The ratio is the story here. Hidden Links Society sells about thirty products and is documenting a hundred golf courses, and that is a lopsided way to run a clothing brand — which is the point. The catalogue is good on its own terms: real weight in the brass, an overshirt heavier than it needs to be, headcovers made in Oregon.
But the Public 100 project is what the shop is funding, and the 2% is accounted for rather than implied.
It suits the player who wants the purchase to point at something beyond the purchase. Eighteen pieces run $20 to $82.
Hidden Links Society sells thirty products and is documenting a hundred golf courses. That ratio is the most interesting thing about them, and it is the reason they are in here.
On the surface this is another small-batch golf brand doing rope caps and chenille patches. The catalogue is good — the brass has real weight to it, the overshirt is heavier than it needs to be, the headcovers are made in Oregon — but it is not, by itself, unusual. What is unusual is what they are doing alongside it.
Every price below was read from their own store on 17 September 2026.
A thirty-product brand is making a hundred-course documentary. This is the part nobody else is doing.
The Public 100 Project is Hidden Links Society playing, walking and documenting every course on Golf Digest’s Top 100 Public list — photography, short-form video, writing and maps, one course at a time. The ranking is Golf Digest’s and they say so; the project is theirs.
The framing is the good bit, and it is worded on their own page like this: these are places anyone can book, step onto and experience — “no memberships, no private gates, no invitations required.” Some of the list is already played. Most of it is not. They describe the whole thing as a living document.
It matters because it is expensive and slow and does not obviously sell hats. A brand that wanted quick revenue would run a discount code, not drive to Nebraska. Landmand and Wild Horse and The Prairie Club are on that list next to Pebble Beach and Pinehurst, and getting to all of them is a multi-year commitment for a company whose entire catalogue would fit on two tables.
It also lines up with what they say they are for. Their mission page is blunt about wanting fewer stiff collars and fewer closed doors, and a project built entirely around courses you can just book is the argument made in practice rather than in a brand deck.
A number small enough to be real and stated plainly enough to check.
Hidden Links Society give 2% of every purchase to Youth on Course, the nonprofit that gets its members onto more than 2,000 courses for $5 or less a round. That is their figure and their description, printed on their own site, and it is the kind of commitment that is easy to verify and hard to quietly drop.
Two per cent is not a headline number, which is rather the point. It is a share of revenue rather than a share of profit, it applies to every order rather than to a special collection, and it points at the same thing the Public 100 Project points at: getting more people onto more golf courses for less money.
The six most recent things they have made, newest first.
Where the brand started and still the deepest part of the range.
Brass, sherpa, ripstop and one art print.
A small golf apparel and accessories brand selling headwear, headcovers, overshirts, tees, brass tools and art prints, direct through its own store. Its stated mission is to make golf less exclusive — in its own words, to bring streetwear attitude to the fairway. It also donates 2% of every purchase to Youth on Course and runs a documentary series called The Public 100 Project.
Hidden Links Society's long-form documentary series playing, walking and documenting the courses on Golf Digest's Top 100 Public list — one course at a time, through photography, short-form video, writing and maps. The brand describes the courses as places anyone can book with no memberships, no private gates and no invitations required. Some are already played; the rest are still ahead.
No. They are unrelated companies with similar names. Hidden Links Society is the apparel and accessories brand at hiddenlinkssociety.com. Hidden Links Golf is a separate business at a different domain.
Read on 17 September 2026, the range runs from a $6 enamel pin to an $88 framed print. Hats sit between $32 and $48, headcovers between $40 and $82, tees $43 to $48, and the heavyweight Society Overshirt is $78. The Ransom Note rope caps are half price at $15.
The brand does not name a founder anywhere on its site, and we could not find a named founder in any published interview. All of its copy is written in the first person plural. We have quoted the brand rather than an individual throughout this piece for that reason.
Several pieces are sold as preorder or made to order rather than from stock, and the brand states timings on the individual product pages. As of 17 September 2026 the Play Faster fairway cover is listed as shipping the first week of October, and the made-to-order tees and overshirts ask for roughly two weeks.
