July 18, 2026, 11:00 a.m. ET
Guys who wear Linksoul understand that golf has a dress code, but they suspect the game was more fun before anyone started enforcing it.
No brand is more closely associated with the laid-back San Diego and Southern California vibe than Linksoul. The company affectionately calls its followers “Link Soldiers,” and if you spend five minutes on its social media accounts, you’ll find videos of hipsters striping persimmon drives, half-forgotten municipal courses bathed in golden-hour sunlight, and enough retro golf references to make Ben Hogan wonder what happened.
Guys who wear Linksoul are as comfortable carrying a longboard down the beach at Swami’s or Cardiff Reef as they are walking the fairways at Goat Hill Park in Carlsbad, California, or sneaking in nine holes at Shennecossett Golf Course in Groton, Connecticut.
They rarely came to golf through private clubs and member-guests. More often, they found the game because it offered something increasingly rare these days: four hours outdoors with friends, a reason to leave the phone in the bag, and the occasional excuse to debate whether hickory shafts should make a comeback.
Their golf clothes reflect that mindset. Yes, Linksoul’s Logo Loma polos are PGA Tour ready, but the Printed Tremont polo is soft enough to sleep in, Boardwalker shorts look vintage right out of the box and the Backwoods Tee t-shirt lets the world know that its wearer has as many story to tell as Jimmy Buffett. Still, guys who wear Linksoul don’t buy clothes to impress anyone, and what they buy feels like it’s already been broken in.
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Their clubs tell a story, too. Linksoul guys are not interested in the latest equipment release simply because it promises 2 more yards of carry. They probably own an old Ping Anser, they might use muscleback blades even though they shoot in the mid- and high-80s and would benefit from a game-improvement club, and Linksoul guys have at least one persimmon wood in the garage because they always know the local event that requires using one every summer. They’d be thrilled to stumble across a mint set of MacGregor blades at a garage sale.
Linksoul guys wouldn’t be caught dead using a Tour bag and they’re not crazy about stand bags, but they have a few carry bags, including at least one MacKenzie bag. None of them are curated and clubs are added one by one. A Linksoul guy is as likely to be carrying 10 or 11 clubs on a Saturday morning as 14, because, “Dude, that’s all I really need, right?”
A Linksoul guy’s car has personality, and maybe a little sand in the trunk, and it’s not new. Think old Toyota Land Cruiser, a late-80s Ford F-150 or a Volvo wagon that smells faintly of sunscreen and Labrador retriever that has a Grateful Dead and “I’d Rather be Driving a Titleist” sticker on the back. They do not mind a few dings because, to them, things look better when they have been used.
As for music, the playlist is eclectic but oddly cohesive. Guys who wear Linksoul know every word to Steely Dan’s Aja album and probably own it on vinyl. They consider the Beach Boys’ Pet Sounds one of the greatest albums ever recorded. But don’t mistake them for golfers trapped in the past. They also know Florence + the Machine and have strong opinions about The Killers, but quietly believe music peaked sometime between 1972 and 2006.
After the round, these guys quickly slide into flip-flops, make a beeline for a burger place that you’ve never heard of that blows your mind, and drink local IPA. They walk, carry their bags and believe twilight golf is superior to all other golf.
To other golfers, Linksoul signals something different from the polished look of Holderness & Bourne or the athletic precision of Adidas. It suggests someone who cares deeply about golf, but not so deeply that he has forgotten it is supposed to be fun.
Guys who wear Linksoul value experiences over status, stories over scorecards, and comfort over convention. They do not wear Linksoul because they are trying to look like golfers.
They wear Linksoul because they like what golf brings out in us.
