AWGO Golf is the smallest, youngest and most fragile brand in this research, and it belongs here precisely because of what it represents rather than what it has already built. Founded by two young golfers, Shauna and Stephanie, in Dublin, the label grew out of a familiar complaint — that the two of them could not find golf apparel that was comfortable, practical and genuinely fashionable at once — into a small direct-to-consumer collection of skorts, polos, an oversized sweatshirt and winter beanies, sold from a single Shopify storefront shipping across Ireland and the EU.
AWGO is two Dublin women who got tired of the same complaint the rest of us have — that golf clothing never quite fit right, never quite looked right — and did something about it with almost no resources. I want to see where they go next, whatever happens.
The customer reviews are unusually warm for a brand this size: a run of five-star notes praising the sage-green skort specifically for its anti-slip waistband and pocket placement, the sleeveless polo for a cut that allows a full swing without pulling across the shoulders. That kind of specific, repeated product praise from real buyers is worth more than a polished brand statement, and it suggests AWGO’s founders understood the functional brief of golf clothing even without the resources of a larger label behind them.
About the author
Diana Suke
Diana Suke is the founder of Inesea and Europe's leading editorial voice on women's golf fashion and culture. A business transformation director by profession, she coordinates junior golf programmes across Malta and travels the Mediterranean circuit with two competitive junior golfers. She came to golf in her mid-thirties and hasn't looked back.
inesea.co