Well, Happy New Year! The golf fashion world didn’t wait long to shake things up, and frankly, it needed a bit of disruption. On Monday, news began to break that Jason Day was moving on from Nike and would be slipping on and lacing up Malbon Golf’s apparel and footwear in 2024. On Tuesday, both the player and brand made it official.
For those unfamiliar with Malbon Golf, here’s what you need to know. The L.A.-based lifestyle brand was founded by the husband and wife team of Stephen and Erica Malbon. He of Frank151 fame (a street-style magazine and creative agency) and she the co-founder of The Now (a boutique spa and massage parlor).
Since its founding, the brand has been helping to grow the game by fusing hip, streetwear vibes with traditional golf apparel, footwear, and accessories. Along the way, it has inspired celebrities and other influencers to take up the game. Justin Bieber, Travis Scott, and Schoolboy Q are just a few celebs to visit Malbon’s brick-and-mortar stores and to rock its fits.
Malbon has also positioned itself as the king of collabs in the golf space as it has teamed up with the who’s who of on- and off-course brands, including the likes of Nike, Adidas, FootJoy, 100 Thieves, and Coca-Cola.
So, what is the significance of Jason Day’s move from Nike to Malbon? Why does it have the golf fashion world buzzing? Don’t players change apparel and footwear sponsors all the time?
Well, Jason Day becomes Malbon Golf’s first brand ambassador on the PGA Tour. Sure, Day’s form has dipped a bit over the last few years for many reasons, but he has been making a comeback recently, even winning the AT&T Byron Nelson and some silly season event with Lydia Ko last month.
With Day, Malbon gains brand awareness and legitimacy with serious golfers. My social media feeds may feature ‘influencers’ worm-burning drives 100 yards, but there are no better influencers for serious golfers than Tour players. This isn’t a fresh-out-of-college, just-off-the-Korn-Ferry-Tour kid. This is Jason Freakin’ Day—major champ and former world number one.
For Day, Malbon gives him the opportunity to stand out from the athleisure crowd on Tour with a one-of-a-kind look. This is a similar path to the one taken by Keith Mitchell a few years ago. When Mitchell’s relationship with Nike ended, he became the best dressed player on Tour by partnering with Sid Mashburn and teeing it up in classic looks from the ‘80s and ‘90s.
At a time when sneaker companies are no longer backing Brinks trucks into players’ driveways, I have to wonder if more players will be creating unique personal styles to differentiate themselves. It is not only the opportunity to become the face of a brand, but it also garners attention for the other sponsors splashed over their shirts and hats.
On a grander scale, I have to wonder if we are entering a new era of golf fashion. There is no doubt that the slim-to-win era is coming to a close. Whether you recognize it or not, subtlety polos are cut more generously in the shoulders and chest, and sleeves are creeping down the biceps while gaining some width. Pants with aggressive tapers below the knee are, well, starting to taper out. Straight legs, flowy cuts, and fuller breaks are the trend.
None of this should be a surprise to those who follow men’s fashion. From the streets to red carpets to NBA tunnels, oversized looks are taking over.
A few years ago I was on a fashion panel at the PGA Show. One of the questions was about the future of golf fashion in the next three to five years. Other panelists doubled down on the game getting more athletic and athleisure looks continuing to be the norm. I said something about baggier fits and pleated pants making a return. Most of the audience chuckled and I haven’t been invited back to be a panelist.
Since then, Adam Scott has worn more generously cut shirts and pants, Keith Mitchell has become the most stylish player in the game while wearing pleated and cuffed trousers, and now Jason Day is putting his own spin on this. At the same time, brands like Malbon, Metalwood Studio, and Quiet Golf have gained momentum with fits that are more late ‘90s/early 2000s than 2020s.
This isn’t a case of, “I told you so.” Instead, I feel like I’ve seen this before, but in reverse. I’m catching the same ‘golf fashion renaissance’ vibes from Malbon that I did from J.Lindeberg in the aughts. When Jesper Parnevik, Camilo Villegas, and Aaron Baddeley were strolling the fairways in slim-fitting trousers, polos with sleeves that hit above the elbow, and big, brash belt buckles, the reaction from naysayers was similar to what I’m hearing about Malbon and Jason Day. I remember people on forums (the original social media) saying that no one would ever wear JL pants, they were too tight, and country clubs wouldn’t allow slim-fit pants. Fast forward a few years and slim-fit was the biggest buzzword in golf fashion and most brands were trying to copy JL’s vibe.
Now I’m not saying you should purge your golf wardrobe in 2024 for baggy fits. We live in an era where anything and everything goes when it comes to golf style. From classic country club styles from Holderness & Bourne to athletic looks from the sneaker companies to laid-back feels from Linksoul and Live Forever Golf to streetwear-inspired jawns from Malbon, all are the right answers right now. At the same time, it is important to recognize the seismic shift that might be happening in golf fashion.
Since all of this is right, let’s respect each other’s styles, whether it is right for us or not. I’m glad I live in a time where everyone can find an on-course style that they can feel comfortable wearing.