Sierra Madre

Founded 2020 · Austin, Texas, USA

Apparel & Footwear

#170

Global Rank

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Sierra Madre came out of an investment banking analyst deciding she was tired of being excluded from the networking that happens on a golf course. Bonny Riddle picked up a club in Dallas, found the apparel options actively discouraging, and met Michelle Anderson in a yoga class in Austin; the brand followed in 2020. The aesthetic is western spirit meets female gaze, and the colour palette pointedly avoids the shades of pink that dominate the category. Its most talked-about product is not a polo but the Ball Marker Hair Clip, an accessory that solves a real problem and gets picked up by Golf Digest every time it appears, and the assortment runs tops, skorts, dresses and accessories at what the brand calls honest prices. It has been featured in Vogue, Vanity Fair and Golf Digest and carries at Golf Galaxy, which is meaningful shelf space for a brand this size. Sierra Madre is one of the sharper positioning jobs in the new women's cohort: the clothes are understated, the voice is not, and the accessories are doing more brand work than the apparel.