Traditionally, denim is considered off-limits on most golf courses. Show up in jeans, and you’re likely to face disapproving looks or even be asked to change before hitting the first tee.
But one American apparel brand is aiming to change that.
Andrew Redvanly, the CEO of Redvanly, has built a reputation for creating innovative golf apparel, such as the brand’s pull-on golf shorts and trousers, a first in the industry. But now, the brand is venturing into even more unconventional territory: denim for golf.
Introducing Activedenim—a line that looks like traditional jeans but is specifically designed for golf.
Redvanly admits he was initially skeptical about introducing denim to the golf world. However, after careful thought, he realized the potential.
“We’re an athletic golf leisure brand,” he explained. “But then it hit me—if we do it our way, it’ll be the most athletic jean you’ll ever wear.”
The Ranstead Pull-On jeans are designed to provide the look of jeans while offering the stretch and flexibility of golf trousers. Made with athletic-inspired denim featuring a four-way stretch, the fabric allows freedom of movement, all while maintaining the feel of traditional denim.
These jeans, priced at $175, are still new to the market, and Redvanly is optimistic, though he acknowledges that changing golf culture may take time.
“Denim is the one thing that is not allowed on a golf course,” he said. “Imagine five years from now if players on tour are wearing our denim. We’re looking for real resume builders—things that nobody else is doing. I see opportunity there.”
At present, denim may not be widely accepted at many golf clubs, even though these jeans are designed for the sport. Still, Redvanly sees a shift coming. “Some clubs may never change,” he said, “but others are looking for ways to differentiate and attract players. If you give them something performance-based that makes sense, they might say, ‘Let’s let our guys play in jeans—who cares?’”
Although denim on the golf course seems like a distant possibility, Redvanly’s vision suggests that one day, we could be seeing golfers sporting performance denim on the fairways.
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