There is a strange thing that has happened to golf clothing. At some point the game decided everyone needed to dress like they were testing new fabric rather than playing golf, all moisture-wicking, performance stretch, and technical everything. Somewhere along the way, a sport that once had more personality and soul than almost any other became remarkably good at making everyone look the same.
Manors Golf has spent the past six years pushing the other way. Founded in London in 2019 by Jojo Regan, Luke Davies, and Nick Watts, the brand grew out of a simple frustration: none of them could find anything in the pro shop they actually wanted to wear. A sweat-wicking polo was never going to be the difference between breaking 80 or shooting a 92, so instead of chasing performance, Manors leaned into character. The brand's own mantra, that golf is not a sport to be mastered but a game to be explored, sums up the whole approach better than any mission statement could.
That thinking pulls heavily from golf's golden age, Palmer, Player, and Nicklaus, when golfers looked like individuals rather than members of the same factory line. Manors takes that golden era coolness and reimagines it for the modern day. The result is clothing that is not only built for function, comfort, and character, but also for the everyday individual who wants to bring a more authentic sense of personality to the course.
(Harrington Jacket)
Their latest move is a second collaboration with Reebok, and this one has a name: The United Kingdom of Golf. The first collaboration leaned on Reebok's own archive, and on the memory of John Daly winning the 1995 Open wearing Reebok. This collaboration goes bigger. It steps away from one golfer or one moment in history, and instead dives into the strange, stubborn culture that is British golf itself. The collection includes two new colour ways of the Club C Revenge shoe, a Mock Neck Polo pulled from 90s football shirts, and a Harrington Jacket built to survive genuinely bad weather. Sam Torrance narrates the campaign, and it was shot the old school way, in-camera, with no digital trickery. Early access landed exclusively through manorsgolf.com on 12 August.
To get to know the brand a little better, and for some exclusive insight into this new collaboration, we sat down with Manors' creative director, Luke Davies.
Interview With Luke Davies of Manors Golf
You've said before that golf clothing shouldn't need buzzwords like "performance" and "moisture-wicking" to be worth wearing. For the golfers who have spent most of their life buying into that kind of gear, what would you say to convince them otherwise?
"I probably wouldn't try to convince them, to be honest. I think there's no truly original product left in golf apparel anymore, nothing anyone can't live without. The kind of buyer we try to target isn't necessarily putting performance first. They want to feel good and look good while they play. That said, we still care about our clothes performing at a high level, it's just that golf has traditionally made you choose between style and function. Most brands catered purely to function and left style behind. We try to bring the two together, so something can perform and still look good off the course too. But performance isn't the priority for us, and I wouldn't try to convince anyone otherwise."
What is one thing about modern golf fashion that you genuinely wish would disappear?
"I don't want to sound combative here, but my issue with golf apparel traditionally was that it catered to one type of golfer, and the culture around golf clubs was already so restrictive that you felt constantly told what to wear and what not to wear. So, I probably wouldn't want to turn around and do the same thing to other people. But from a personal perspective, I can't stand joggers. They're the epitome of a product trying to be stylish and, in my opinion, failing miserably. But that's just my subjective taste, I wouldn't tell anyone not to buy a pair, you just won't see Manors going near them. Generally speaking though, I think it's great that golf apparel can appeal to a wider market now. Different people with different tastes can find a brand that caters to them, and that's brilliant. I'm a big fan of it. I just want to make sure golfers who care about performance but also want to look good have an option like Manors to go to."
The Palmer, Player, and Nicklaus era is such a strong reference point for Manors. What do you think modern golf has lost from that period?
"There are a few things. You could point to the shape of the silhouettes and how tight everything is now, or the materials, a lot of modern golf brands rely very heavily on polyester and nylon. But for me the main thing is that back then there were so many distinctive styles. You could see a photo of Gary Player or Ben Hogan and know exactly who it was just from what they were wearing. Today there are very few players on tour who actually have a distinctive style. I wouldn't call out anything in particular, but as a general rule you just don't see that individuality coming through in modern golf wear anymore, and hopefully we can help change that."
The Harrington jacket and a lot of your other pieces would look completely at home in any pro shop from decades ago. How much of that is deliberate nostalgia versus just good design that happens to hold up?
"Probably a combination of the two. Fashion is circular by nature, trends always come back around, so that's bound to happen regardless. But we do think about it deliberately when we're designing a collection. We're always digging through the archives, looking for crossover lifestyle pieces that have been forgotten in the modern golf wardrobe, and figuring out how to bring them back while updating them for today. So, it's never purely a vintage nostalgia play, we're taking that item and trying to bring it into the 21st century, whether that's the material, the style lines, or the ventilation. The approach is never to just lean on nostalgia alone, but it's definitely an influence."
(Club C Revenge)
The Club C Revenge started life as a tennis shoe. What was the biggest challenge in turning something built for a hard court into something that actually works on a golf course?
"The joy of collaborating with a legacy brand as big as Reebok is that they know what they do well, and they know what we bring to the table too. They trusted us on the golf and apparel side, the storytelling and go to market strategy, and when it comes to footwear, they're one of the best in the business. We basically gave them the brief that we wanted to make a golf version of the Club C Revenge, and they took it away, did all the product development, and delivered something we were over the moon with. So very little credit on our end, really, we have the great people at Reebok to thank for that."
Out of everything in this collection, is there one piece you're personally most excited for people to actually get their hands on?
"The easy answer is the Club C Revenges, those shoes are amazing, you can wear them on the course and off it, and they're just such a clean trainer. I'm really proud of the colour palette we developed for this collection too, I think it's unique and stands out from every other Club C Reebok has done in the past. That would be my go-to answer, but from a personal, selfish perspective: the Pique Polos. The kind players wore in the 90s, boxy, loose fitting, 100% cotton, they're some of my favourite silhouettes, especially for polos. The problem is the originals are so heavy and unbreathable that they weren't actually that nice to play in, so we redeveloped this Pique block so the material is now really breathable and lightweight, but still has the hand feel of one of those old polos, with the exact same silhouette and cut that players like Tiger Woods wore in the 1990s. We sold out of those on the first day, unfortunately, but people will be glad to know the same polo and block is also available on the Manors website in three or four other colours and stripe options. It's my favourite thing we make."
(Pique Polo)
Getting Sam Torrance involved in this campaign feels like a genuine nod to golf's history rather than just a celebrity cameo. What did having him on board mean for how you approached this collection?
"This is a bit of a roundabout story. Sam Torrance's daughter, Phoebe Torrance, was at school with me, she's a model, director, and actress, and a genuinely talented filmmaker. We cast her in a minor role in our last spring campaign, and because she's a friend, she said yes. That's what first gave me the idea that Sam was at least aware of us, since he'd seen his daughter in one of our campaigns. So, when the concept for this collaboration came together, I knew I wanted someone from the British aristocracy of golf involved. We put together a shortlist of two or three names, and Sam was at the top of it, mainly because I think he has the best voice in the whole of golf. It was a deliberate play to have him involved, and I'm over the moon that he agreed to do it."
Where do you see Manors in the next few years, and is there a collaboration you're genuinely excited about that hasn't happened yet?
"We've been lucky enough to grow at a baseline of 100% year on year for the last three years, so the target is really just to maintain that, and I believe that there are more golfers out there who will resonate with our storytelling and our products. As for collaborations, yes, there are three planned over the next two years that I'm genuinely excited about, but unfortunately, I can't tell you anything about them yet. Collaborations are becoming an increasingly important part of our strategy, but I still think we will cap it at one or two a year. This is so we can make sure each one gets the same level of detailed product development and authentic storytelling."
Reebok will take the new collection global from 30 September.
