The Gap in the Fairway
Golf apparel has changed. Big names like Lululemon and Vuori have entered the golf apparel market. They sell clothes that stretch and breathe. These brands push gear from the gym to the office. Then they add a label and say it works on the first tee. But is that enough for the serious player?
Andreas Duplantis thinks not. He sees a major problem in how giants approach the game. They look at their current lineup and ask a simple question. “What can we feasibly label as golf-adjacent?” Duplantis argues this mindset misses the point entirely. He believes a smaller, golf-native brand can win by understanding the culture. It is not about adding a logo to a yoga pant. It is about designing for the specific needs of a golfer. This distinction defines his new venture, Technically Golf.
Designing For The Swing
According to MyGolfSpy, Duplantis spent years in the fashion industry before launching his brand. He noticed a giant hole in the market. It is an Omega-shaped gap that big players ignore. While others try to fit golf into their existing lines, he starts with the golfer. He builds outward from the player’s needs. Understanding the golfer and creating apparel suitable for playing golf are two very distinct concepts. This approach creates a different product.
The goal is to make clothes that feel like thoughtfully considered clothing first. When you play in them, they must stretch and dry quickly. They need to move exactly as the body needs during a swing. Duplantis insists that making clothes you can play in is not the same as making clothes for golfers. He understands that serious golfers obsess over every detail. “Every detail matters to them,” Duplantis says. “If you can’t comfortably swing a golf club in something we make, we won’t make it. That’s design filter number one.” This philosophy drives products like the Shoulder Season polo and the Nio Half Zip.
Why This Matters Now
The market is flooded with generic athleisure. Many brands treat golf as a side project. They take a pant made for running and call it a golf pant. A tight seam can ruin a rotation. A non-breathable shirt can kill a round in July. Duplantis bets that players will pay for gear that respects the game. He does not try to force his clothes to work for golfers. Instead, he lets the golfer dictate the design.
This is a bold move against giants with massive marketing budgets. But it speaks to the core fan. The fan who tracks stats and studies their swing. That fan wants clothes that understand the sport. If Technically Golf can deliver on this promise, they might carve out a loyal niche. The industry needs more than just a new label. It needs a brand that gets the game.
