enthusiast of 1970s-and 1980s-time golf style even prior to turning into a golf player, the craving to fill the dress requirement for golf players, for example, himself drove Macklemore to begin the Bogey Boys clothing brand.
The brand, which highlights things like Cheetah print sew vests, pinstriped sweaters, and bright polos, is intended to speak to the two golf players and high-design sweethearts the same, Macklemore said, something that large numbers of the regular brands in the golf-wear space don’t consider.
“I think for such countless different brands, it’s dependent upon individuals playing golf, or, more than likely you won’t wear these garments,” he said. “Something I feel that has occurred with the pandemic and golf soaring is that you’re seeing the slightest bit of golf design in the streetwear space – you can go to [fashion website] Hypebeast and see articles on golf, that is something extremely new.”
Macklemore isn’t the primary golf-lover performer to attempt to stir up the game’s look. In 2011, Justin Timberlake was named the imaginative overseer of Callaway Golf, dealing with the club and attire producer’s “visual portrayal.” Bill Murray, popular for his job in “Caddyshack,” began William Murray Golf in 2016. NBA star Steph Curry began making golf attire with Under Armor in 2019, prompting the send off of his golf line under his Curry Brand branch-off.
That increase in new players as well as new items has been an aid for golf clothing, normally drove by organizations like Adidas, Nike, Callaway, and Acushnet-possessed Footjoy. More than $150 million of golf clothing was sold in April, with 21 of the most recent 22 months seeing deals increments month-over-month, as per golf item industry tracker Golf Datatech.
Be that as it may, regardless of whether the development of golf eases off, Macklemore said the emphasis on design not at all like other golf-centered clothing will in any case help Bogey Boys.
“Any game comes and goes, that is alright,” he said. “The garments are as yet going to be first class, the quality will be perfect, and individuals will feel perfect and look perfect in the pieces of clothing.”