If you follow women’s golf fashion like I do, you’ve probably noticed something: there are A LOT of brands out there right now. And I mean a lot.
It seems like every time I scroll through Instagram, walk a golf show or hear about a new collection, there’s another women’s golf label popping up. And I love the energy around our sport. Women finally have choices—and that is something we have been asking for forever. But I also think we may have reached the point of saturation. Many of these newer brands are incredibly curated, launching with just a handful of pieces, a very specific aesthetic and often a very specific customer in mind. A lot of that customer seems to be the younger golfer. There is absolutely nothing wrong with that. In fact, I think these smaller brands have helped push the entire golf industry to become more fashionable, creative and willing to take risks. But it got me thinking.
What about the brands that have already been doing this for years?
The ones that understood women wanted great-looking golf clothes long before women’s golf fashion became the hot category it is today. The brands that have evolved without abandoning the women who have been wearing them all along.
One that immediately comes to mind for me is Amy Sport.
A Visit With Amy, and a Peek at Spring 2027
Recently, Amy invited me to her home in the Palm Springs area to preview her Spring 2027 collection, appropriately named “Good Lies Only.” First of all, how great is that name? I’ll be the first to tell you, the collection is fabulous. What impressed me almost as much as the clothes was hearing Amy explain how she created them.
She incorporated AI into the development process, using the technology to help create patterns and designs and, more importantly, visualize what those ideas would actually look like as finished garments. Instead of simply looking at a sketch and trying to imagine how it might translate onto a woman’s body, she could see the styles on models, evaluate the proportions, experiment with patterns and make changes, all before a physical sample ever went into production. As someone who loves fashion but also appreciates the business behind it, I found this fascinating. Amy described AI as transformative for apparel design because it allowed her to evaluate ideas earlier, make better decisions and ultimately create better products.
Think about the traditional process: sketch, sample, review, revise, make another sample, review again, and possibly start over. AI doesn’t replace the designer in that process. It gives the designer another tool. I think that distinction is important. Amy still knows her customer. She still chooses the fabrics, silhouettes, colors and details. She still understands how women want clothing to fit and feel. Technology simply allows her to see more possibilities, and eliminate some of the misses before committing to production. To me, that’s a pretty interesting example of an established brand embracing something completely new.
The Part I Loved Most: Everything Works Together
There was something else about “Good Lies Only” that really stood out to me. The collection makes sense. And I mean that in more ways than one.Yes, the colors, patterns and individual pieces are designed to work together, so you can mix and match and create multiple outfits from a relatively small collection. But Amy’s thoughtfulness goes deeper than that. She thinks about the little things that actually matter to us when we’re playing golf.
Like pockets. Not those tiny little pockets that look cute but flip inside out every time you reach for a tee or ball marker. Amy designs deeper, functional pockets that actually stay where they’re supposed to stay. Then there’s skirt length. Not all women are built the same, and thankfully Amy gets that. There are length options for the taller golfer—and for the shorty like me. It’s such a simple concept, but how many times have we loved a skirt only to realize it’s either way too short or hitting us in completely the wrong place? She also uses interesting seams and thoughtful construction to flatter a woman’s body rather than simply making a smaller version of a basic athletic silhouette. Those details may not be the first thing you notice on Instagram, but they’re often the reason you reach for a piece over and over again. I think that’s where experience shows.
A newer brand can create a fabulous print or a cool campaign, but designing for women who actually golf means understanding what happens when we bend down to read a putt, reach into a pocket 20 times during a round, sit in a cart, swing a club or tuck and untuck a shirt.
Maybe Longevity Is the Next Cool Thing
The explosion of women’s golf fashion has been incredible to watch. New brands are challenging old ideas, younger golfers are bringing their personal style onto the course, and women of every age have more choices than we’ve ever had. I don’t want that to change. But maybe, in our rush to discover what’s next, we shouldn’t forget about the brands that helped get us here.
There’s something to be said for longevity. A brand that survives year after year has had to listen to its customer, adjust its fit, evolve its style and continue creating something women actually want to buy. And staying relevant doesn’t necessarily mean chasing every trend. Sometimes it means knowing who you are, and continuing to get better at it. I admire Amy for her dedication to keep moving forward in a highly competitive fast changing world of womens golf fashion. She’s keeping her finger on the pulse.
That’s what struck me about my afternoon with Amy. Here is a designer who has been creating women’s athletic fashion for years, yet she’s experimenting with AI to rethink a design and process that has existed for decades. At the same time, she’s still focused on something wonderfully practical: making clothes that real women can wear, mix, match and feel great in. Maybe that’s the sweet spot women’s golf fashion needs right now. New ideas without forgetting the women who brought you here. Technology without losing the human eye behind the design. Fashion without sacrificing function. And a closet where the pieces actually work together.
Good Lies Only?
On the golf course, I’m all for it. When it comes to great golf clothes, though, I still want the truth, and Amy Sport is proof that some of the brands that have been around awhile may have plenty of surprises left.
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