04 Feb PGA Golf Show 2026 – Hot Brands & Trend Insights
Now in its 73rd year, the PGA Show remains the most influential event in the global golf calendar, representing an estimated $1.2bn in potential industry spending. As golf continues to grow, the 2026 show reinforced a clear direction for the category: modern golfwear is no longer just for the course.
Across menswear and womenswear, brands are responding to a new generation of golfers with collections that balance performance, versatility and lifestyle appeal. Multi-use pieces, elevated fabrics and fashion-led detailing dominated the show floor, signalling continued opportunity for brands looking to innovate within golf and adjacent sportswear categories.
Hot Brands
Several brands stood out for their strong point of view and ability to cut through in a crowded market. Sun Day Red and Malbon generated particular buzz, showcasing how branding, storytelling and design can elevate golfwear beyond traditional expectations.
Alongside these newer players, established names such as RLX (Ralph Lauren), Greyson, Under Armour and Adidas continued to refine performance-led collections with more lifestyle-driven silhouettes and styling.
Textures
Texture was one of the most consistent trends across the show. Fabrics were designed not just for function, but for visual and tactile interest. Key directions included:
- 3D wave and mesh textures for breathability
- Square grid and seersucker structures
- Fine waffle and knitted textures
- Zig-zag jacquards and textured body panels
These fabrics add depth to otherwise clean silhouettes, helping brands differentiate core styles without overcomplicating design.
Details
Refined detailing played a major role in elevating garments. Subtle, considered features replaced overt branding, including:
- Placement gradient meshes
- Debossed cords and trims
- Part-elasticated cuffs
- Clean, elevated plackets
- Contrast tipping and seam tapes
- Mixed fabrications and taped seams
These details allow brands to communicate quality and performance while maintaining a premium, lifestyle-ready aesthetic.
Quilting
Quilted pieces continued to evolve, particularly in gilets and hybrid outerwear. Lightweight insulation, heat-seal construction and hybrid quilting techniques offered warmth without bulk, supporting the ongoing demand for layering pieces that transition easily from course to everyday wear.
Colour
Colour palettes were split between two clear directions:
- Soft pastel shades, reinforcing the lifestyle and crossover appeal of modern golfwear
- Classic core colours, updated with contrast trims and detailing to keep collections fresh and commercial
This balance allows brands to appeal to both traditional golfers and newer consumers entering the category.
Print remains an important storytelling tool, with a confident mix of:
- Animal prints
- Retro and geographic-inspired designs
- Checks and abstracts
Used selectively, prints added personality and fashion relevance without overpowering the collection.
Newness
New silhouettes and hybrid styles signalled continued innovation in the category. Smock and overhead styles, light insulated layers, hybrid bombers and sherpa lifestyle fleeces blurred the lines between golf, sportswear and everyday casualwear — reinforcing the shift towards multi-purpose wardrobes.
What This Means for Brands & Buyers
The PGA Show 2026 confirmed that golfwear is evolving fast. Brands that succeed will be those that balance technical performance with strong design, lifestyle relevance and clear brand identity.
- Download our full PGA Show Highlights Report for deeper insight into fabrics, colours, silhouettes and commercial opportunities.
- Brands and buyers looking to develop their own golf or sportswear collections are invited to contact our friendly UK team to explore how Dishang can support design, development and production from concept to delivery. Email: i@dishang-group.com.