Golf brands seem to be all the rage these days, and now a former skate industry veteran who also happens to a lifelong, serious golfer has launched his own brand, Sandy Par.

We spoke with Brian Jones, who previously worked at companies such as Sole Technology, Diamond Supply, and High Snobiety, about his vision for the brand, distribution and category plans, and more. One major goal – to bring the culture, art, and fashion found in the skate world to the golf industry.

As someone who has worked in the skateboard industry a long time, why did you want to start a golf line?

Sandy Par founder Brian Jones: I started playing golf as a toddler, so this is a natural progression for me. I played competitive junior golf when I was younger, which evolved into being a skateboarder who worked in golf shops in the ’90s. Both skateboarding and golf have been a big part of my life since my youth.

I started Sandy Par because I obsessively love golf and want to use my experience in skateboarding to bring real change to the golf industry through culture, art, and fashion. As an experienced golfer, my perspective as an outsider looking into the golf industry has been one of frustration.

I strongly believe that the lack of fashion flexibility is why the golf industry has struggled to build a trend with youth culture. Wearing polo shirts tucked in, dress pants, and golf shoes that look like dress shoes is essentially a pseudo-uniform that enforces tradition over functionality and individuality. In my view, nothing about this type of apparel helps you perform as an athlete, and most people don’t want to dress like they’re going to a wedding when they’re out to have fun playing a sport. This is part of what turned me away from golf in my youth and drove me toward skateboarding, where fashion individuality shines.

Sandy Par also gives me an opportunity to bring more community, art, and culture into the golf scene, helping drive interest beyond the exclusive Country Club identity that has long hindered the sport’s growth.

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  Sandy Par founder Brian Jones. Photo courtesy of Sandy Par.

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  Brian Jones golfing. Photo courtesy of Sandy Par.

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  Sandy Par Boonie Shorts. Photo courtesy of Sandy Par.

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  Sandy Par Everybody Golfs hat. Photo courtesy of Sandy Par.

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  Sandy Par Sand Savers Club T-shirt. Photo courtesy of Sandy Par.

How would you describe Sandy Par’s aesthetic?

Brian Jones: Sandy Par’s aesthetic blends traditional golf style with a modern edge inspired by our roots in skate culture and streetwear. It captures the authenticity and quality of classic golf apparel while pushing boundaries with unique, art-driven designs and functional details. 

I think it is important to note, Sandy Par isn’t just jumping on a trend because golf is hot at the moment – this sport has been my life. I approach our products as a golf connoisseur, not just a consumer, which means we’re deeply invested in delivering the highest quality in apparel and accessories. But unlike many other newer golf brands that have recently entered the scene, we aim to keep our prices accessible.

Where is the brand being sold?

Brian Jones: Since launching Sandy Par just 18 months ago, we’ve taken a unique approach, focusing on non-traditional golf retailers due to our roots in skateboarding, streetwear, and action sports. Pharmacy Boardshop has supported us since day one, and earlier this year, we were thrilled to partner with Tilly’s, a fantastic fit for our brand. We proudly support the Tilly’s Life Center Foundation and have sponsored their annual charity golf tournament for several years, even before Sandy Par was established. Most recently, we were picked up by Zumiez, and we look forward to building a strong partnership with the Zumiez family. Being the first core golf brand sold at Pharmacy, Tilly’s, and Zumiez is a significant milestone for us.

This summer, we also partnered with our first global distributor, Grand Trading, known for distributing top skate and snow brands across Canada.

In the traditional golf retail space, we’ve established accounts with several golf courses, where we offer our patented Original Sandy Par Golf Towel and headwear. These partnerships are expanding rapidly as interest in our products grows.

What have been the most popular styles and categories so far?

Brian Jones: I built Sandy Par as a two-part brand. The first part is our Original Sandy Par Towel, which holds two U.S. patents. I saw the golf towel as a dormant category in the golf market, much like how Stance reinvented the sock by making it the best possible product. Our towel is crucial for club maintenance, especially when dealing with dirt and mud on the course. I developed it with custom, premium materials – an industrial-grade scour pad built into the towel for quick cleaning of irons and an ultra-thick microfiber for durability and heavy use. Now that we have our official U.S. patent numbers, we’re ready to offer licensing in 2025, allowing country clubs, brands, and sports teams to feature their own branding on it.

The second part of Sandy Par is our lifestyle-driven apparel and accessories. Our T-shirts have been a hit, thanks to the golf-themed art we’re creating and the premium, soft cotton we use. They’re also a great entry point for lifestyle retailers interested in joining the golf wave without committing to a large inventory. For our direct-to-consumer sales, headwear is nearly tied with T-shirts in popularity. We produce only custom headwear and avoid using blanks. I worked closely with our production partner to develop a soft, mid-weight terry cloth sweatband that’s both moisture-wicking and absorbent that is in all of our headwear. I wear Sandy Par hats daily, on the golf course, skating or at the gym, and now rarely need a towel or my T-shirt to wipe my face dry. It’s pretty awesome.

Are you self-funding Sandy Par, or do you have partners?

Brian Jones: Sandy Par has been self-funded from day one. I know sooner or later, that won’t be sustainable, as I have big plans for the brand’s growth that likely won’t happen without outside assistance. I just want to make sure that when I do bring on any partners, they understand and are enthusiastic about what I’m trying to build with Sandy Par and can assist with growth beyond just financial investment. 

Do you have a background in apparel?

Brian Jones: Being a skateboarder, I have always loved fashion and individualistic style. I worked in golf retail in the mid-’90s until I finished art school and started working in the skateboard industry as an artist. So, I guess you could say I have a diverse background in apparel. Throughout my career, I primarily worked in marketing, but I also worked closely with footwear and apparel designers for decades to help market what they were producing. I’ve co-founded other brands and design agencies over the past decade, but Sandy Par is my first time being able to run free without any outside influence.

Where do you see the brand in five years? What are the challenges to getting there?

Brian Jones: Sandy Par is a globally recognized slang term in golf. It means hitting a golf shot into the sand trap – a danger zone – but still making par on the hole. It’s an underdog story. Most golfers already know the term, but now there’s a brand attached to it. I want to take that recognition and spread the brand globally.

The next step for Sandy Par is continued community growth and building a strategic team around the brand to drive its success and increase awareness for the game of golf.