More Than Just Apparel: Featherie’s Mission to Empower Women in Golf

Founded with a mission to provide stylish and high-performance golf clothing for teen girls and women, Featherie addresses a somewhat overlooked segment of the market. Continue reading to learn about the inception of Featherie, their goals and strategies, and their process of developing garments. 

AGM: Can you tell us about the inception of your company and its mission in the golf industry?

Featherie: Featherie makes high-performance, stylish, and sustainably made golf clothes for teen girls and women. I came up with the idea because I was really frustrated with the lack of cool and modern golf apparel on the market, once I outgrew the kids section in the golf shop. Despite the fact that 37% of all junior golfers are female, girls are left with very few apparel options that they can feel confident in while on the course.

AGM: What sets your golf apparel apart in a competitive market?

Featherie: It makes a difference when women’s clothing is designed by a woman – and Featherie is designed for today’s generation of women. Not only are the clothes made with high-performance materials but they are effortless and stylish so you feel great on the course. We’ve also designed each piece to thoughtfully cater to what a golfer needs in order to allow women to focus on playing the game – instead of worrying about issues with their clothing.

AGM: How do you approach product pricing while ensuring value for golf retailers?

Featherie: We’ve created a high-end product that we are proud of and that retail stores will be proud to stock. We know where teens and young women are shopping for golf apparel when they can’t find it in the golf shop, and we want to give retailers an option that brings those customers into the shop for a brand they are excited about.

AGM: How does your brand contribute to growing the game of golf?

Featherie: The number of young female golfers (and women in golf generally) continues to grow. Featherie is on a mission to ensure that teens and young women know that they are just as much a part of this sport as men. If a female teen walks into a pro shop and can’t find clothes made for her, then how does that make her feel? When you feel confident because you are wearing something that not only fits you correctly but that you love, you are going to play better and get out on the course more. I created Featherie to make sure girls know they matter in this sport.

AGM: How do you maintain a balance between style and functionality in your golf apparel?

Featherie: I believe that with Featherie we’ve proven that functionality can be stylish! The pieces are modern and sophisticated, and because I play golf, I knew that I wanted to include a number of details that were missing from other golf apparel I had worn. For example, there are tee holders in the skort and pant, the materials we use aren’t transparent, and the tops have slightly more shape to them so that you don’t feel like you are wearing a boxy boy’s shirt – but you can still swing freely (while keeping your undergarments hidden)!

AGM: What materials do you use in your products and why?

Featherie: All of the pieces in the collection are made using recycled fabrics. This was something very important to me since sustainability is a priority for my generation. They are high-performance, wicking materials. They are all UPF 50+ and they are also PFAS and AZO-free.

AGM: What are your key strategies for building brand awareness and affinity among golfers?

Featherie: We have partnered with several organizations that share the same goal of supporting girls in golf. We use social media to increase brand awareness, and we have a number of female golfers, both amateur and professional, who love our products and are helping to spread the word. It’s been pretty incredible how quickly the word has gotten out in the golf industry and we are so appreciative of all the partners that want to champion our message!

AGM: What steps are you taking towards inclusivity in golf through your products?

Featherie: We’ve focused on two things in our collection to ensure all girls feel included. First, we did not limit our size range to traditional Junior sizing – we wanted to make sure that all girls, regardless of shape or size, could wear Featherie. Looking ahead to 2025 we are also going to be expanding that size range further to ensure anyone over the age of 13 can wear Featherie clothing. We also wanted young women to feel that they didn’t have to compromise on their personal style to play golf. When I was shopping for golf apparel if I fit into something from the kids’ section it usually had ruffles or a cutsie pattern, but women’s clothing felt too mature for me.

AGM: What message would you like to leave with AGM members about your brand and products?

Featherie: We’d love to encourage AGM members/retailers to help support girls and young women in golf by stocking Featherie in their stores. Teens and young women should have the opportunity to find something designed for them, in all pro-shops and golf retail stores.

Conclusion

By offering inclusive sizing, high-performance fabrics, and having a focus on empowering young women, Featherie is making a significant impact on the golf industry. AGM members are encouraged to learn more about Featherie by visiting their website at https://www.featherie.com or contacting Kristy Korngold at korngoldk@gmail.com.

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