LF Launches American Golf-wear Brand, Random Golf Club, in South Korea
- LF’s golf brand portfolio strengthened by its fourth golf-wear brand and first global golf-wear brand
- A rapidly growing global brand that is opening new horizons for golf through community and content
- Fusing apparel attributes favored by contemporary golfers to break down uniform and gender boundaries
LF, the lifestyle culture company, will strengthen its golf business this September by officially importing, for the first time to South Korea, American lifestyle golf-wear brand, Random Golf Club (RGC).
A contract with Random Golf Club has already been finalized in the US regarding import and sales, paving the way for LF to start its domestic business from September. Random Golf Club is not only LF’s fourth golf-wear brand following HAZZYS GOLF, DAKS GOLF, and Double Flag, but its first imported golf-wear brand. LF is currently building an enviable portfolio of golf brands tailored for the South Korean golf-wear market, which was worth about 6.3 trillion won last year, by fulfilling the needs of consumers seeking something new, while satisfying the tastes of more conventional golfers.
Random Golf Club was founded in Texas in 2017. It is a brand that breaks away from existing images of traditional golf brands with its slogan “A New Way to Play Golf”, and proposes a distinctly different experience based on a new perspective of golf. Specifically, it defines golf as a cultural content rather than a mere sport, and has formed its own community of consumers from around the world, including golfers, to develop the brand within a short period of time.
As suggested by the word “random”, Random Golf Club daringly breaks down uniform and gender boundaries by fusing the attributes of apparel favored by contemporary golfers. In particular, while staying true to functionality, which is inseparable from golf, Random Golf Club differentiates its brand by combining three core fashion elements: “FAIRWAY FUSION” (drawn from stylish street fashion), “CLASSIC COLLEGIATE” (a timeless Ivy League style), and “PERFORMANCE PRO” (a perfect union of sports and technology).
Random Golf Club produces knit pants, print shirts, Cowichan cardigans, satin jumpers, anoraks, snapbacks, and other products that are usually hard to find in golf-wear, all of which can represent golf and leisure. In terms of design, the products are instilled with the brand’s identity through the use of bright colors, witty graphics, and the brand’s initials “RGC” as a point of emphasis.
Kim Sang-kyun, CEO of LF’s fashion business, remarked, “The demands of the South Korean golf-wear market change so rapidly that they are considered to be a barometer of global golf-wear trends. In that very market, we will introduce Random Golf Club, a brand that redefines perceptions about golf with differentiated product lines and unique content. We are excited about Random Golf Club, which is opening new horizons for the global golf-wear market, and hope that it will inspire a new generation of golfers in South Korea.”
Photo Description: Random Golf Club’s campaign photoshoot, logo