Druids Golf spotted a gap in the apparel market that the UK-based company has gradually made its own
It’s a brand founded in Ireland, finessed in Scotland and devoured by golfers around the world – including a growing presence in Australia. Druids Golf is taking the golf world by storm for offering stylish apparel with performance capabilities at an affordable price.
Beloved in the UK and Europe, Druids quickly found a gap in the market. Peruse the Edinburgh-based company’s website and you’ll see $60 polos, $75 quarter-zips and a popular Ambassador Pack (six items for $250), which is downright refreshing as the cost of living continues to rise.
We spoke with Druids Golf’s creative director, Tim Ferris, about the foray into Australian golf and the brand overall.
Australian Golf Digest: The key people involved in Druids Golf are golfers. How important is that to your brand?
Tim Ferris: It’s crucial. We’re not chasing money or success by creating a brand – we know this space. We’ve all worked in it, and we saw a real gap. The game is crying out for high-quality golf apparel at affordable prices. We respect the traditions of golf, having grown up wearing the major brands, but those often came with a high price tag. Today, you either have premium brands at a steep cost or entry-level options that feel cheap. We wanted to fill that gap, ensuring everyone can look good and feel confident without spending a fortune. Variety was also key – we didn’t want to be known for just one style.
The game saw a surge in popularity during COVID, with new players entering the sport. But even seasoned golfers are discovering us, realising Druids is golf’s best-kept secret. Our growth in the UK and Ireland has been huge. Five or six years ago, you wouldn’t see our brand on too many courses, but now it’s everywhere – from courses to ranges and even supermarkets. I’ve seen our brand everywhere. We’ve created something that resonates with all golfers, regardless of how long they’ve played or how they want to look on the course.
Have you noticed a price creep in golf apparel? Polos have gradually moved past $50, then $80, then $100.
Absolutely. Coming from a wholesale background, we saw prices climb depending on where apparel was sold and whether it had a logo. The cost of living has increased worldwide, and that’s reflected in apparel pricing. We’re breaking into Australia now, building a strong customer base. Many are discovering us for the first time, knowing we’re from Scotland, obviously the home of golf, but are concerned about shipping and other factors. But on our site, while polos elsewhere are more than $100, you can get our latest for less than $60. That’s important to us. The challenge is getting people to see and feel the quality of Druids Golf – there’s only so much you can convey through social ads or close-up images. But once they try our apparel, they realise it’s the real deal.
How does being based in Scotland influence your apparel design?
In the UK, you can experience four seasons in one round of golf, so we design apparel that looks good and performs in different weather conditions. We invest in rainproof technologies – sometimes you don’t need a fully waterproof jacket, but you still want protection. No matter where you play, whether in mainland Europe, the US or Australia, you need stylish apparel with performance features.
Our designs are also inspired by our travels. Some of our shirts take cues from cocktail bars and clubhouses we’ve visited. As a young, dynamic brand, we absorb influences from everywhere. We even took inspiration from brands we loved growing up. We were among the first to push golf hoodies before they became mainstream – before you saw guys like Rory McIlroy or Scottie Scheffler wearing them. We have a former DP World Tour player working with us, so golf is ingrained in everything we do.
What trends do you see shaping the game, and how is Druids Golf staying ahead?
We respect golf’s traditions, but Druids is seen as a disruptor. For us, that means creating stylish, high-performance gear at an affordable price. We want customers to feel like they’re getting value. Our Ambassador Pack lets you build an entire outfit at a great price. Our Prime Polos offer a modern European look, not the traditional full collar but still with three buttons. We like to think we’re at the forefront of creating our own style – like our hoodie with a side zip.
We also offer traditional Clima Golf Trousers, which are lightweight and have spandex for comfort. At the same time, we have a full range of shorts and golf joggers with elasticated cuffs. Whether you prefer a classic look or a more modern style, we have something for you.
What textiles and technologies are you most proud of?
It’s a mix. We have traditional pique cottons, but our polyblends are designed for performance – keeping you cool in warm weather and warm in cooler conditions. Being from Scotland, we focus on layering. Our mid-layers include fleece-lined options with an athletic fit. We also serve customers in warmer climates like central Europe, so our Thermalite range is soft and breathable, perfect for summer.
As a fashion-forward company, are you seeing demand for apparel that transitions from the course to the clubhouse or even the pub?
One hundred percent. That’s one of the things that frustrated people about golf – why wear something that only works on the course? No one wants to finish a round and have to change into something else. Our range is designed to be stylish both on and off the course. We take major influence from Ireland, Northern Ireland and Scotland, where good post-round drinks are part of golf culture. While we don’t explicitly design with the pub in mind, our polos, quarter-zips, and sweaters are absolutely casual-ready. We want our apparel to be versatile – golf gear that doesn’t scream golf gear.
What’s next for Druids Golf? Any exciting innovations, collaborations, or expansions?
Every day is a school day for us. We have a strong grip on the European markets – UK and Ireland in particular. Over the past year, we’ve seen steady growth in Australia. Looking ahead, we’re launching golf shoes in Q2, which is a huge milestone. Our junior range is expanding and we’re introducing a women’s line in Q2/Q3. There’s a lot happening.
Unlike traditional brands that release spring/summer and autumn/winter collections, we operate differently. We drop new products every month. We want to be seen as a premium brand in the space that doesn’t sell out and disappear. Our staples are always available, but we keep things fresh with frequent new releases. Being an e-commerce-driven brand (95 percent direct-to-consumer), we track trends in real time and give people what they want. It’s not just a slogan – it’s how we operate.
What’s your favourite product since Druids Golf started?
That’s a tough one! Our golf joggers have been a great addition, but if I had to pick, I’d say the Horizon Polo. It showcases our breathable technology while offering a stylish look. Every new drop has something that challenges the previous favourite. If you haven’t seen or felt the product yet, we’d love to send you something – seeing is believing. Our growth hasn’t happened by accident. Once someone buys from us, they keep coming back, and that tells us we’re doing something right.
