How Youtube Altered Golf Fashion

Content is king. The boys at SOTA released another terrific post recently on the Youtube-ification of fashion and the golf apparel scene is no outlier. The gist is that while big fashion brands must must move slow to plan and release large-scale content, upstart fashion brands are using content weekends and meetups to produce content faster and more plentiful.

The formula now is to invite a ton of influencers to get together or plan weekend trips for everyone to make content advertising the brand. This could supply a weeks worth of content over just a short few days and you get the bonus of democratizing some of that to anyone sharing live content throughout the trip.

At that point, is it really about the clothes? It’s definitely about the brand, sure. But if the brand is now really just marketing, and better marketing can convince someone to buy a t-shirt instead of the quality of the shirt itself, then it feels like a shame. Although we suppose that’s what greedy companies have been doing for years, thanks ~~Obama~~ Don Draper.

SOTA

Brand Highlight - Dead Threads Apparel

You’re well in your rights to blame Gen Z for a lot of annoying things lately. TikTok, Sock Wars, fast fashion, shitty music, the general decay of society… but throwback graphic tees could be one of the bright spots.

Exhibit A is Dead Threads Apparel, making (unofficially licensed?) team shirts of your favorite cities and sports teams with skeleton mascots and cool AF designs.

They make pro football, pro hockey, pro baseball, pro basketball, and even collect football shirts in most teams and cities. They stop short of using “NFL" or “Michigan Wolverines” but they draw the line just close enough.

We suppose you need to be pretty into skills to pull these off but if Gen Z has taught us anything, it’s that fashion has no rules (or to just recycle what was cool 30 years ago, I can’t remember which).