There is no studio and no swing sequence. Sugarloaf took the new jackets to an Irish links and shot two friends in red and yellow beanies carrying pencil bags under a grey sky, with a rainbow nobody planned. It looks like a trip, not a campaign, and that is the point.
The Windcrew is the news. It is a roomy 90s pullover, and the navy one puts purple panels down the sleeves where most brands would play it safe. The Tech Jacket is the vest fabric with sleeves added, and its Glow Green, a pale mint with a blue zip, is the colour we did not expect in a fall drop. The rest stays quiet: small SSC arrows, clean zips.
The joke is the covers. The Hidden Gem putter covers are bright blue nylon with the brand’s illustration, loud next to the muted jackets, and very Sugarloaf. Our pick is the Windcrew at $150. Prices were read from Sugarloaf’s store on 27 September 2026, in US dollars. More in our Sugarloaf Brand to Know and its spring collection.
Seven pieces · the reason for the dropThe Tech Jacket and Windcrew are new this month. The vest and windshirt came in over the summer and belong in the same stack.
Photography · Sugarloaf in IrelandSugarloaf shot the jackets on a links course in Ireland, in exactly the weather they are made for.
Three covers · made in the USATwo new nylon Hidden Gem putter covers and the leather Big Arrow for the driver.
Photography · Sugarloaf’s summer shootsThe vest, windshirt and polo came in earlier; this is how the brand shot them.
Two pieces · the base layerA striped polo for under the vest, and the socks Sugarloaf named after a sleeve of balls.
Ten products as of 27 September 2026. New on 22 September: the SSC Tech Jacket ($165), the SSC Windcrew ($150) and the Hidden Gem mallet and blade putter covers ($95 each). The collection also gathers the Tech Vest, Windshirt, Big Arrow Cover, Club Stripe Polo, Sleeve socks and a pair of milk glass mugs.
No. Sugarloaf calls it weather resistant: it handled a light sprinkle when the brand wore it in Ireland, but the brand says it is not fully waterproof.
The Windcrew ($150) is a new long-sleeve pullover with a 90s shape, roomy and stretchy. The Windshirt ($125) is a short-sleeve half-zip from late summer with a mesh lining and a vented back.
Sugarloaf says the Tech Jacket, Windcrew and Club Stripe Polo fit true to size. For the Windshirt it recommends sizing up if you are between sizes.
Ian Gilley. It began as a group of friends in 2011 and became a golf brand known for its collaborations and its recurring Hidden Gems collection.
