Puttwell is a golf brand made by people from the music world, and it shows. It started in Hawaii in 2021 with a crew from music and art, including Jami Ablan, a DJ with the Nocturnal Sound Crew, and it still dresses like it: a tagline of “Know your roll,” a Deep Cuts tee about the overlooked tracks, and a collaboration with Extra Butter called Drop Zone, a golf rule and a needle on vinyl at the same time. The brand promise fits on a business card: “dress well, play well, treat others well... Puttwell.”
Its best work is the Hawaii work. The Sig Zane collection put the kou flower on polos and caps, and the Waikahalulu capsule with Sig On Smith maps Honolulu’s Chinatown into a tonal jacquard polo and Puttwell’s first golf bag. That sense of place is what separates it from the dozens of streetwear-golf labels that started around the same time. The everyday line — clean stretch polos, a wind jacket, putter covers and ball markers — is solid and fairly priced, from $10 markers to $120 layers.
Puttwell started in Hawaii in 2021, founded by what the brand calls “a collective of individuals heavily connected to both creative worlds: music and art.” Jami Ablan, a DJ with the Nocturnal Sound Crew, is one of them, and the brand has kept that crew feeling. Its own account of why it exists is about who gets to play: Puttwell “was born with a fundamental belief in fostering inclusivity within the realm of golf,” and it treats the game as “social connectedness and a shared time that brings people together.”
After a quiet 2024, it came back in February 2025 with an event at the WM Phoenix Open, hosted with Seamus and the lifestyle brand Timeless. The Sig Zane collection followed: eleven pieces built around the kou flower, a native Hawaiian bloom, launched with a two-day pop-up at the International Market Place in Waikiki, with putting contests, long-drive competitions for new clubs and a DJ set from Ablan. Drop Zone, the collaboration with Extra Butter, took the golf-and-vinyl idea to New York, and the Waikahalulu capsule with Sig On Smith brought it home to Honolulu’s Chinatown.
The brand now sells from Hawaii to Los Angeles, New York, Japan and Australia, but it still dresses like a group of friends who play together and make clothes about it.
The honest caveat: it is a small brand that moves in drops. It went quiet for much of 2024, and right now only about 30 styles are in stock, many down to one colour or a few sizes. If something catches your eye, buy it now. Prices were read on Puttwell’s own store on 4 October 2026.
WaikahaluluPuttwell's own photos from the Sig On Smith capsule.
Seven picks · $25–$325The Waikahalulu capsule with Honolulu’s Sig On Smith is built around Chinatown, with a map print, a tonal polo and Puttwell’s first golf bag. Plus the Drop Zone vest with Extra Butter and the last of the Sig Zane collection. Several are down to one size.
Know your roll
Eight picks · $80–$120The everyday line: clean stretch polos, a wind jacket, two vests, a mock neck and a short. These are the pieces with full size runs.
Deep cuts
Five picks · $25–$50Where the music comes through: Deep Cuts for the crate-diggers, Know Your Roll for the tagline, and the wordmark tees. Two are marked down.
On the green
Nine picks · $10–$45Putter and driver covers, magnetic markers, practice discs and a towel. Most of the covers are half price right now.
Hawaii. Puttwell was founded in 2021 by a collective from music and art, and now sells from Hawaii to Los Angeles, New York, Japan and Australia.
A group of creatives from music and art. One of the founders is Jami Ablan, a DJ with the Nocturnal Sound Crew. The brand does not name the others on its site.
It is Puttwell's tagline, and it appears on tees, towels, ball markers and putter covers. The Know Your Roll tee spells it out: know your roll, play your game.
A capsule with Sig On Smith, a creative house in Honolulu's Chinatown. It includes a jacquard map-print polo, Country Club tees and Puttwell's first golf bag, which cost $325 on 4 October 2026.
Sig Zane Designs in Hawaii, the New York boutique Extra Butter on the Drop Zone collection, and Sig On Smith on the Waikahalulu capsule.
