Come fly with me
Matt Every is the likeness that inspired the logo that was launched Live forever golf. In 2019 at AT&T Byron Nelson, everyone was a T-2 when his ball was connected to sand. During a moment of emotion, he drove his wedge out of frustration. Matt’s friend, Scott Riley, took the photo and had a graphic designer create a silhouette of the moment. When he shared it with Matt Ivery, Scott Toole, and Louis Price, he said, “It’s like diving into the world of golf: Jordan golf!”
Armed with a motto born from an irreverent image, these guys decided to see if they could make some noise in the golf world. Struggling with a name for their new company, they decide on Live Forever Golf as a nod to the Oasis-inspired tattoo Matt has on his right arm. The four friends from Northeast Florida occupied space in Toole’s garage during Covid, and just like Matt Every did to his escape, they let it fly.
the journey
What started as a line of T-shirts and hats quickly grew into a full-fledged golf apparel brand. Live Forever Golf has embraced golf’s counterculture as an alternative to the crowded country club situation of the past. They wanted to develop apparel that focused on the player, not the game.
As a result, they incorporated a secondary “Groovy” logo (three horizontal stripes) into their clothing as a link to the player’s individual journey. These lines symbolize the golf club’s third groove, also known as the “sweet spot.” As golfers, we all want to replicate the superior experience of hitting the sweet spot; On golf and life.
The beauty of letting go
If I had to describe Live Forever Golf’s “style” it would be cool and down to earth. picture…That young man…No matter where you see him, he always looks good and does it effortlessly; that It is the LFG style. That young man He embraced the “beauty of letting go.” He no longer chases fashion trends but wears clothes that perform on the course while everything else is meant to.
LFG was able to create this “style” by making apparel for men who play golf rather than developing apparel specifically for golf. They’ve abandoned the fashion standards of golf and focused on gear that’s right for the things they love to do. LFG polo shirts, 5-pocket shorts, hats, zippers, shorts, and tees are engineered and engineered for golf, ballpark training, fishing, beach days, and sharing a beer with friends.
Producer (Spring 23)
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While the primary logo of the brand is light and fun, the secondary logo has depth and meaning. Fear not, every logo is subtle and unobtrusive on the product (except for some covers and tees). LFG offers Two types of polos: The Ringer Performance Polo and the Soft Natural Performance Polo. Both are exceptional and come in a variety of striped and solid designs. It’s hard to pick a favorite but I was partial to the sentiment dialed in The Ringer. All LFG polo shirts are buttery soft and have a modern (true to size) fit. It’s perfect for those of us with a growing daddy’s body, without having to wear an oversized polo to hide our developing body.
5-pockets pant
The Everyday Companion Performance five-pocket canvas pant It is a game changer. Four-way stretch lets these shorts go anywhere. Perfect for this cold weather or anywhere else that requires you to wear pants. My normal size fits me perfectly. Groovy stripes on the back pockets give these modern performance pants a retro feel. They’re so good a girl will want to trade in Jordache Jeans for them.
Who wore them best? Evan Harmerling of course…
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Finally, spring requires you to layer properly for early morning or late-day runs. Live Forever Golf has you covered with the Sunrise Lightweight Performance and Golden Hour Performance Quarterzip Headcover. If I can make a recommendation, go up the size and add a Dusty Flower 1/4 zip And Black spotted hoodie to your locker. This will keep you pretty much covered for the next trip.
talking points
LFG OG’s Matt Every and Scotty Riley join Aron Price for a super fun podcast, Straight Down the Middle-ish. They talk about all things golf with guests from GolfThreads pal, Billy Horschel, to 2022 Open Championship winner Cameron Smith. It’s an excellent blend of humor and insight into the world of competitive golf.
In addition to Every, Live Forever Golf has nine tour professionals on staff. Tyson Alexander is the first to reach the major leagues and hold the title of Best Looking in the LFG stable. when you are not in session, Evan Harmeling writes a blog for the brand. He is smart, genuine and thoughtful. A great read Harmeling is the golf pro Kerouac. In the spirit of LFG, really let it fly.