Women's golf has been growing like crazy. More women are playing, getting into the culture, and coming to the game with a strong sense of their own personal style.

Yet, walk into a lot of golf shops and the women's section still looks pretty much the same: fitted polos, skorts, pastels, maybe a floral print or something pink.

There's nothing wrong with any of that if it's what you like. My issue is that, for so long, it felt like those were the only options.

That's one of the main reasons AIEA exists. But I also think the conversation around women's golf has become much bigger than what we're wearing. A recent golf ad sparked backlash after showing a male golfer pushing a woman to the ground as part of the "joke." The response was immediate, but the conversation it opened up is bigger than one campaign.

There has been so much focus on getting more women onto the course, and that momentum is important. More women are playing, competing, building communities, creating content, and bringing new energy into the sport. But participation is only one part of whether women actually feel welcomed into golf.

The way women are portrayed in golf culture matters too. When women are treated as the interruption, the punchline, or something outside of the "real" game, it reinforces a message that can feel completely at odds with the industry's push for inclusion.

Brands have real influence here. The campaigns we create do more than sell products. They help shape the tone of the sport and influence how people understand who belongs in it.

The same is true of what we design.

I didn't want to start a golf brand just to make a slightly cooler version of a polo. I wanted to make the clothes I was already looking for and already wanted to wear, and then build the performance and functionality of golf into them.

That's why some of my favorite AIEA pieces almost don't look like "golf clothes" at all.

Designing Without the Uniform in Mind

The Convertible Slim Cargo Pant is probably one of the clearest examples. I wanted a technical trouser that felt closer to something I would wear in everyday life, but that still made total sense on a golf course. It's functional, it has that utility influence I love, and it can move between golf and the rest of your day without feeling like you need to go home and change first.

Even pieces like the Mock Neck Sleeveless Top and the Flow Dress are really about giving women more silhouettes to choose from. Not just "here's the women's version of the traditional golf uniform," but actually asking what women want to wear now and designing from there.

What Collection 3 Is Pushing Toward

Collection 3 pushes this idea even further.

I don't want to give everything away yet, but I've been thinking a lot about utility details, cleaner silhouettes, layering, and pieces that feel at home in golf without being completely defined by golf.

When I think about the future of women's golf, I don't think the goal is just "get more women to play golf." That's part of it, of course, but I think we also have to ask what kind of culture they're being invited into once they get there.

Do they feel like they have to dress a certain way to belong?

Do they see themselves represented in the brands around the sport?

Can they bring their own personal style with them, or are we still handing them one very narrow picture of what a "woman golfer" is supposed to look like?

I'm very excited about where women's golf is going.

I just want our closets to catch up.

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