We showed up. That was the plan.

Casualist started, as most good things do, without a particularly grand vision. There was golf. There were good looks. A few pints, a lot of laughter, and the quiet realisation that nothing on the market quite fit the way we wanted to play.

Not the serious players. Not the performance crowd. The ones who care about how they look without caring too much about the scorecard. The ones who show up in a proper cardigan on a drizzly Tuesday morning and mean it.

So we made the clothes we actually wanted to wear.

What Casualist means

It is a way of showing up. We believe you can care about the details without taking yourself too seriously. That elegance and irreverence are not opposites. That a good piece of clothing should earn its place in your bag, on the course, and everywhere after.

Every piece we make starts with that question: would we actually wear this? Not just once, not just for the photos. Wear it properly, repeatedly, without thinking about it. If the answer is yes, we make it.

How we got here

We started as Casual Pro. The spirit was right, but the name needed to grow up a little. Casualist is that next step: sharper details, better quality, a clearer point of view. Still rooted in the same idea - that golf can be stylish, a bit offbeat, and genuinely enjoyable - but made with more intention.

Everything is designed in London. Most of our pieces are made in Portugal, with fabrics chosen for how they actually feel after a full round, not just how they photograph.

The community

Casualist is for the enthusiasts. The ones who play for the joy of it. Who appreciate a well-placed detail, a good collar, and the fact that nobody really needs to know your handicap.

Welcome to the community.

Elie, Founder