Here to build the best golf kit and community in the world.

Golf has become something I genuinely love.

After leaving the military, professional sport, and later becoming a founder and a dad, it gave me back something I'd been missing: time outside with friends, competition, terrible banter, and a few hours where everything else disappears.

Years in Special Forces and representing England Sevens taught me the value of equipment you trust without thinking about it. Kit that's built properly. Kit that performs when you need it and disappears when you don't.

The more I played golf, the more I felt the clothing didn't match the experience.

Too much of it felt driven by trends rather than function. Too much of it assumed perfect conditions. And if I'm honest, I never felt comfortable walking into a coffee shop or pub before or after a round looking like I'd just stepped off the first tee. Plenty of people like that look, and that's absolutely fine. It just isn't me.

I wanted clothing I could pull on in the morning, play 18 holes in wind and drizzle, then wear straight into the pub afterwards without feeling the need to change.

I also became fascinated by what golf clothing is made from. In a market dominated by synthetic performance fabrics, I wanted to explore whether natural materials could do more. Merino, cotton, wool and other fibres have incredible qualities that often get overlooked. That doesn't mean avoiding synthetics altogether—they're the right answer in many situations—but using them only where they genuinely make the product better.

The more questions I asked, the more I realised there was an opportunity to build something different.

HOLDFAST exists to build the best golf kit we possibly can. Not the loudest. Not the most fashionable. Simply clothing that's thoughtfully designed, rigorously tested and built for people who love walking the course in whatever the weather decides to throw at them.

If we do that well, everything else will follow.