Roger Dunn

◼︎ROGER DUNN / GOLF

Roger Dunn set out to elevate their retail identity by exploring private label and expanding into cut-and-sew product that could match the quality of their overall offering.

With a deeply loyal community of California golfers, they wanted merchandise that felt meaningful — pieces that reflected both their standard of excellence and the lifestyle of their core consumer.

We kicked things off with collaborative design workshops, focused on creating a fresh visual identity their customers hadn’t seen before. The direction centered around the California golfer — someone who sees golf as part of their personality, not just a pastime.

To secure a premium feel, we explored embroidery techniques, custom ribbing, and woven hip labels that added story and craftsmanship to every style.

A wide array of concepts allowed them the flexibility to refine the perfect buy.

The result was a collection that genuinely turned heads. Customers immediately noticed that Roger Dunn was offering something no other golf retailer had — elevated pieces with character, detail, and intention. It strengthened their brand image and signaled a bold new chapter in their retail expression.
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