A Golfer's Take on Tyler, the Creator's Louis Vuitton Collection

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In the golfing world, there exists a bag that, no matter the level of your skills or appreciation for luxury fashion, would be a holy grail whether it's on the back of your cart or in the corner of your office. Louis Vuitton makes it, and it actually costs...well, if you're in the market like that, cost is clearly not an issue.

That's not the French fashion house's only foray in to golf. Along with the bag, a towel, headcovers, and a utility kit were also released. And in March 2023, LV released a golf trunk that included a roll-out putting mat. Elsewhere in Europe, Gucci and Prada have also dipped their toe into the water with golf bags of their own.

Now, the Pharrell era at LV is seeing its first dose of the game, courtesy of a new capsule designed by Tyler, the Creator—out on March 21—and it might be high-fashion's best golf execution to date.

In the first batch of released images, we see a new iteration of LV's luxurious golf bag, this time in a grass-green Damier, with headcovers and—according to the announcement—a golf sneaker to match. Tyler added a coordinating cross-body bag and garments including a reversible windbreaker, a technical anorak, and a zip cardigan. Tyler and Pharrell are moving beyond gear to show us how luxury fashion does golf apparel, and the timing couldn't be better.

Golf's modern boom is—give or take, and depending on who you ask—entering its fifth year. Where in the early days of the pandemic the game may have felt like a socially distanced novelty, now it feels ubiquitous in culture. Check the Instagram of your favorite celebrity or athlete and there are probably tee-box selfies peppered in between album announcements and lifestyle flexes. It's only natural that a game with such elite roots would be embraced by pop culture's high society, not only in lifestyle, but in business, too. Drake, Niall Horan, Kathryn Newton, DJ Khaled, Travis Kelce and Patrick Mahomes, and Reddit founder Alexis O'Hanion—all into or invested in golf. And Khaled's got the bag.

This also means that golf is in danger of over-saturation. Within the golf goods universe, it feels like there's a new company popping up every day leveraging a spin on a tired golf cliché as a brand name and screen printing it on the same blank tees your brother-in-law customized for his bachelor party in Nashville. There's tension in the space, and it's not just these pop-up brands showing signals of disingenuous colonization. Brands like A.P.C. and Kith entered the room with marketing tactics golf purists sniffed out immediately, calling for a reckoning in the creative community: hire golf creatives to make your golf creative, or you may end up with stand bags on the green and models taking full swings with putters. (If you don't know why that's a problem, that's sort of the problem.)

Pharrell, Tyler, and LV haven't made this mistake. Their approach to golf is more an homage than an attempt to ride the game's wave. You know what's more convincing than making a golf bag? Making a third golf bag. Tyler's own brand, Golf Wang, was named ironically. "I don't know, the word just looks sick," he once told Billboard, offering that it's his "least favorite sport."

The French fashion house, under the direction of its undeniably brilliant leader, instead created pieces that true golfers should be proud to flex, if they can get their hands on them. The headcovers are no more garish than any you see on the average fairways and greens, and it's hard to imagine your caddy—let alone your playing partners—not losing a half a breath when they catch a first glimpse of your Damier cart bag. And the apparel? Well it's also hard to imagine you wouldn't have the most show-stopping garments on the courses.

The funny part is, the beauty in LV's execution is in the quality of the construction, the textile choices, and the considered silhouettes that are hard to come by from your average Instagram brand. It's not something the average golfer, let alone the average civilian, might notice until they get up close, but that's the point. You still might get more compliments out there in the wild wearing a wildly patterned polyester polo, overly adorned with animals and a contrast collar. But if more luxury fashion brands follow LV's lead, that won't be the case for long.

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