How TravisMathew Is Making the "Home of Golf" Even Cooler
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ST. ANDREWS LINKS, Scotland's storied course for serious golfers, just got even cooler. Millennial menswear brand TravisMathew just dropped its St. Andrews Links by TravisMatthew collection, a line of golfwear essentials emblazoned with The Old Course's logo, and opened its first standalone store at St. Andrews's 18th hole. The latter is a historic feat for the West Coast label—given that other clothing brands sold at St. Andrews are in The Old Course's main gift shop.
TravisMathew CEO, Ryan Ellis, knew the project was a long shot when he brought the idea to St Andrews' Commercial Director, Danny Campbell in 2019.
"But Danny understood how our brand represents modern golf and that bringing it together with the rich tradition of St. Andrews could be something incredible," Ellis told Men's Health.
SHOP THE LIMITED EDITION COLLECTION HERE
Read more: Best Golf Shirts for Men
The co-branded apparel and headwear feature TravisMathew's bestselling garb—moisture-wicking, buttery-soft polos and tees that are purpose-built for the links, but stylish enough to wear off the course—and feature the newly redesigned St. Andrews Links logo. Ellis says the new insignia was a long process.
"When we designed the logo we wanted to keep the traditional and historical look, but modernize it and design it in a way that would fit aesthetically on our apparel," he said. "That really required a certain level of trust from St. Andrews Links."
Indeed, it's a tall ask for the birthplace of golf, which is home to the world's oldest golf tournament, The Open Championship. But the end result is an updated, streamlined typography that's sleek, while also honoring the The Old Course's pedigree.
What you get with the TravisMathew merch can be described as IYKYK pieces. You can wear them incognito with your everyday outfits or golf course attire, and then when someone's up close and recognizes the St. Andrews Links branding you can flex and tell them it's the limited edition series.
Most of the St. Andrews Links by TravisMathew collection is on the brand's site, but there are some products that can only be purchased at the course. Which is another reason to visit IRL. While the store's exterior looks like your typical St. Andrews gift shop, inside is a modern boutique that's stacked with the brand's cooler-than-cool golfwear.
St. Andrews Links Trust CEO, Neil Coulson, who signed off on the projection, said: "[Our goal] is to be respectful of our history and tradition but also to be progressive and try and break down some barriers to continue to grow the sport."
For those looking to get some of the exclusive pieces you'll have to make your journey to the The Old Course, but until then you can shop the online collection of St. Andrews Links by TravisMathew collection in men's and women's sizing.
"Although we're seen more and more as a lifestyle brand these days, what this partnership shows is we'll always be rooted in golf," says Ellis.
SHOP THE LIMITED EDITION COLLECTION HERE
Read more: Best Golf Gifts for Men
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