I’ve been involved with Regina, the golf fashion magazine, since its first issue. Based on the notion that what you wear is more important than your score, the magazine showcases golf fashions for the non-everyday space that the golf course represents. Over these past 15 years we’ve seen trends come and go, and while trends change more slowly in golf than in regular fashion, these past several years have amounted to a major turning point.

I could go on for some time about the finer points of golf fashion trends. But to keep things brief, athleisure styles, which first began to attract attention around 2017, have had a big impact on golf trends. Simple and sporty have risen to the fore. Polo shirts, once such a mainstay, have given way to mock necks, while classic golf shoes have conceded ground to sneakers. Moreover, since the pandemic hit, more people have opted for just one set of clothes sufficient to take them from door to course to door. The demand now is for highly versatile designs capable of doubling as regular clothing.

While golf fashion has long been called fashion for the non-everyday, this is changing. Golf styles are beginning to trend toward the everyday, which, for me, to be honest, is a bit disheartening. Of course, as a woman golfer, I want to be more stylish than anyone else! I’ve come to GINZA SIX today to find golf wear that satisfies this desire.

My first destination is G/FORE on the fifth floor. Launched in Los Angeles in 2011, this luxury golf brand has drawn attention for its colorful gloves. Two years ago, it expanded into shoes and clothing on a full-fledged basis in Japan. The shop here at GINZA SIX opened in early September of last year. Fusing classic and modern, the brand’s novel designs are extremely popular with the highly fashion-conscious among women golfers. Women customers outnumber men by a ratio of 7:3—highly unusual for a golfing brand.

This time of year, bundling up to stave off the cold, we tend to neglect fashion. This down setup is warm, of course, but it shows off beautiful, stylish lines. The design is simple and highly amenable to coordination—and the clear winter white is oh so chic!

It’s love at first sight with these colorful shoes, which add vibrant spice to your feet (34,100 yen; all prices listed include tax). They’re spikeless, so you can wear them out on the course or just out and about in the town. Multi-color shoes like these are especially convenient because they go with just about any outfit. And the bumpy, massaging insoles are pleasing to the soles of the feet. It’s easy to slip right into them as you stand, without using your hands, a really nice feature. At the same time, once put on, they grip your feet firmly, allowing you to swing away with total peace of mind.

Take a look at these sporty, two-tone dresses (53,900 yen each)! The raised logo and large insignia stand out against the simple color combos—a great look for social media. Plus, you get to sport a trendy mock neck in high style!

The bags and other accessories are also extensive. The staff here recommends this white boa cart bag (19,300 yen), which features a wonderful design, both simple and refined. It offers plenty of onboard storage—the best size for golfing in winter, when you tend to carry more around. It goes perfectly with my outfit today. I so want to take it home! A bag like this would work for everyday use as well.

I explain my predicament. “During the winter, I wear a down vest that doesn’t interfere with my swing. But January and February are really cold. I have a number of down blousons I can play in, but the sleeves do end up bothering me.” The staff recommends this down jacket (61,600 yen). The body is down, but the sleeves are a stretchy brushed fabric. Somewhat dubious, I try it on. I’m surprised by the light and comfortable fit. There’s no tug or other distracting stresses on the arms—it feels like I’d be free to take a full swing. And the smart silhouette is a delight! I’d imagined wearing white down would make me look like the certain mascot of a certain tiremaker, but these fears prove unfounded.

Next I visit BRIEFING GOLF, also located on the fifth floor. BRIEFING is known primarily for men’s apparel by adapting military designs for urban use. Based on this tradition and approach, its golf line offers stylish items that bridge the city and outdoors. The image is as a brand beloved of fashionable men, but it also offers a large selection of ladieswear and bags. Holding an item, I’m struck immediately by its special aura.

Put simply, BRIEFING GOLF’s clothing is simple and stylish—and yet the presence factor is very strong. The power of the BRIEFING logo imparts the vibe of an advanced player, both in golf and in fashion. (It doesn’t matter of course, if you’re a beginner!) I’m particularly drawn to this white and camel knit (24,200 yen). The balance between the high-end materials and two-toned color scheme is exquisitely chic. The raised logo on the back is another nonchalant elaboration.

The brand’s commitment to function is unsurpassed. I’ve been wanting a simple pair of pants I can use both for golf and day-to-day stuff. Made with exothermic materials (27,500 yen), these warm pants are added to my wish list.

The shop’s display is currently promoting these single-toned outfits in dark colors. Their sleek outdoorsy style is very cool! The zippers, so nicely arranged on the body, offset the warm, comfy look of the fleece and give the outfit a cool, dashing feel. The subtle accents are great, too—the silicon emblems on the hem and the Star-Spangled Banner embroidery on the back of the neck are perfect examples.

BRIEFING GOLF is well known for its caddy bags, which are highly durable and packed with details and features. These all-stars standing in a row will have anyone turning green with envy! I dream of the day I can carry one, with a self-satisfied look on my face.

My third stop today is Chacott BALANCE on the fourth floor. A long-established brand known for ballet and dance products, Chacott offers a “balance wear” line that conditions body and mind for women striving to live their own way each day. It’s not a golf brand, but it does strike a chord with us golfers. That’s one reason I’m here. The bright and open atmosphere within tempts you to walk in and take a look.

The clothing inside has the functionality needed for yoga or pilates classes, as well as the design quality needed for day-to-day styles. I’ve tried on this reversible vest and inner set (35,200 yen), which, I’m told, can be combined in four different ways. The soft, comfortable fit and texture, the amiable light blue color—just putting it on is relaxing. The idea of self conditioning is popular these days. Wearing this, I understand—it simply looks as if wearing it would relieve tension and perhaps even improve my score.

These padded pants (22,000 yen) come highly recommended for the cold season. They retain heat but don’t get stuffy, even when you’re on the move. They’d be great for the driving range as well. The beautiful silhouette is just what you’d expect from Chacott BALANCE.

At some point, without even realizing it, my closet has filled up with hoodies. As someone who loves hoodies, I’m charmed by this setup (top 21,450 yen, bottom 14,300 yen). Even items with strong “casual” associations are pretty appealing when Chacott BALANCE is in play. The warm cream color and the thick ribbon tickle a woman’s heart. “For golf wear, maybe I could…”—just considering the possibilities is one of the joys of shopping.

One corner of the store features Chacott’s cosmetics line, products developed for the stage. Their visual appeal, long lasting finish, and skin-friendliness are ideal for golfers. The Lasting Base is SPF50+/PA+++ and offers full UV protection. With 100 colors in all, the range of colors is extensive.

One of the best things about golf is having fun with fashions you wouldn’t normally wear day-to-day. I’ve clung to this belief for a long time, but coming to GINZA SIX, I notice that even in golf styles, which have changed dramatically with the pandemic, fashion sense remains alive and well. Now, on the verge of entering my fifties, I’m committed to accepting the “now,” to adapting as I continue to energetically pursue golf and its fashions.

Text: Kaori Matsumura　Photos: Asuka Watanabe　Edit: Yuka Okada(81)