Sounder makes the golf clothes that a well-dressed person already owns: cotton polos, good knitwear, a decent chino. It has done that in the same voice since it launched in 2021. What sets it apart is the point of view. The founders decided early that golf clothing did not need to look like golf clothing, and every piece since has held that line.
The knitwear is the reason to know the name. The Eden knit, a cotton and cashmere rib with raglan shoulders and thumbholes, is the one we would buy first. The Chunky Knit and the Big Mach rugby polo are close behind. Most of it goes in the washing machine, which matters more than it sounds.
For Austin, start with a Clean Lie polo at $102, the plainest shirt on the page and the easiest to wear anywhere. Add the Pac Mach jacket at $197 for the windy mornings between November and March, and keep the Eden knit for the two weeks a year it gets properly cold.
Sounder is the work of two Londoners. Cathal McAteer founded Folk, the menswear label, and has spent more than 20 years in clothing. James Day is a former PGA professional and club builder who founded Urban Golf, the London indoor golf venue. They met when McAteer came to Day to have a set of clubs built.
They planned the brand during the 2020 lockdown and launched it in March 2021 with polos, sweats, knitwear, trousers and shorts designed to be worn on the course and off it. Almost everything is made in Portugal from organic cotton. Since then Sounder has made a golf shoe with Grenson, a range with Random Golf Club, a clubhouse pop-up in St Andrews during the 150th Open, and a rain jacket with Protected Species. In 2023 Day started selling vintage clubs he had rebuilt himself.
Sounder was the brand of clubs Seve Ballesteros played when he arrived on tour in the seventies. The founders took the name, and the star, because Seve was the golfer who got them into the game. Day owns a set of Sounder blades forged for Seve himself.
The original story had been lost until Rochelle Trimble wrote to them. Her husband had been vice president of manufacturing at Pratt-Read, a piano-key maker in Ivoryton, Connecticut, that started a golf division, and she came up with the name. Pianos make lovely sounds, as she put it. The clubs sold at golf courses across the country until 1982, when a dam burst after a rainstorm and washed the warehouse into the river.
The brand tells the whole story in its own journal, and it explains the tone of everything else: affection for the game, and very little interest in the numbers.
Sounder is a British brand and dresses for British weather, so be honest about the calendar. The cotton polos are at their best from October to May. In July and August a heavy cotton jersey will soak through by the back nine, and a technical shirt will serve you better in that heat.
The rest of the year is where this brand earns its place. Central Texas gets a run of cold, windy mornings between November and March, and a light layer over a cotton polo is exactly what they call for. The Pac Mach folds into its own bag once the sun is up; the Himalayas gilet leaves your arms free; the knitwear covers the handful of properly cold days.
It also passes the test the founders set themselves. Every piece here looks right at lunch after the round, which is a lot of what makes a golf wardrobe useful.
Photography · Sounder’s ownSounder shoots on the links and in the evening light, with people who look as though they have just finished a round rather than a workout. The frame on the left is a first tee in low sun; the other two were shot on the course in England and Spain.
Organic cotton · made in Portugal · read 25 September 2026Sounder built its name on the cotton polo. The Play Well shape is underneath most of these, and they run $55 to $129.
Cotton, cashmere blend, Pima · read 25 September 2026This is where the brand is at its best. Every piece has sleeves long enough to swing in, and most go in the washing machine, at $136 to $190.
Fleece, ripstop, waterproof · read 25 September 2026These four light layers cover the cool months, from a packable ripstop at $197 to the Protected Species rain jacket at $372.
Cord, ripstop, cotton, leather · read 25 September 2026Two pairs of trousers, both marked down, sit with the three small things that finish the look, at $55 to $102.
Its founders, Cathal McAteer and James Day. The UK company register lists the two of them as the people with significant control of the business, which trades as Soundercommunity Ltd.
London. McAteer founded the menswear label Folk, and Day founded Urban Golf, the London indoor golf venue. Orders ship from the brand's London warehouse.
Sounder was the brand of clubs Seve Ballesteros played in the seventies, made by Pratt-Read in Ivoryton, Connecticut. The original company ended in 1982 when a dam burst and flooded its warehouse. The founders revived the name and the star logo.
Yes. The US store at soundergolf.com/en-us prices in dollars and ships by DHL Express. International customers pay any import duties, taxes and customs charges. TrendyGolf USA also stocks the brand online.
Mostly not, by design. The polos and knitwear are organic cotton, cotton-cashmere and Pima cotton rather than synthetic fabrics. The exceptions on this page are the Protected Species waterproof jacket and the Pac Mach ripstop.
On 25 September 2026 the pieces on this page ran from $55 for the Logo Cap and the marked-down Monterey polo to $372 for the Protected Species waterproof jacket. Full-price polos were $102 to $129 and the knitwear $136 to $190.
