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A golfer decked out in a Radmore outfit prepares to escape the fairway
Golf is a sport of strategic decision-making: conservative course management can dictate layups or “safe” plays on some holes, while bold risks on others can pay big dividends.
Conscious choices pay off, and Seattle-based sustainable golf fashion startup Radmore is banking on the conscientious choices golfers make in the shirts they choose to wear on their backs. Radmore estimates that 81 pounds of textile waste will reduce the environmental impact of either burning or incinerating or reducing the amount of textile waste it receives by designing the top and bottom. A way to enter the landfill.
Company founders Scott Morrison and Bob Conrad both played college golf in the 1990s for the University of Washington, the same program that propelled Joel Dahmen and Nick Taylor to PGA Tour stardom. A fashion industry veteran, Morrison has spent the past two decades making waves in the denim world. He launched a trio of brands: 3 X 1, Earnest Sewing and Denim and Cloth, all after his exit. Meanwhile, Conrad continued his golf career after his time with the Huskies. He spent six years on development tours in what was then called the National Circuit before moving into a career selling commercial real estate.
The idea of collaborating on golf threads first came back when the teammates lived in the same dorm, but it was a fantastic idea back then. When Morrison returned to the Pacific Northwest in early 2020, the wheels began to turn.
“We want to be something unique, different. We loved fashion, but we didn’t see anyone in the golf world talking about sustainability, which is something Scott has taught me over the past six years in his denim career,” says Korrad.
“The whole fashion industry, not just premium denim and high fashion, but Levi’s, Gaps.
Direction indicator
The two groups are surprised that much of the golf industry has avoided having those uncomfortable conversations about virgin petroleum-based microplastic wicking cloths. The main culprits are the four-way stretch, sweat-wicking polyester and spandex polos that dominate the golf apparel market.
Just as the mission-driven brand got the ball rolling, Covid and related sourcing and supply chains were hit hard and Radmore delayed its debut until February 2021, but two years after the game launched, they refined their approach and launched. To carve a nest.
Striving to be a better steward of the environment, Radmore is committed to sustainable practices and does more than talk the talk. Their clothing uses natural shell buttons and is made from cellulose fibers such as extra long Peruvian Pima cotton. When using synthetic materials such as rain-resistant outerwear, recycled materials are used wherever possible. Ethos extends to their packaging, opting to ship their product in reusable poly bags and hang bags, and the string they attach is made from 100% recycled paper.
Most of the golf apparel brands that have sprung up in the last couple of years appeal to the new generation of golfers who have recently started the game in funky print styles or streetwear. While Radmore played to that attractive and manageable demographic, they stood out by not being just another loud polo brand. Instead, the looks are very closeted and rooted in 1990s nostalgia. Morrison believes in the aesthetic of their contrasting designs, the opposite of what their fast fashion competitors offer, offering those who appreciate quality in making products designed to last and feel confident enough to wear something. A subtle vibration that doesn’t draw attention to yourself.
Golfer picks models from Radmore’s new women’s line
“What we admire more than anything else is golf apparel that doesn’t feel or look like golf apparel. Our color palette comes from men’s runway shows and European fashion, rather than the traditional red, white and blue Americana brand that the golf industry is familiar with.
“Our shirts, polos, pants and sweatshirts are not trendy. This is also a part of sustainability, making something of high quality that will last for a long time and will not get tired when the next bright color comes next season. We hope that our polo can last for many years [our customers’] Closet,” Korrad added.
Just under half of Radmore’s sales are direct-to-consumer, with the balance coming from 75-100 Pro Shops around the country, as well as Nordstrom, Saks Fifth Avenue and a handful of third-party online retailers that also carry the brand.
Radmore has hired three full-time sales associates to focus on growing its green grass footprint, which it expects to hit 200-250 accounts by the end of 2023. They will be the main focus at the upcoming PGA Merchandise Show in January and in all of their regional markets.
“There really isn’t a golf-specific brand for women that uses natural fibers. Almost every single brand is polyester, nylon or synthetic. So, there was no alternative in the pro shops and we learned from different buyers along the way,” says Conrad.
Radmore hopes their mission statement will create a sea change in the industry, so that brands don’t just pay lip service to sustainable clothing, but decide to make their releases a more meaningful part.
“I think what you’re really starting to see is that big brands are starting to adopt more sustainable practices and materials into their collections,” says Morrison. All of the practices implemented will hopefully set the gold standard for what the industry will look like in fifteen years.
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