On May 12, a horde of streetwear enthusiasts gathered outside 27 Mercer Street, a matte black pillared storefront in the heart of New York’s upscale shopping district. An oblivious passerby would have guessed they were expecting a fashion show, an exclusive sneaker release, a hip influencer event, anything but the opening of a golf concept store in the heart of SoHo. But that’s precisely what Hypegolf’s new “Clubhouse” pop-up store is all about: introducing the game to a whole new audience through a curated experience that fuses streetwear and golf.
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Hypegolf is a disruptive platform and community of Hypebeast, a digital media company that highlights trends in fashion, culture, art, design and music. Kevin Ma founded the company in 2005 after his hobby sneaker blogging project achieved widespread success. Today, Hypebeast reaches 820 million social media users and over 15 million visitors to its site every month and is expanding its horizons in streetwear to include golf. Ma says he started golf four years ago and really loves the game. Since then, he has worked hard to integrate golf into the Hypebeast ecosystem, especially since game becomes more inclusive. Hypegolf took off in early 2020, with the help of Hypebeast editor Ray Mate’.
“Hypegolf is about connecting with our community to experience the game of golf through unique experiences,” Ma said. “As golf continues to be more inclusive, most importantly we believe in building meaningful conversations with experiential activations at various touchpoints of a golfer’s course.”
Hypegolf’s pop-up store “Clubhouse” is the company’s latest venture to celebrate a modern take on the game. It will be open in SoHo from May 14 through July 24 and will feature a selection of golf apparel and accessories from 20 brands that push the boundaries of traditional golf apparel.
Brands such as Malbon Golf, Bogey Boys, Puttwell and Metalwood Studio will have a physical presence in New York for the very first time at the Clubhouse. Additionally, Hypegolf hosts its own pop-up capsule collection, which consists of nine unique unisex pieces, each bearing the Hypegolf text logo.
The Hypegolf Clubhouse is more than just a store. The space is filled with golf-themed exhibits and art installations. At the rear of the Clubhouse is a Five Iron Golf TrackMan simulator and an LA Golf synthetic putting green. The Clubhouse has teased that it will host various programs and roundtables to further activate the streetwear and golf communities.
“In the short term, we just want our audience to explore the joys of golf through the lens of Hypebeast,” Ma said. “My team and I are truly passionate about golf, and we see so much potential in the game. promoting diversity and this culture.Over the years, Hypegolf has become an integral part of our ecosystem of cultural discovery and connection with our community.
Hypegolf is at the epicenter of the movement to make golf trendier and, in turn, grow the game. It uses a compelling strategy: use fashion, accessories, events, social media, etc. to attract newcomers. Celebrities and professional athletes also agree with this game plan. When people realize that they can look cool on the golf course, they might start thinking that the sport is a great use of time, too.