For over 60 years, Roger Dunn Golf Shops have been a staple in Southern California, much like the sunny beaches and vibrant landscapes. Founded by ex-professional golfer Roger Dunn in 1965, the chain began with just one store at a North Hollywood driving range. His goal was simple: make golf equipment affordable and accessible to everyone.
Dunn pushed back against the PGA’s requirement for a 40% markup on products. “I thought that was too much,” he once shared. By buying unsold merchandise at discounted prices, he could offer lower prices even with the markup. This approach quickly endeared him to a growing community of golfers.
Dunn opened a massive 63,000-square-foot flagship store in Santa Ana in 1978. By 1986, there were 16 stores across California, and his catchy slogan, “You’re number one at Roger Dunn,” became a local favorite. After his son Steve took over in 1990, the chain was eventually sold to Worldwide Golf Shops in 1993. Today, there are 11 Roger Dunn locations in Southern California.
Staying relevant in today’s fast-paced retail world can be tough, but Roger Dunn has adapted. To celebrate the brand’s 60th anniversary, they launched a limited-edition lifestyle collection. Adrienne Cass, the vice president of apparel strategy at Worldwide Golf Shops, led this effort. She described the new line as “heritage with a modern golf style,” inspired by the stylish vibe of the 1950s and 60s. The collection features T-shirts, hats, hoodies, and more, designed for both the golf course and everyday wear.
“It’s about blending style with functionality,” Cass said. The pieces reflect a laid-back elegance, reminiscent of the Rat Pack era while keeping affordability in mind. The designs incorporate a blue-and-white color scheme, paying homage to local sports teams like the Los Angeles Dodgers.
The collection’s appeal lies in its versatility. The clothing is practical for golf, yet stylish enough for casual outings. Cass aimed to create something meaningful for long-time customers, connecting them with the brand’s rich history.
To bring this vision to life, Cass collaborated with Sport Design Sweden, a firm known for its work with major sports teams and brands. This partnership introduced fresh ideas and helped define a retro aesthetic that resonates with both older and younger audiences. Throughout the design process, Cass stayed focused on quality, ensuring every piece meets modern consumer expectations.
Consumer feedback played a vital role in shaping the collection. As Cass studied shoppers in their stores, she realized the importance of nostalgia. “It’s about celebrating who Roger Dunn was,” she explained. With notables like free fittings and club repairs happening in stores, loyal customers connect with the brand daily.
Roger Dunn took risks to change golf’s traditional image, emphasizing affordability to bring more players into the game. Cass sees the collection as more than just clothing; it’s a tribute to Dunn’s legacy and his impact on golf culture.
As golf continues to evolve, so does the approach of beloved brands like Roger Dunn Golf Shops. The 60th-anniversary collection is a reminder of the past while looking forward to the future of the sport.
