Why Is Nobody Is Talking About This Golf Apparel Brand? They Should Be!

There are plenty of golf apparel brands that are good at getting your attention.

Turtleson isn’t really one of them.

Maybe that’s why it continues to fly under the radar.

While seemingly every golf apparel company is chasing collaborations, louder prints or whatever aesthetic happens to be having a moment, Turtleson has quietly become one of the most underrated brands in golf.

Its new fall collection is a pretty good example.

Turtleson isn’t trying to reinvent what fall golf apparel should look like. Instead, it’s leaning heavily into what it does best: clean, classic fits, elevated materials and layers that look just as appropriate away from the golf course as they do on it.

That’s a relatively simple formula. Turtleson just happens to execute it really well.

Classic golf style, better materials

The theme of the new collection is what Turtleson calls “intentional layering.” The idea is to build pieces and color palettes that work together rather than filling your closet with a bunch of standalone items.

That’s evident in the new Issac collection, a range of quarter-zips, crewneck pullovers and rugby polos made from a cotton-rich blend that incorporates lyocell and performance fibers. The goal is essentially to preserve the soft, natural feel you’d expect from cotton while adding the durability and performance you’d want from something you’re going to play golf in.

It’s also exactly the kind of stuff Turtleson does well. There isn’t anything particularly loud or trendy about it. These are straightforward silhouettes made more interesting by fabric, fit and small details rather than oversized logos or design gimmicks.

Then you get into the natural fibers.

The $395 Kephart hoodie is made from 100-percent cashmere while the $195 Marshall sweater uses extra-fine merino wool.

No, neither is cheap. But that’s also part of what makes Turtleson interesting.

There are plenty of brands selling $150-plus polyester golf pullovers. Turtleson increasingly seems interested in asking what happens when you take the familiar golf layering pieces guys already wear and simply make them out of better stuff.

That’s a proposition I can get behind.

The stuff you’ll actually wear

Not everything in the collection is cashmere and merino.

The Bellfield Hoodie returns for fall in Bay Heather, Eucalyptus Heather and Mulled Berry Heather while the new Aidan Comfort Shell adds a more technical option. It’s lightweight, packable and water-resistant with ventilation and an extended back hem, making it the piece in the collection most obviously built for changing conditions on the course.

Taken together, that’s what I like about Turtleson.

It’s classic without feeling old. Premium without being overly precious. And the pieces are designed in a way that makes it easy to wear them to the course, to dinner or just about anywhere else without looking like you forgot to change after your tee time.

There are flashier golf brands. There are certainly brands generating more hype.

But if your idea of great fall golf apparel is clean silhouettes, great materials and versatile layers that you’ll still want to wear several years from now, Turtleson deserves considerably more attention than it gets.

This fall collection is pretty convincing proof.