Golf's Premiere Luxury Brands

As of 2022, Japan has more than 10 million active golfers, making it the second-largest golf market globally after the United States. Like other popular sports, enthusiasm for golf has driven demand for high-quality golf clubs and apparel, with Japanese golf gear manufacturers such as MIZUNO and MIURA receiving international acclaim. Japan’s golf apparel industry benefits not only from the country’s advanced manufacturing capabilities but also from a unique approach to fashion and style that resonates with golfers worldwide. How would you define the uniqueness of Japanese golf apparel, and what do you see as its main strengths?

The strength of Japanese apparel lies in its craftsmanship. Artisans develop and subdivide products into smaller categories, which drives market evolution. This craftsmanship is not limited to the apparel industry but is also evident in niche fields like tai fishing hooks. Japan is the only country in the world that develops tai fishing hooks, with over 20 variations created. This shows how deeply Japanese people value attention to detail and the relentless pursuit of advancement.

This spirit is also reflected in golf wear, where meticulous attention to detail is evident, and this resonates with customers. The characteristics of Japanese golf apparel are distinctly different due to market differences. Unlike the mass consumption-driven approach in the United States or the trend-chasing nature of many brands in South Korea, Japanese golf apparel emphasizes uniqueness and storytelling to differentiate itself, resulting in distinctive and outstanding products.

From the materials used to the sewing techniques and the definitions of each element, Japanese golf apparel demonstrates a commitment to identity and originality.

You mentioned how Japanese companies pursue differentiation. What are the unique characteristics of your company?

To share a bit about my background, while managing the business, I also worked as a marketer, designer, and buyer. In the early 2000s, I worked as a marketing and design consultant for a historic British golf apparel brand catering to the Japanese market. During that time, I learned extensively about tradition and heritage.

Inspired to take a completely opposite direction from this historic brand, I decided to establish my own unique, fashion-forward golf apparel line as a brand director and designer, aligning with the cutting edge of trends.

Our target demographic is affluent individuals. However, at that time, there were no luxury golf apparel brands that could satisfy the trend-conscious golfing elite. The concept we introduced was one-of-a-kind: "Luxury Golf."

From the beginning, instead of selling through traditional channels like golf clubs or major sports shops, we pioneered new distribution networks focusing on multi-brand stores carrying high-end labels, luxury department stores, and exclusive member-only salons. This approach introduced an entirely new concept to the existing golf apparel market.

MARK & LONA is a luxury golf wear brand known for its fusion of high fashion and performance-oriented design. Targeting modern golfers, the brand offers premium materials, innovative functionality, and stylish aesthetics, making it stand out in the golf fashion industry. How is MARK & LONA redefining the boundaries of fashion in golf?

The uniqueness of MARK & LONA lies in creating a new category of apparel that goes beyond golf wear. While functionality, materials, and ease of movement are essential elements, we have added a layer of uniqueness with entertainment value.

We have collaborated with major characters like POKEMON and Disney, as well as with brands in cosmetics, sweets, E-BIKES, and more. Additionally, collaborations with prominent ambassadors and idol groups highlight our appeal. These cross-industry collaborations and high entertainment value are significant attractions that transcend the sport of golf. Such promotional efforts have greatly contributed to increasing brand recognition.

As I mentioned earlier, from the very beginning, we had no interest in conventional golf markets like pro shops or in-store outlets at golf clubs. Instead, we started with wholesale distribution through multi-brand stores. Our brand does not confine itself to the category of golf wear but incorporates elements of high-street fashion inspired by golf.

Having served as a consultant for a British golf brand, I wanted to take on a challenge completely opposite to the path I had pursued until then. I aimed to create something extraordinary that would transform golf fashion, which I found dull and ordinary, by 180 degrees.

We sought to attract trend-conscious golfers looking for something beyond standard golf wear. People who appreciate high design value and storytelling and understand that our products transcend conventional golf apparel.

MARK & LONA Products from 2025SS Collection "Triumph"

What kind of international success has MARK & LONA and other brands achieved?

Our international expansion began in 2006 with the launch of T-LINE in Los Angeles, USA. While the debut was highly acclaimed, American golfers at the time predominantly favored affordable golf apparel, which was mainly sold in large retail chains or traditionally purchased at clubhouses. As a result, the limited number of accounts we held in multi-brand stores and department stores did not promise significant growth.

We then shifted our focus to the Asian market, and we currently operate 65 stores across South Korea, Taiwan, and the ASEAN region.

In 2008, we rebranded as MARK & LONA and expanded our business by targeting Asia’s affluent demographic.

Additionally, in 2025, we plan to open Asia’s largest flagship store in a luxury department store catering to affluent customers in Beijing.

MARK & LONA is a popular brand in South Korea, APAC, and China. Moving forward, we aim to strengthen our global e-commerce presence and expand international store openings to further increase brand recognition and revenue.

Throughout 2024, Japan has recorded a historic number of inbound tourists, with experts predicting the figure will surpass 35 million by the end of the year and continue to grow in 2025. One of your company’s standout features is the in-store experience provided through pop-up shops in various locations. What kind of in-store experiences do you aim to offer fans and customers? Additionally, what efforts are you making to attract overseas tourists to your stores and enhance international brand recognition?

The experience at our stores is unlike anything found in conventional golf apparel shops. With an overwhelming product selection, a diverse range of items, and luxurious, open interiors, our stores are distinctly different from others.

We also strategically choose prime locations in popular tourist destinations and shopping areas that attract inbound visitors. For example, our Ginza store and Shinsaibashi in Kansai are in areas where inbound tourism is booming. Our stores at Ginza Six and Daimaru Shinsaibashi have undergone major renovations, and some locations offer multilingual support.

Our flagship store in Aoyama is the largest in Asia, providing an exceptionally luxurious space where customers can access the full product lineup and exclusive items. It has been highly praised by inbound customers for offering a premium shopping experience tailored to their needs.

MARK & LONA Aoyama Store 

Do you have plans to expand into overseas markets such as the United States, South Korea, or Europe?

The company is actively exploring overseas expansion, but we cannot disclose specific locations at this time.

In the United States, where we hold over 60% of the cross-border e-commerce market share, we are considering establishing pop-up stores similar to those we have in ASEAN.

Moving forward, we will continue to go beyond the concept of golf, striving to provide consumers with luxurious shopping experiences and positioning ourselves as a lifestyle apparel brand inspired by golf.

Horn Garment, launched in 2007, is a brand under the Yours umbrella that focuses on enjoying fashion by combining playfulness and functionality. The Fall/Winter 2024 collection is themed around classical academia, blending California-inspired designs with timeless preppy aesthetics to embody this spirit. This collection includes pieces such as the unisex GMT Nordic sports sweater. What inspired this California-themed collection? How do you combine preppy style with playful design?

Horn Garment was launched as a surf brand in 2006. In 2010, a collection that was exclusively showcased at a prominent multi-brand store saw items like polo shirts, caps, and fleece products become a massive hit among golfers. This success inspired us to incorporate styles based on California’s vintage and surf culture into the elements of sports apparel.

One of the biggest challenges for Japanese fashion brands is communicating added value to international audiences while competing with established and historically significant Western brands. As a relatively new presence in the golf apparel market, how do you plan to compete with these longstanding Western brands?

Our overseas reception has been driven by cross-border e-commerce and wholesale operations. For instance, in the United States and Italy, it has been reported that affluent Asian golfers frequently purchase our products. Our strength lies in our focus on the Asian market. What sets us apart from our Western competitors is that we are not imitating them. Instead, we have established our own unique direction.

We aim to create something new that does not exist in existing brands and go beyond the standard concept of golf. This is what makes our brand attractive. While our branding and distribution channels differ, we do not aim to directly compete with major Western brands. However, we believe in adopting proactive marketing strategies to expand brand recognition. These strategies do not rely on famous athletes but instead focus on advancing ideas unique to MARK & LONA.

Our goal is not to be recognized as a Japanese brand. Instead, we want to be recognized as a brand that showcases its own unique strengths. If asked about our competitors, we would say that there are none.

Our customers wear highly fashionable clothing that suits their individual lifestyles. Our vision is to be a partner that helps them enjoy their lifestyle. As a result, our customers find opportunities to incorporate our products into their daily lives.

Despite having only ten stores in Japan, we boast recognition and sales that rival those of major golf brands. Controlling the balance between supply and demand while establishing strong touchpoints in key cities is a crucial strategy for our brand.

Do you have any new products or brands you would like to introduce in the future?

As the president, my mission is not limited to golf wear but to open new opportunities for our company. For example, we are expanding our offerings beyond golf through various collaborations, including cosmetics and sweets. All of this is aimed at being recognized as a truly unique brand. We also draw lessons from action apparel and street brands.

If these brands had restricted themselves to their original lanes, they wouldn’t have garnered as much attention as they have today. They pursued the unexpected and embraced challenges as long as the ideas were unique. Internet memes may joke about selling ridiculous products like skateboards, sneakers, money guns, or single bricks, but their marketing strategies were highly effective.

We are not a street brand, but with creative thinking, Japanese craftsmanship rooted in “Takumi,” a diverse product lineup, and innovative marketing that existing golf brands lack, we aim to bring fresh surprises to our customers.

Partnerships play a crucial role in any business or industry. Are you considering expanding your international partnership network? If so, which countries do you consider the most valuable in this regard?

There are many details that we cannot disclose at this time, but I can say that we are exploring partnerships with cutting-edge influencers and ambassadors. As a brand, we are constantly evolving, and the concept of golf is just one part of our identity as we shift toward becoming more of a lifestyle brand.

How do you create designs and products that make customers say, “Wow!”?

We move beyond the concept of golf and link our brand with trending elements in pop culture, focusing on strengthening the entertainment aspect. For example, we commission renowned composers to create music for our videos and incorporate brand stories into visuals, music, and other mediums to bring authenticity from every angle.

How do you want your brand to be perceived globally?

We want to be remembered as pioneers of luxury golf brands that revolutionized the game. Additionally, we aspire to become a brand that endures over time, even in vintage shops.

For more information, please visit their website at: https://www.cube-co.com/ja/index.html