Manors Golf is from London, England. The brand was founded in 2019 by Jojo Regan, Luke Davies, and Nick Watts, three friends with a shared frustration that golf clothing in the late 2010s was stuck in a stylistic time warp. The headquarters sits at 45 Wandsworth Bridge Road in Fulham, southwest London. The geographic identity matters to the brand. London is the spine of British golf heritage, and Manors has built its aesthetic around tapping that history.
The founding story is more interesting than the typical streetwear-meets-golf origin. Jojo Regan grew up playing golf and stayed with the game into adulthood. Luke Davies, a school friend, came to golf later. The two reconnected over rounds at London courses and noticed something both of them found ridiculous: every golf apparel option in the late 2010s was technical performance wear designed for tour players, marketed to weekend golfers who would never break 90. The two of them did not need a moisture-wicking polo to shoot 92. They wanted to look like the people they admired from the sport's golden era.
The Heritage Reference Point
Manors leans hard on the late-1960s through mid-1970s aesthetic of British and American golf. Arnold Palmer. Gary Player. Jack Nicklaus. The era when golfers dressed sharply enough that the gallery often looked as good as the players. Manors brand director Nick Watts spent the early years of the company trawling YouTube and Getty Images archive footage of golf tournaments from that period to inform the brand's visual language. The result is a product line that mixes argyle cardigans, wide-leg trousers, structured polos, and tailored knitwear, all updated with modern technical fabrics and fit.
The brand's positioning has been described as "if Arc'teryx and Rapha had a baby that played golf." The reference points are deliberate. Arc'teryx for the technical quality and performance fabric integration. Rapha for the heritage cycling-meets-modern aesthetic and the community-building approach to brand. Manors has built a similar community around the brand through events at iconic golf venues like Royal Dornoch in Scotland and Assoufid Golf Club in Morocco, with members traveling to Manors-organized trips.
What London Actually Means for the Business
Wandsworth Bridge Road is the brand's working address, but the geographic identity of London matters more strategically than operationally. London gives Manors immediate access to UK golf media, the European fashion scene, and the proximity to historic links courses that anchor the brand's aesthetic. The brand has hosted activations at The London Club, Pyrford Lakes in Surrey, and other UK courses that would be inaccessible to a brand based outside the country.
The wholesale distribution is global. Manors sells through Matches Fashion, Lane Crawford in Asia, and select boutiques across the US, South Korea, Germany, and Thailand. UK is the largest source of revenue at roughly 70 percent, with the remaining 30 percent split mostly between the US and Asia. Direct-to-consumer growth has been the fastest channel, with the brand reporting over 600 percent year-over-year DTC growth in 2023.
The DORMIED Take
The London headquarters is more than an address. It is the brand's most important strategic asset. Manors is leveraging British heritage golf imagery in a way that an American or Asian brand could not credibly do. Country club aesthetics, links course culture, Old Tom Morris references, and the visual library of post-war British golf are all native to the London-based founding team and would feel imported by anyone trying to replicate the playbook from a different country.
Compare this to Malbon, which is unmistakably Los Angeles in voice, or to Eastside Golf, which is rooted in American urban culture. Manors occupies the British heritage space, and the location at Wandsworth Bridge Road is part of what makes that authentic. The geography is brand strategy, not just operations.
For now: London, England. Founded 2019. Three founders, all British. Heritage references that only a London-based team could pull off convincingly. The address is the point.
