ANEW

Founded 2016 · Seoul, South Korea

Apparel & Footwear

#143

Global Rank

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ANEW is one of the brands that explains why South Korea, a country of 52 million, outspends the United States on golf apparel. Minkyu Park founded it in Seoul in 2016 and by 2022 it ranked fifth among Korean golf brands by reputation, behind PXG, Nike and J.Lindeberg. The proposition is in-house technical development paired with in-house design, and the result is apparel that reads as fashion first and performs like sportswear: four-way stretch, moisture management calibrated for a full eighteen, UPF-rated fabrics, and a colour and silhouette sensibility closer to contemporary womenswear than to anything in a Western pro shop. The brand runs retail in Korea, the US, Japan, China and Thailand, and has collaborated with New Era, FILA and Terra. ANEW is a useful stress test for the Index, because Korean golf apparel demand behaves differently from every other market DORMIED tracks. A brand can be a top-five name at home and register almost nothing in the UK. That gap is the story, not the noise.