Nostalgia presents itself in many forms. It could be the aroma of a favorite destination, the soft fabric of a vintage staple or the excitement of rediscovering a forgotten hobby. For Byrdie Golf Social Wear, a lifestyle brand that seamlessly carries golfers from the 19th hole to sundown cocktails, those feelings—and more—are perfectly encapsulated in its retro designs.
Enter the dreamers behind the burgeoning brand: Rachelle Williams and Hayden Shoffner, a powerhouse team bridging the gap between modern golf wear and the iconic styles of days gone by. Exhausted by the unflattering silhouettes and lack of personality in women’s sporting attire—and inspired by their very own fabulous grandmothers—Williams and Shoffner offer bespoke pieces that reinvigorate women to take the course by storm. Think classic meets modern in cuts, fits and colors perfect for a day on the links, plus everything else. According to the duo, there’s no longer a need to sacrifice fashion for performance.
“For our grandmothers, golf was about the entire day from start to finish,” Williams says. “From getting dressed in the morning to happy hour and hosting parties in the evening. The Byrdie brand doesn't stop with fashion-forward golf clothes, it embodies the entire social and sporting experience.”
Williams adds that boxes of old family photos served as the spark for Byrdie’s first few collections.
“From there, we transition our focus from vintage to new age and hone in on what's hitting the runway currently to create the perfect marriage of old and new,” Williams says.
Championing inclusivity is also vital to the pair, who understand firsthand how intimidating the golf space can be. Because of this, Byrdie actively supports the seasoned golfer while also accompanying the novice through her journey—by providing the confidence boost of a great outfit.
“Each piece is designed in house in Charlotte where we fit all samples on several body types and ages to ensure each item is swing tested, length appropriate and comfort approved,” Williams says.
The team has also been strategic about their partnerships, which enhance the brand’s classic, ready-to-wear appeal and allow Byrdie to become an even closer part of their customers’ lifestyles.
“By partnering with brands such as Sue Sartor and Lorna Murray we have been able to create bespoke pieces that transition you from course to cocktails in effortless ways, and speak to a wider range of women who do not want to compromise fashion for performance,” Williams says.
And the momentum isn’t slowing any time soon. Byrdie recently partnered with the original creators of fashion florals for their Liberty London collection that launched in April. These warm weather silhouettes in cheerful prints are already captivating the golf course this season, and playing an important part in the making of new memories for their wearers—something Williams and Shoffner perhaps cherish more than anything else.
“It is such a special moment and a feeling that never gets old,” Williams says. “We have received so many messages, pictures and videos of women sporting Byrdie, and to be able to help build a community of golfers who are having fun and feeling confident in their looks on and off the course is always a pinch me moment for the two of us.”
