Posted by Nicolle Amabile
on May 24, 2026
There’s been a shift happening in women’s golf and country club fashion over the past few years — and after spending time at PGA shows, speaking with pro shops across the country, and listening to women who live this lifestyle every day, I kept hearing the same thing:
"I want something that feels polished — not overly athletic."
That sentence stayed with me.
When I created the Ivy Coast PGA capsule, I wasn't setting out to create another activewear brand. There were already endless options filled with performance fabrics, athletic silhouettes, and technical features. But many women were telling me they wanted something different.
They wanted clothing that felt appropriate for early tee times, lunches at the club, travel days, outdoor events, and dinner afterward — pieces that moved with their lifestyle instead of asking them to change outfits three times a day.
That's what ultimately led me to create our Masters capsule.
Beyond Traditional Golf Apparel
Today's golf customer is incredibly educated. She understands the importance of sun protection because she spends hours outdoors. She values comfort because she's moving throughout the day. But she also wants style.
What I noticed after attending PGA markets and speaking with buyers was that many clubs were evolving too. Pro shops weren't only looking for performance polos and athletic skorts anymore.
They were beginning to bring in lifestyle merchandise.
Women wanted pieces they could wear:
- From early tee times to evening plans
- To lunch after a round
- To spectator events
- Traveling to and from clubs
- To private club events and social gatherings
- Anywhere their day naturally takes them
The reality is many clubs also maintain dress codes where overly athletic styles don't always fit every occasion.
There was space for something in between.
What Women Actually Want
The women I meet aren't necessarily looking for neon performance fabrics or clothing that screams "sportswear."
They're looking for:
Versatility
A dress that works at brunch, on a golf property, traveling, or at dinner.
Comfort without compromise
Breathable fabrics that feel soft against the skin.
Sun protection that doesn't look like sun protection
Because nobody wants to feel like they're wearing a rash guard all day.
Timeless style
Pieces that feel elevated rather than trendy for a season.
Thoughtful details
Beautiful buttons, exclusive prints, tailored elements, and quality construction.
Women are looking for clothing that works for real life.
Why I Designed Our PGA Capsule Differently
I wanted our collection to feel like lifestyle dressing first.
Sun protection became part of the story — not the entire story.
Many women tell me they avoid traditional sun protective clothing because it can feel overly technical or synthetic. I understood that frustration because I felt it myself.
I wanted to create pieces that felt polished enough for country clubs and resorts while still delivering comfort and protection for long days outdoors.
Because women shouldn't have to choose between:
Looking put together
Feeling comfortable
Protecting their skin
They should be able to have all three.
The Future of Golf Fashion Feels More Personal
One of my favorite things about showing at PGA events this year has been seeing how quickly clubs are embracing this shift.
The modern golf customer isn't one-dimensional.
She's a golfer.
She's a traveler.
She's hosting dinners.
She's meeting friends.
She's running from one event to another.
She wants clothing that can keep up.
I think that's exactly where fashion is headed — fewer categories, more versatility.
And honestly?
I think we're just getting started.