Golf’s dress code is overdue for an evolution. Forget argyle vests and pastel polos: The new look on the links is minimal and modern, thanks to Costa Mesa–based label BOEN, founded by industry veterans Travis Brasher and Ben Donnelly. “Golf is so traditional, it takes a bit more time to evolve,” Donnelly says. “We joke that [the industry] is probably three to four years behind a trend.”
The duo, who helped turn Travis Mathew into a lifestyle empire (later acquired by Callaway for $125 million), may know sport fashion’s DNA better than anyone. But with BOEN, they are pushing the narrative forward, focusing on form as well as function—and giving golf apparel a confident new edge.
Recognizing that a newcomer needs to impact the space with exceptional basics, the BOEN team spent considerable time perfecting the sport’s iconic wardrobe workhorse: the polo. “We focused on our Legacy Polo to be a basic that you can wear every single day,” Donnelly explains, adding that the shirt’s modern details—from the contrast collar, the trim on the sleeve, and the slightly slim silhouette—offer just the right eye-catching twists so as not to alienate golf’s core demographic.
The polo fits in with what everyone else is wearing at tee-off, but Donnelly says he ultimately wants BOEN to become a wardrobe staple off the green too. The brand’s waffle-knit tops—made with a super-soft blend of cotton, modal, and polyester—are meant to be worn almost anywhere. “A wedding might be pushing it,” he says with a laugh, though he quickly adds that pairing the label’s preshrunk long-sleeve crewneck with smart slacks can easily accomplish a dressy look for a night out. “But it’s still comfortable enough for a day of doing nothing on your couch.”
As country club codes soften, Donnelly also sees an opportunity to introduce items that might otherwise be unexpected in the golf space. He’s had enough of the ubiquitous fleece zip-up, for instance; instead, BOEN offers sleek jackets in technical ripstop fabric for a cool, casual, off-duty vibe. A style Donnelly is especially excited about is a camp-collar button-up made of the same textile as the brand’s polo shirts—one of the highlights of BOEN’S 11-piece capsule collection that launched in collaboration with Pendry this season. It offers the movement you want for swing practice in a new silhouette.
“It’s something that can make someone feel 10 to 20 percent cooler but is still approachable,” Donnelly says.
Find the BOEN x Pendry capsule collection at all Pendry hotels and at shoppendry.com.
