Manors is a London golf label founded in 2019 by two school friends who could not find clothes they wanted to play in. Seven years on it sells Polartec polos, recycled technical trousers and quarter-zip mid-layers — which is remarkable mainly because the brand was built on the argument that none of that matters.
The founding pitch was explicit. Jojo Regan and Luke Davies had been playing together through the summer of 2018 dressed nothing like golfers, and concluded that the industry was solving a problem they did not have. Nick Watts joined as Fashion Director and pointed the aesthetic at golf’s golden age — Palmer, Player, Nicklaus — under a line the brand still uses: personality before performance.
The brand went dark on social in spring 2023 and came back as a technical golf brand. What follows is who they were, what changed, the three collaborations that mark the arc, and what is actually hanging on the rail now — because the most interesting thing about the current range is that both halves of the argument are still on it.
Photography · Manors JournalThe clearest read on Manors is not the product page. It is the Journal — trips to Royal Dornoch, Machrihanish Dunes, Arizona and the Players, shot like a magazine rather than a catalogue. The clothes are on people who are playing badly in weather, which is the argument the brand has been making since 2019. All photography below is Manors’ own.
Regan grew up in the game. Davies came to it late. They played together through the summer of 2018 dressed completely differently — Regan in nothing that resembled golf clothing, Davies in streetwear — and the gap between what they wore and what the industry sold them became the business.
The critique was not that technical apparel was bad. It was that it was aimed at the wrong person. “The game is very committed to focusing on the technical side, the performance, hitting bombs, hitting the balls harder, faster and further,” Regan told Hypebeast in 2021. “We were just about trying to break 90, or 80 on a very good day.”
The second half of the pitch was about class, and it is the part that has aged best. Manors’ own site called golf “the snobbish sport of suburbia” and its perception “uptight, entrenched in tradition and deeply unstylish.” Regan put it more plainly: the country-club stereotype “frustrates us because it’s wrong. You have hackers up and down the country who aren’t part of a club, or are part of a club because it’s a community. That message was being lost.” The brand backed it up by endorsing Adem Wahbi, then ranked among the world’s top 50 golfers with disabilities.
In spring 2023 Manors deleted its social history and started again. The repositioning was called A Change of Course, handled by Stink Studios, and it moved the brand from a heritage-leaning lifestyle label to a technical golf brand — the exact category the founders had spent four years arguing was solving the wrong problem.
The reported results are strong, with one caveat about where they come from. A marketing case study of the reposition puts Manors up 859% year on year with a shift away from wholesale toward direct-to-consumer. That figure comes from an industry newsletter rather than a filing or trade press, so hold it loosely. What can be seen from outside is harder to argue with: a Harrods stockist, a Reebok collaboration, and Manors turning up as a playable skin in 2K’s PGA Tour 2025.
The reversal reads less like a contradiction the closer you look at the clothes. The original argument was about who golf apparel was designed for, not what it was made of. A Polartec polo cut loose enough to wear off the course is still answering Regan’s question; it just stopped pretending fabric was the enemy.
The range of terrain is the other tell. A brand arguing that golf clothing was designed for the wrong person has to show the clothing on courses that are not the same manicured parkland every time — Scottish links in a gale, Arizona desert, a clifftop above the Atlantic, pine straw in Florida. The kit reads the same in all four.
Collabs · adidas, Reebok, Gentleman JackThree partners in five years, and they get progressively stranger: a sportswear giant, a footwear icon, and a Tennessee whiskey. The adidas capsule is the one that explains the brand’s sense of humour; the Reebok run is the one that put Manors on American feet.
Post-2023 · The Technical LineThis is the half of the range that would not have existed in 2021. Polartec, recycled fabric, tech mid-layers, packable shells — the vocabulary of exactly the technical golf apparel the founders originally said nobody needed.
Carried Over · The Original ArgumentThe reposition did not erase the original brand. The golden-age research Nick Watts describes — archive footage, Getty images of majors, the crowds as much as the players — is still visible in the cuts and the knitwear.
Jojo Regan and Luke Davies, school friends who reconnected over golf as adults, set up Manors in London in 2019. Regan is a lifelong golfer; Davies came to the sport later. They were joined by Nick Watts as Fashion Director, who shaped the brand's look around golf's golden age.
In spring 2023 Manors wiped its social channels and relaunched — a repositioning it called 'A Change of Course', handled by Stink Studios — moving from a heritage-leaning lifestyle label to a technical golf brand. It is a genuine reversal of the brand's founding pitch, which was that golfers did not need technical apparel.
By the available accounts, yes. A marketing case study of the repositioning reports the brand up 859% year on year with a shift from wholesale to direct-to-consumer. That figure comes from a single industry newsletter rather than a filing, so treat it as indicative. What is independently visible: a Harrods stockist, the Reebok collaboration, and Manors appearing as a playable skin in 2K's PGA Tour 2025.
Three notable ones. adidas Golf, 'The Beautiful Game' in SS21, a golf-meets-football capsule launched against The Open and Euro 2020 whose crest swapped England's three lions for three golf irons. Reebok, first in June 2025 as a ten-piece collection with the OG Pump Golf and Club C Revenge, and again in 2026. And an ongoing Gentleman Jack® partnership with Jack Daniel's.
London. The brand sells direct through manorsgolf.com with US dollar pricing, and is stocked at Harrods among other retailers. Prices in the current range run about $48 for a course cap to $284 for the Gentleman Jack merino crewneck.
Both, and the range splits cleanly. The Outsider pieces use Polartec, the Greenskeeper line uses recycled fabric, and the quarter-zip mid-layers are built as mid-layers. Alongside them sit a knitted baker boy cap and a reversible V-neck vest that make no performance claim at all. The rebrand added a technical half rather than replacing the original one.
It is the line the brand used at launch, drawn from studying Arnold Palmer, Gary Player and Jack Nicklaus — the argument that how golf looked in its golden age counts for more than marginal fabric gains. The phrase predates the 2023 reposition, which is part of what makes the reposition interesting.
