The Story of the Golfman

It began in 1987 with a simple phone call. John Ashworth was sharing his vision with longtime friend and collaborator Barry Grimes - the idea for a new kind of golf brand, one that reflected the lifestyle of the game as much as the sport itself. Not stiff or traditional, but relaxed, timeless, and confident.

As John talked, Barry picked up a pen. On the back of a napkin, he sketched a figure mid-stride: a golfer walking with a bag slung casually over his shoulder. It was a moment of pure instinct, and somehow it captured everything John had just described.

That sketch would become the Golfman, a symbol that would go on to define the brand, and one of the most recognizable logos in the history of golf apparel.

A Symbol With Staying Power

The Golfman didn’t depict a swing, a victory, or a moment of performance. Instead, it captured the walk, that universal rhythm every golfer knows. The quiet in-between. The fairways, the conversations, what we carry along the way.

Worn across polos, sweaters, caps, and belts, the Golfman quickly became more than a logo. It was a symbol of a different kind of golfer: one who valued style and substance in equal measure, who carried the lessons of the game with ease, both on the course and in real life.

The Spirit Lives On

Nearly four decades later, the Golfman still continues to bring the Ashworth ethos forward. He stands for the heart of the game, and golf being about about presence, not just performance. The Golfman represents what it means to live the game.

A reminder that it's in the walking.