Ralph Lauren does a pretty good job designing apparel for the U.S.’s premier athletes. The designer brand’s Team USA gear for the Olympics is always interesting, and creates influence elsewhere in the apparel world, as other companies look to replicate the mixes of style and athletic function.
In the promotional apparel space, golf is a key tastemaker. What the pros wear on the course influences what end-users want. Look no further than guys like Rickie Fowler changing the way golfers wear hats, or even the way they drink water.
We got a look at how Ralph Lauren will outfit American golfers during the upcoming Ryder Cup, and it’s a good look at what golf apparel end-users will be looking for in the near future.
Slimmer silhouettes are still popular for easy movement on the course, and Ralph Lauren incorporated the red-white-and-blue color scheme into designs like bold horizontal stripes and blocks.
🚨🇺🇸⛳️ #NEW: Ryder Cup apparel has been unveiled. Here is what Team USA will be wearing in Rome 👀 (via Ralph Lauren) pic.twitter.com/atnV7gqNIl
— NUCLR GOLF (@NUCLRGOLF) August 16, 2023
“This year our uniform showcases a modern Americana spirit with a red, white, and blue palette, featuring special patriotic details and crafted with innovative performance fabrications,” David Lauren, chief branding and innovation officer for Ralph Lauren, told Golf.com. “Our golf apparel is designed with functionality, performance, and style top of mind, both on and off the course.”
The stripes are timeless, and invoke the U.S. flag imagery without being too gaudy. Players’ names will also appear on the white stripe on the back of sweaters and jackets.
🚨🇺🇸👕 • Ralph Lauren has unveiled the apparel that will be worn by the US team at The Ryder Cup this fall. ⬇️
(📸: Ralph Lauren, h/t Golfweek) pic.twitter.com/5ertAHfNUu— NUCLR GOLF (@NUCLRGOLF) August 31, 2021
Finally, there’s the customization aspect. Ralph Lauren has been growing its custom apparel capabilities, and the Ryder Cup line includes a way for fans to put their own name (or any name) on a sweater just like Dustin Johnson or Davis Love III.
You can customize your own Ralph Lauren Ryder Cup US team sweater, and that's gonna be a problem. https://t.co/MeaeGemfUz pic.twitter.com/qSqo57W6Ro
— Ryan Ballengee (@RyanBallengee) September 21, 2021
In addition to the on-course gear for the players, Ralph Lauren’s full line also includes items like hoodies using the Polo Bear (wearing the players’ clothes), T-shirts, sweaters, and more. It all blends the traditionally upscale look of golf apparel with the athletic look that has become increasingly popular in the game since guys like Tiger Woods changed the way golf is perceived as a truly athletic endeavor, as well as the modern streetwear influence that permeates just about every facet of apparel design.
In short, golf apparel needs to be comfortable and performance-minded while still looking good for the course or on the street. And, when there’s a particular theme involved, like there is here, there are different ways to incorporate it into the campaign without simply slapping a logo on the chest or on a hat.
