Fiori

Founded 2021 · Ventura, California, USA

Apparel & Footwear

#199

Global Rank

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Fiori is Italian for flowers, and Anthony Wagner chose it for two reasons: his heritage, and the idea that a customer blooms into the game rather than arrives already fluent in it. He founded the brand in Ventura, California in 2021 after playing competitively in high school, and the aesthetic is Italian sportswear filtered through Southern California surf, with collections drawn from the coastline between the 101 in Ventura and Montecito. The product favours pattern over graphics, which is a deliberate choice in a category where most small brands compete on logos: tonal-stripe mock neck polos, technical pique with collar tipping, the Veloce anorak-style shell built for golf, cycling and fishing, plus headcovers, bucket hats and heavyweight tees. Prices run roughly $40 to $185. Fiori sells direct and through HBX, which is meaningful for a brand this size because it places the product in front of the Hypebeast audience rather than the pro shop one. It is a multifunctional apparel play more than a golf-only one, and Wagner has said so.