As with any trend, there’s money to be made. For a long time, the golf course was where fashion went to die; but under the watchful eyes of Manors Golf founders, Jojo Regan and Luke Davies, golf style has been reborn as a streetwear-adjacent riff on the preppy aesthetic inspired by Ralph Lauren. Their revenue is up 110 per cent this year, with backers of the brand including the Tetra Pak heir, Magnus Rausing; Tom McFarland of Jungle; and the actor Nicholas Hoult. “Lots more people are playing golf, and a lot of that growth is being driven in the under 35 category,” Regan tells me. “As a sport is very, very competitive, and it gives the 26, 27 year-olds who used to play football but no longer have the muscular capacity to do so at a high level the opportunity to [spar] with their mates.”
