
Published 31 August 2022
Marta Mąkolska
Tapping into golfing’s meteoric rise among Asia-Pacific Gen Z and millennial consumers, store concepts in Seoul and Tokyo are re-engineering the sport’s ultra-functional, old boys’ club reputation. American streetwear media platform Hypebeast capitalises on streetwear’s sporting roots to revitalise golf’s staid image, while US golfwear brand Piretti’s luxe take recalls a fashion flagship.



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