Traditionally, golf has been a buttoned-up sport, unwavering in its rules and refinement with dress codes that left little room for interpretation as a result. Enter Bogey Boys, the buzzy golf clothing brand that’s flipping the script on what guys can wear on the links.
Equally buzzy: the brand’s new capsule collection with Nordstrom, part of New Concept 017:SPORTS!, which plays off the intersection of performance and style.
To commemorate the partnership, the luxury retailer hosted an intimate outing in Seattle for a round of golf with Bogey Boys founder Ben “Macklemore” Haggerty. Macklemore–who is widely known as a multi-Grammy-winning rapper and activist–has added a few more hyphenates to his name over the years: father to three, co-owner of two Seattle sports teams, and now avid golfer and founder of the coolest golf brand on the planet. He caught the golf bug in the height of the pandemic before launching his label.
“I want people to have fun in the clothing,” Macklemore told Men’s Health, “To stick out, to be original, and to be themselves.”Drawing from the nostalgic brazenness of golfers in the ‘70s and ‘80s, the SPORTS! Bogey Boys collection offers some of the best statement pieces you can buy right now. Vintage-inspired striped polos, country club-approved sky blue sweater vests, a healthy dose of leopard print on club shirts and zip jackets, and tailored trousers so flattering that the people who care about you in your life will beg you to get them in every color.
On the green, Macklemore got around in a custom Rolls Royce cart, sporting a cherry-motif Bogey Boys Golf Club pink french terry polo. “I have no interest in making things that you can find in a proshop or other places easily. I want to make things that are unique–that speak for themselves–and tell our story of Bogey Boys.”
Bogey Boys’ second partnership with the luxury retailer is a match made in sportswear heaven. Both brands have deep Seattle roots and are at the forefront of men’s fashion.
“For Concept 017, we took a look at the sports and activities shaping the modern men’s wardrobe,” says Jian DeLeon, Nordstrom Men’s Fashion and Editorial Director. “In the same way that baseball caps are more commonplace outside of a stadium, golf in particular is having an impact on how guys dress casually–whether it’s sweater vests, performance polos, or trousers that offer a hint of stretch.”
Like the artist and O.G. Bogey Boy himself, there’s a lot more to the brand than meets the eye. Looking past the charming old-school designs are thoughtful details like the choice of heavyweight pique cotton, matte tortoise buttons, and embroidered BB logos. According to Macklemore, “The Bogey Boys brand is for someone who wants to stand out on or off of the golf course. Someone who values clothing that is made from great fabrics.”
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Macklemore is leading the modern golfer’s expression of personal style for seasoned pros and new converts alike. The hope here is that by feeling that you can bring a sense of individuality to the course, golf will attract increasingly diverse players in the future. In the short time since its launch, Bogey Boys has already delivered a fresh approach to golf–and is inspiring the next generation’s interest in the sport because of it.
“Bogey Boys is the epitome of what SPORTS! is about: having as much fun with your clothes as you do on the course,” said DeLeon, layered in a head-to-toe fit from the capsule that’s topped off with a leopard sweater vest and a solo Sahalee glove.
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Concept 017 highlights fifteen additional performance and lifestyle brands that span golf, tennis, running and more, and will be available online and in thirteen stores through the end of July. While all of the Concept 017 labels are true to their sport, they’re also accessible to everyone. Even its moniker, SPORTS! attempts to diminish some of the seriousness behind the gear that’s been designed for athletes but encouraged for everyday wear.
Macklemore’s three words to describe his brand? “Originality, character, and je ne sais quoi.” While we can’t tell you what exactly that is, we can tell you that the SPORTS! Bogey Boys capsule is our favorite thing to wear this summer.
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