Johan Lindeberg had big visions and ambitions. ​After leaving his role as a distributor for the Italian denim brand Diesel, he set off on a motorcycle journey through southern France - golf bag in tow. As he played at different courses, one thing became clear: golf apparel needed a revolution.

In 1996, golf wear was outdated, uninspiring, and lacked style. Johan went home and built something groundbreaking - a golf apparel brand with high fashion aesthetics. ​