The word calm can be used in different ways. It can be a noun, an adjective or a verb. When it comes to Quiet Golf, a contemporary sportswear brand based in Southern California, it’s more of a way of thinking. It describes QG’s approach to the game, its clothing, and even its new store.
If you’re someone with an affinity for streetwear, you’ll feel your heart racing a bit as you browse their website, where the store section is labeled as “Pro Shop.” The majority of items are made of natural fibers, the brand is tasteful and the use of patterns is measured.
But for Quiet Golf, the pro shop is no longer just a corner of the internet. It’s a real place located in Costa Mesa, where the brand opened its very first flagship store on July 8th. The store will primarily house its products, select guest brands, and HQ’s first-ever shoe model, a collaboration with PUMA Golf, for a limited time.
Although the golf scene is growing in Los Angeles with labels like La Brea-based Metalwood and Malbon’s new store just opening in West Hollywood, Quiet Golf believes its OC roots are part of what makes it unique. Most people know Costa Mesa for Huntington Beach and OG surf brands like RVCA, but the same way LA brands have made golf a culturally relevant sport among skateboarders, the same has happened among surfers. And Quiet Golf hopes its new flagship will become something of a cultural center for this demographic and the creative young people who have settled in the area.
The Quiet Golf team is primarily made up of three co-founders: Christion Lennon, who launched the Museum of Peace & Quiet brand, and brothers Raul Diaz and Diego Diaz, all of whom have a background in design and branding. We spoke to all three to find out more about the design and inspiration for the new store and how it fits with the brand’s ethos and also talked about its appearance at Paris Fashion Week.
Quiet Golf
Hypebeast: The word “quiet” is rooted in golf. You look at golf courses as a place to get away from it all, you go to pro tournaments and people are holding up signs that say “quiet please”. Is the use of this word intended to reinforce this feeling, or is it rather ironic in a way?
Christion Lennon: I think it’s a bit of both, it’s a pun. Golf for us is like meditation. Some run, others climb or mountain bike. But for us, golf is a way to get out, get away from your phone, and have some quiet time for yourself.
Diego Diaz: And that doesn’t necessarily mean you’re just playing golf, you know what I mean? It’s more that it quiets the noise of everyday life when playing golf.
And from a fashion standpoint, the golf industry has been obsessed with loud prints and crazy shirts. But Quiet Golf is kind of the opposite of that, isn’t it?
CL: Yeah, I mean, I’m not going to name names, but they’re kind of like stretchy, pink, really loud polo shirts, animal designs and stuff like that. And I feel like we’re going back to the very persistent Americana golf apparel classics. That’s kind of where I get my inspiration when it comes to designs.
“Some go for a run, some go rock climbing or mountain biking. But for us, golf is a way to get out, get away from your phone and have some quiet time for yourself. -Christion Lennon
Moving on, we know you just opened your first flagship store in Orange County, CA. For someone not so familiar with the area, tell us about Costa Mesa and why you chose this location.
CL: It’s definitely off the beaten track. It’s sort of creating our own path. It’s about 45 minutes from LA, between LA and San Diego in Orange County. But it’s actually a pretty big, low-key Costa Mesa-like fashion destination in Southern California.
We all live relatively close to her and decided that OC was where we wanted to put down roots. This is where we golf, hang out, have coffee, and where all our kids are here. It’s a small suburb, but it’s definitely a place we call home.
DD: Finally, it means being able to present our product the way we want it to be presented. You know, paying homage to traditional pro shops, country clubs, but also adding a contemporary twist to it. We’re in a lot of retailers and that’s cool, but we’re sitting on shelves next to brands and things that don’t necessarily fit us, which is anybody’s. So it’s just cool to fully manage our own space and we plan to bring close friends over to us and keep it really tight and organized. We also have a simulator in there, which is huge, and a putting green out front.
“We pay homage to the game and its history, but we are young entrepreneurs and creative people. For the contemporary touch to flow into the space, the materials that have been chosen. – Raul Diaz
Is it important for the brand to not only have an online presence, but also to interact with customers in real life?
Raul Diaz: Yeah, I think with golf there’s a big community building aspect. We’re all golfers, and ultimately having the store can be an anchor for hosting events, collab events and all that. We will be able to host many other brands and make partnerships outside of space. So it’s cool to have that and people meet us in general. Obviously, the digital space is huge and there is a lot of potential there. But brick and mortar is back after Covid, I think people want to relive things and go in and touch clothes rather than just seeing them online.
So I think there’s a lot of potential with that. And the community aspect is going to be huge, especially here in Orange County. To echo what Christion was saying, there are already a few brands doing this in LA, and the space is getting crowded. But Orange County has a lot of golf, there are a lot of creative young people in the space. It’s like we’re the new golfer and it’s just cool to have a space where people can come and shop and feel that.
Quiet Golf
What about inside the space? Who designed it and what is the aesthetic?
RD: I mean, it was a collaborative effort across our team. I do that on the side, interior design and all that. But ultimately, it was a collaborative effort for the design and function of the space. The aesthetic and inspiration was taken from the country club vibe, but not as stuffy. A little more contemporary, more minimal, just a trick.
It’s like our brand, we pay homage to the game and its history, but we are young entrepreneurs and creative people. For the contemporary touch to flow into the space, the materials that have been chosen. I feel like we have a lot of architectural aspects to the brand, and it shows in some of the graphics and the words that we use. So it’s fun to finally have it introduced as well.
“It says a lot to be able to be present as a golf brand at Paris Fashion Week, to present a golf collection. It shows you where the game is going. – Raúl Diaz
Quiet Golf was one of the few golf brands featured at Paris Fashion Week last month. What was the purpose of being there? Was it your first time there?
CL: Yes, we were showcasing our Spring/Summer 2024 collection, as well as a special collaboration coming out next year for potential retailers.
It was actually our first time. And I think for a golf brand to be at Paris Fashion Week is definitely a first. We could have done the PGA Show in Florida, and we can do the MAGIC Trade Show in Vegas. But I think we all come from a more streetwear, architectural and contemporary background, so starting with more fashion-focused retailers was a good idea.
RD: And just to add to what Christian was saying, it says a lot to be able to be there as a golf brand at Paris Fashion Week, showing a golf collection. It shows you where the game is going. As Chris was saying, the PGA Show and all these trade shows are going on all the time. But Paris? It just shows you that golf is seeping into the market and it’s super exciting to be a part of that culture.