The most telling thing about Casualist is what Elie Reboul refused to throw away. He renamed the brand from Casual Pro because the name needed to grow up — the move post of April 2024 is still signed by the Casual Pro team, so the change came after that — and then kept selling the old snapback, which is still the best-seller with the previous name stitched across the front.
The Weekend Pique Polo at £95 is where the grown-up version shows: made in Portugal, cut closer than an American golf polo, plain enough to wear somewhere that is not a golf course.
This is for the player who wants a European cut and does not need the shirt to announce the sport. The range opens at £38 for the hat that started it.
The best-selling item Casualist makes has the wrong name on it. The Casual Pro Snapback is the oldest thing in the catalog, it restocked this month, and stitched across the front is CASUAL PRO, SINCE 2023, LEISURE APPAREL, MELB – LDN – LA. That was the brand before this one.
Elie Reboul renamed it. His explanation, on the about page, is two sentences long: the spirit was right, but the name needed to grow up a little. Casualist is the version with sharper details and a clearer point of view. What he did not do is retire the old hat, and the archive section still sells a navy coach jacket with CASUAL PRO in block type across the back.
The brand is West London. It says so on the Two Tone Course Cap, under the words Leisure Goods. Everything is designed there and most of it is made in Portugal, with fabric chosen for how it feels after eighteen holes rather than how it reads on a screen. The test they apply to anything before making it is whether they would wear it properly and repeatedly, not once and not for the photos.
Seventeen products. Polos with collars soft enough to pack, tees that carry the jokes, a cardigan vest meant sincerely for a drizzly Tuesday, pleated trousers cut closer to trousers than to golf pants. And, at the bottom of the catalog, a £12,000 electric golf cart in cream with a striped canopy.
Casualist is not a London brand that grew up in London. It is an Australian one that moved. On 2 April 2024 the brand — still trading as Casual Pro — posted that it had gone “from the sunny shores of Melbourne, Australia, to the historic streets of London, UK.” The post is signed by the Casual Pro team, and it is blunt about the trade being made.
Australian and American golf, the brand wrote, is “all about kicking back” — less fuss about dress codes, more room for a label built on jokes and soft collars. Britain was the opposite bet.
“things are a bit more buttoned-up in the UK. There, tradition still holds sway, and golfers tend to stick to more formal attire”— the Casual Pro team, announcing the move, 2 April 2024
A brand that moves toward the strictest dress codes in the game has to decide what it is willing to lose. What Casualist kept is the humor — the team signed off that a good sense of humor “can beat even the gloomiest English weather” — and what it added is the part that gets you through the gate: collars, merino, pleats, Portuguese make. The Grazer Cardigan Vest at £185 and the Pleated Golf Trousers at £160 are not Melbourne pieces. They are what the move cost, and they are the two things on the site most likely to be mistaken for old British golf.
The rename came later, and the brand never scrubbed the first one. The £38 Casual Pro Snapback is still the oldest thing in the catalog and still carries the original logo. The Facebook page is still filed under casualproclothing. The Windbreaker Coach Jacket carries CASUAL PRO across the shoulders and, underneath in small type, master of none, enthusiast of many — the same phrase The Wedgies used to describe the brand's philosophy when Elie Reboul went on the show in May 2024. That jacket is the photograph at the top of this page.
Partly, and the honest answer is more useful than a yes. Casualist is designed in London, made mostly in Portugal, priced in pounds, and founded in Melbourne. Which of those makes a brand British depends on what you are actually asking.
Yes, and specifically West London — the Two Tone Course Cap prints it under the words Leisure Goods. The house line is that fabrics are picked for “how they actually feel after a full round, not just how they photograph,” which is a British weather argument whether or not it is framed as one.
No. Most pieces are made in Portugal, which is where a great many European golf and knitwear labels have their cut-and-sew, and the brand says so plainly on its own about page rather than leaving it to be discovered.
The brand is run out of West London by its founder, Elie Reboul, and arrived from Australia in 2024. If the question behind the question is whether buying it keeps money in a small independent rather than a multinational, the answer is yes — it is one person's brand with 23 products.
Casualist belongs to a specific cohort: small British labels that treat golf clothing as clothing first. Manors is the most established of them and the most overtly heritage. Sounder, also London, runs colder and more technical. Fyfe works the accessory end, Bunker Mentality the loud end from Nottinghamshire, and Royal Albartross the shoe end. Casualist's position in that group is the softest collar and the driest joke. The whole set is in our brand index.
Photography courtesy of Casualist
Elie Reboul. The about page on their site is signed simply “Elie, Founder.”
No. It started as Casual Pro. In the brand's words: “The spirit was right, but the name needed to grow up a little.” The original Casual Pro snapback is still sold, still the best seller, and still carries the old logo.
West London. Their Two Tone Course Cap has “Casualist Leisure Goods West London” embroidered on the front, and the Casual Pro snapback reads MELB – LDN – LA.
Designed in London, and most pieces are made in Portugal. Their stated reason for the fabrics they choose is how they feel after a full round rather than how they photograph.
British pounds. Prices on this page are the GBP figures from their own store, not converted.
Seventeen products: polos, mockneck and heavyweight tees, a sweatshirt, a cardigan vest, a ripstop jacket, pleated trousers, four caps, a ball marker, and an electric golf cart.
It is listed on their store at £12,000 with a soft cream finish, striped canopy and electric drive, and the listing asks you to enquire for full specifications and delivery. It is currently sold out.
The ball marker at £15, followed by the Casual Pro snapback at £38 and the caps at £45.
London now, Melbourne originally. The brand began as Casual Pro in Australia and announced its move to the UK on 2 April 2024. It is based in West London.
Designed in Britain, made in Portugal, founded in Australia. It is a British-based independent rather than a British-manufactured one, and the brand is open about the Portuguese make on its own about page.
The brand's own explanation, in April 2024, was that Australian and American golf is relaxed about dress codes while in the UK “tradition still holds sway.” It moved toward the stricter market on purpose.
It is the brand's own line, printed in small type on the back of the Windbreaker Coach Jacket. The Wedgies used the same phrase to describe the Casual Pro philosophy when Elie Reboul appeared on the show in May 2024.
