There is a particular kind of confidence that comes from knowing exactly what you want to make and making it without apology. Maejer Golf has that from day one.
The brand launched in 2024 with a first collection of polos, windbreakers, gilets and outerwear built for the round and the rest of the day. It sells online, ships worldwide, and arrives with a point of view most new golf brands spend years trying to find.
Make it stand out
The Brand
Maejer is built around a simple brief. Traditional golf, contemporary design, real performance. Not performance gear pretending to be fashion. Not fashion hijacking the game. Something in between that understands both and apologises for neither.
It is a brief that sounds straightforward until you try to execute it. Golf fashion has spent the last decade pulling in two directions simultaneously. On one side, the performance brands have got better and better at technical clothing that works on the course but looks like it belongs in a running shop. On the other, the lifestyle brands have moved into golf with beautifully considered pieces that fall apart the moment the temperature drops or the rain arrives. The space in between, clothing that genuinely performs and genuinely looks the part, has been harder to occupy than it sounds.
Maejer's answer to that problem starts with an origin story that is disarmingly honest. It started on a golf course. A round that did not matter, and a conversation about why nothing they owned felt right to wear on it. Not good enough technically, or not good enough aesthetically, or simply not good enough as a thing to put on in the morning and feel right about. Most brands would dress that up. Maejer put it on their website.
The Founders
Mason Mount spent his career at Chelsea before moving to Manchester United in 2023. His time at Old Trafford has been disrupted by injury more than either he or the club would have wanted, but he describes Maejer as a brand he has been creatively involved in from day one. Not a vanity project, not a licensing arrangement. Something built from genuine love of the game.
Owen Farrell is English rugby. Saracens, the British Lions, 112 England caps. A player whose entire career has been defined by composure under pressure and a very specific kind of controlled aggression. After a season at Racing 92 in France he has returned to Saracens, and he does not seem like someone who launches things lightly.
Behind the product sits James Gullick, formerly a senior creative at Represent. This matters more than it might appear. Represent spent years building one of the most credible independent menswear labels in Britain, a brand that understood the difference between looking relevant and being relevant. Gullick carries that understanding into Maejer. He knows the difference between clothing that looks good in a campaign and clothing that holds up when someone actually wears it.
Three people. Different worlds. One very clear point of view.
The Collection
The Flight Bomber at £140 is the piece that says it all. Anorak-inspired silhouette, rugby stripe detailing in black and off-white, four-way stretch, DWR finish. Distinctly sportswear in feel without abandoning the performance brief. The kind of piece you wear off the course and do not have to explain.
The Elements Windbreaker at £125 follows the same logic. Available in black grid and stone, it carries an oversized logo on the back that manages to feel bold and understated at the same time. The Condition Jacket at £120, in black and taupe, is the more understated option for those who want the performance without the statement.
The polos are where the quiet luxury argument gets made most clearly. The Origin Polo at £65, available in black stripe and white stripe, nods to golf's heritage with ribbed cuffs and contrast tipping while keeping the silhouette relaxed and modern. The Mock Neck Polo takes a more minimal approach, clean enough to wear on or off the course without adjustment.
Accessories complete the picture without overcomplicating it. Logo caps at £35, socks at £15. Everything priced at a level that takes the brand seriously without pricing out the golfer it is actually built for.
The most recent shoot took the collection to Scotland, links courses, proper conditions, the kind of golf that tests both the clothing and the people wearing it. The images are confident without being overproduced. The kit clearly holds up.
The Verdict
Maejer Golf is doing something genuinely interesting in a space that is becoming increasingly crowded. The British golf apparel market has expanded significantly in the last three years, and the gap between performance and lifestyle has narrowed to the point where most new brands are competing on essentially the same brief. What Maejer has that most of them lack is a clear story about why the brand exists and who it is for.
The founders are not window dressing. Mount and Farrell are both serious sportspeople who understand what it means to perform under pressure and what it means to care about how you show up. Gullick understands product. The combination produces something that reads as considered rather than commissioned.
It is early days. The first collection is tight and focused rather than expansive, which is the right call for a brand finding its feet. The question for the next collection is whether they can maintain the point of view while broadening the range.
On the evidence of what they have already made, we think they can.
Full collection at maejergolf.com. Follow @maejergolf.