"I haven't worn it in a while, but it feels much more luxurious and comfortable than before. It is perfect not only for rounds on the course but also as everyday wear."
At JB Golf Club in Cheongdam-dong, Gangnam-gu, on the morning of the 20th, Pro golfer Hong Soon-sang, who has won five times in KPGA history, shared his impressions after trying on the products before the official start of LF's Hazzys Golf "Swing & Style" event. More than 10 prominent golf influencers present also expressed satisfaction, stating that "the clothes have become really comfortable and the style has improved."
The Swing & Style event planned by LF on this day aims to increase customer touchpoints in the golfwear market and instill a premium brand image among its core customer base of golfers in their 40s and 50s. Hazzys, which has established itself in the market as casual wear, is strengthening its golf lineup, betting on newly refreshed designs and differentiated materials.
The event, held for about an hour and a half starting at 11 a.m. that day, was attended by 25 people, including 15 general customers selected through a lottery and 10 golf influencers. Despite it being a weekday morning, interest was high, with the competition rate for general customer participation exceeding 20 to 1.
The event consisted of a one-point swing clinic with Pro Hong Soon-sang, swing analysis and customized lessons using TrackMan, a showcase of Hazzys Golf's 2026 FW (fall/winter) new products, free fitting, and putting game events.
This event differed from typical fashion brand showcases that focus primarily on product try-ons. It employed a differentiated strategy where golfers discussed the challenges they face on the field and during practice with a professional golfer to find solutions, while the brand allowed them to try on products suited to their personal tastes and body types and offered style suggestions. The concept was to address two practical concerns of golfers in one place: "How can I play golf better?" and "How can I dress more stylishly?"
Event attendees expressed satisfaction. Jung Eun-young, a golfer with three years of experience, said, "From Pro Hong's lesson to the setup of the product exhibition space, everything felt luxurious and well-executed," adding, "It was impressive that Hazzys Golf's unique classic yet sophisticated sensibility remained intact."
Hazzys Golf targets demand differentiated from existing golf-specialized brands. Although it appears to be knit material on the outside, it is designed using highly stretchable functional materials typically used in sportswear so that customers feel "it is actually comfortable when worn."
Kang Young-hee, Creative Director (CD) of Hazzys Golf, met at the site, said, "In the past, nylon-based materials were widely used in golfwear, but recently, materials that show a natural appearance are being used more frequently," adding, "The biggest differentiator is using textured materials that feel like wool on the outside even when synthetic fibers are used, which differs from other existing golf brands."
According to Director Kang, another point differentiating from the existing lineup is the "Atelier" design, which prominently features Hazzys' signature English Pointer dog character on the front and back of zip-ups and knits.
Recently, the demand base for Hazzys Golf has also been growing. According to LF, it is known that Hazzys Golf sales at large department store locations have increased by approximately 20% compared to the same period last year. The company explained that despite a recent decline in the golf population among those in their 20s and 30s, they are achieving solid results as inflow of middle-aged and senior customers in their 40s and 50s continues.
Hazzys Golf plans to continue holding events with this concept in the future. Bang Ji-yeon, Head of Brand Communication at LF, said, "The core of this event lies not in how many products were shown, but in how densely customers interacted with the brand," adding, "We plan to continuously expand such customer-participation events that build memory and preference for the brand through experiences that remain with individuals, such as advice from experts, styling suited to oneself, and programs enjoyed together."
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