Lookback: The Drop That Rehydrated Golf Collabs

In a time where golf drops and collaborations feel so fleeting, like finite moments in time, there's one that I still think about months, if not years later. At the time it felt random. Why on Earth would Malbon, a golf streetwear brand, team up with a water brand like Evian creating merch that basically acted as, albeit stylish, moving billboards?

Except it wasn't random at all. Evian has a very intentional place in women's golf as the namesake to one of the LPGA's majors—the Amundi Evian Championship, held at Evian Golf Resort in...you guessed it, Evian, France. This partnership marked one of the first times a brand activated around a women's major and did it with flair.

We know Malbon's taste for being more fashion-forward, and this was perfectly executed on how to take tournament centered apparel and having some fun. The soft pink bomber jacket is forever etched into my memory, and it's one of my biggest retail regrets—not snagging it up when I had the chance.

A bomber jacket for golf may not seem all that audacious now, but when this hit my feed in 2023—there really hadn't been anything like it at the time—which is why I think it sticks out so vividly. The style, the color palette—it's like so Barbie coded. (This was also around the time when the Greta Gerwig movie hit theaters.)

The concept was (and for Malbon, it still is) to infuse playfulness and inclusivity into the traditionally formal golf world. The first drop came during summer 2023 set out to highlight and promote self care—because the town of Evian morphed into a spa getaway after it's therapeutic spring water was discovered. The other standout piece in the line was a bathrobe made from French terry cotton—trés chic!

The second drop commemorated the 2024 championship, marking 30 years of Evian being played, Evian once again partnered with Malbon Golf to create a limited, four-piece collection of golf apparel. Though a different tone and vibe from the initial drop, it was fun to see both Erica and Stephen Malbon bring the collection to life and taking part in the Evian pro-am last summer.

As golf and golf brands alike grow their efforts to making women's golf more of a priority and less of an afterthought, allow this to be a reminder—golf merch doesn't always have to be so black and white. Does it need to function? Absolutely, but find creative ways to emphasize a moment and leveraging fashion to do all the talking.

And I'm not the only thinking about how insanely fire this capsule was. LPGA star and Malbon athlete Gigi Stoll stepped out at the Evian Championship's Opening Ceremonies rocking a bomber jacket eerily similar to the one that haunts my retail dreams.

Hang it in the Louvre!

The Evian Collection is long gone but these pink things are just as cool:

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