Why Rapper Macklemore Says Creating His Golf Clothing Brand Is a Lot

Golf is generally considered a quiet game. Everyone is respectfully silent when golfers tee off or line up their putts. But rapper Macklemore’s Bogey Boys brand is on a mission to make the sport a little louder — at least as far as clothing goes.

With bright cheetah print polos, 70s-inspired knit cardigans and even a satin-lined fur coat, his golf clothing line is a fresh take on a sport that has grown during the COVID-19 era. According to the National Golf Foundation, a record 3.2 million people will have played golf for the first time by 2021.

Macklemore’s own golf obsession began in 2018 while vacationing in Hawaii with family and friends. His friends persuaded him to play a round on the track behind the property. After some sniffing and swallowing, he found himself in a bunker, ready to call it quits. But he picked up a five iron, sat down and connected for his first pure shot of the afternoon.

[Photo: Courtesy Bogey Boys]Something clicked for him, and since that shot not a week has gone by where he hasn’t found himself on a golf course. “I like the peace it brings me,” explains Macklemore. “The best it has given me is a game and an outlet to play 9 or 18 holes, switch off my brain and try to get better at something that is impossible to perfect.”

After becoming addicted to the sport, he soon became dissatisfied with the clothing options in various club pro shops. Inspired by the vintage golf fashions he admired during the frugal days of his childhood in the Capitol Hill neighborhood of his hometown of Seattle, the “Thrift Shop” rapper set out to create clothing that not only performed well on the putting green, but would are stylish enough to wear casually. After a year obsessed with fabrics, fonts and designs, Bogey Boys released its first clothing line in 2021, joining a growing roster of trendy golf apparel upstarts, including Eastside Golf, Malbon and Metalwood Studios.

[Photo: Courtesy Nordstrom]Since then, Macklemore has participated in several PGA Pro-Ams, opened a flagship pop-up store in his hometown of Seattle, and the Bogey Boys reach continues to grow. The lifestyle brand is one of 16 sports performance brands featured in Nordstrom’s new pop-up, called Sports!, which is inspired by nostalgic sportswear that meets today’s performance standards.

“Besides the obvious connection to Seattle, Bogey Boys embodies the spirit of Concept 017: have as much fun with your clothes as you do on the track,” said Jian DeLeon, Nordstrom’s director of menswear and editorial. “Bogey Boys takes the right aesthetics of vintage sportswear, but updates the fabrication and fit for today. It’s technical and performs without feeling like a brand you couldn’t wear on the track.”

[Photo: Courtesy Nordstrom]In addition to the Nordstrom partnership, Bogey Boys also has a standalone retail location in the University Village shopping center in Seattle.

Macklemore says it’s still unreal to see Bogey Boys on fellow golfers and consumers on the street. Whether at a driving range or on the road, if he sees someone wearing the vintage threads, he often comes up to him to compliment their taste.

He also draws some parallels between what he is doing with the brand now and his music. While not everyone will like every artist, if the art is good, comes from an authentic place and offers something unique, people will be drawn to it. The same goes for clothing brands, he says.

“I think from the beginning of Bogey Boys I thought maybe there was a lane” [for the brand], but I had no idea if that was real or not,” Macklemore says. “Seeing people what they like and believing in the overall vision has always been the goal for me. To see where it is now, and where it can go, is very cool.”

This post Why Rapper Macklemore Says Creating His Golf Clothing Brand Is a Lot was original published at “https://www.fastcompany.com/90758235/macklemore-bogey-boys-nordstrom-golf?partner=rss&utm_source=rss&utm_medium=feed&utm_campaign=rss+fastcompany&utm_content=rss”

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