What Is Fore All? The Women's Golf Brand Built by Two Beginners

Victoria H. covers the women's game for DORMIED, from apparel and equipment to the brands building for players the industry has historically overlooked.

Fore All is a women's golf apparel brand from Salt Lake City, Utah, co-founded by Jen Clyde and Michelle Money, who began posting videos of themselves learning the game together and discovered how many women wanted to follow along. It launched in August 2021 with community golf events, released a full product line in March 2023, and now sells apparel, golf bags, balls and accessories designed for women in inclusive sizing, with most pieces priced between about $100 and $160. In June 2026 it released a Barbie collaboration with Mattel, timed to the U.S. Women's Open in Los Angeles.

In one sentence: Fore All is a Utah women's golf lifestyle brand co-founded by Jen Clyde and Michelle Money, known for fashion-led apparel in inclusive sizing, a community built on social media, and collaborations with Barbie, the LPGA, Cynthia Rowley and Khalhon.

What Is the Fore All Brand?

Fore All describes itself as a women's golf lifestyle brand, and the emphasis on lifestyle is deliberate. The clothes are designed to work on the course and away from it: dresses, skorts, polos and sweaters that read as fashion first. Inclusive sizing has been part of the pitch from the start, with styles designed around a range of women's body shapes and sizes.

The other half of the brand is community. Its stated mission is to make golf welcoming to women regardless of skill, and it has pursued that through social media, free educational content for beginners, and in-person golf events. By the company's account, that community grew without paid advertising, and the company says the business grew more than 300 percent in under two years. That figure is its own and has not been independently verified.

The result is a label that leads with style while promising the function to play in it, which is the gap its founders said they could not find anywhere else.

Who Founded and Owns Fore All?

Fore All was co-founded by Jen Clyde, its chief executive, and Michelle Money. The two decided to learn golf together, posted a video of their early attempts, and found a large audience of women who wanted to do the same. They also found that almost nothing they could buy was both functional on the course and stylish enough to wear off it. Events came first: the company says three sold-out golf weekends convinced the founders to start an apparel brand.

Clyde came to golf from business rather than the game. By the company's account she is a California native, a single mother of four, and a serial founder who started her first company at 25 and has since built five ventures across fashion, lifestyle and e-commerce.

The brand launched in August 2021, partnered with Worldwide Golf Shops in 2022, and released its first full line on 27 March 2023. That launch came with distribution through 30 Worldwide Golf Shops stores from April 2023, with select pro shops in the United States and Canada announced alongside. Former Masters champion Mike Weir was named among its early supporters.

Fore All remains founder-led, with Clyde as chief executive.

What Does Fore All Sell and What Does It Cost?

The range now covers almost every category a golfer could wear or carry. Apparel runs from polos, mock necks and sweaters to dresses, skirts, skorts, pants and outerwear. Golf products include bags, headcovers, balls and tees, and accessories extend to hats, gloves, shoes, belts, shoe bags and country club duffles. There is a youth line, and a small gift range for men.

Prices on the brand's own site as of October 2026:

That puts Fore All in the same broad territory as other women-led golf labels such as Byrdie Golf, premium but well short of luxury, with most core pieces between about $100 and $160.

Which Brands Has Fore All Collaborated With?

Collaborations are how Fore All has widened its reach, and the list is unusually broad for a brand of its age.

The biggest is with Barbie. In June 2026, Fore All and Mattel released a Barbie collection across apparel, accessories and equipment, built around the Erin Dress in an allover Barbie checkered print, with a vegan leather Barbie golf bag and a youth range alongside it. Fore All timed the launch to the U.S. Women's Open at Riviera, opening a pop-up on Melrose Avenue and, in Clyde's words, setting out to "paint the town pink." We covered the Melrose takeover and the pink bus at the time.

The brand's site also lists collections with the LPGA, with the New York designer Cynthia Rowley, and with Khalhon, the Seoul golf brand that worked with Sean Wotherspoon. Taken together, that spans the women's tour, American fashion and Korean golf style, which is a clear statement of where Fore All wants to sit: between golf and fashion, rather than inside either.

How Is Fore All Trending on the DORMIED Index?

Source: DORMIED Index, August 2026 snapshot. The DI score is a brand's global search interest relative to the most-searched golf brand, which scores 100.

Fore All is growing. It has climbed 18 places in a year and its monthly searches are up by half, from 4,400 to 6,600. The three-month rise of 22.4 percent spans the Barbie launch. At 82nd of 215 it is still a mid-table brand, but it is moving in the right direction.

What Do People Ask About Fore All?