Celebrate Roger Dunn’s Legacy with a Vibrant New Lifestyle Collection | PRIMENEWSNOW

Roger Dunn Golf Shops: A Legacy of Accessibility and Style

For over sixty years, Roger Dunn Golf Shops have been as integral to Southern California as its iconic beaches and varied landscapes.

Founded by ex-professional golfer Roger Dunn, the chain began its journey in 1965 at a North Hollywood driving range he managed. His mission was simple: provide affordable golf gear to make the sport more accessible to everyone.

“The PGA required a minimum 40% markup on products,” Dunn shared with Southland Golf magazine before his passing in 2012. “I thought that was excessive. So, I bought end-of-year merchandise at a discount, and even with a 40% markup, it was still cheaper than elsewhere.”

Expansion and Influence

After competing on the PGA Tour in the 1950s, Dunn expanded his brand, opening a massive 63,000-square-foot flagship store in Santa Ana in 1978. By 1986, the chain had grown to 16 locations across California, and its slogan, “You’re number one at Roger Dunn,” became a Los Angeles staple.

In the late 1990s, Steve Dunn, Roger’s son, took over the business before selling it to Worldwide Golf Shops in 1993. Today, there are 11 Roger Dunn Golf Shops in Southern California.

Celebrating a Milestone

In a retail world where small chains rarely endure, Roger Dunn Golf Shops have thrived for decades. To commemorate its 60th anniversary, Adrienne Cass, vice president of apparel strategy at Worldwide Golf Shops, launched a limited-edition lifestyle collection in September. This collection blends classic Hollywood elegance with the relaxed vibe of Palm Springs from the 1950s and 60s.

“Built for the course, inspired by the culture,” the collection features blue-and-white designs reminiscent of the Los Angeles Dodgers. It includes T-shirts, hats, hoodies, and more, all at accessible prices. A standout piece is a black track jacket, the only one in the collection.

Blending Tradition with Modernity

The Roger Dunn Collection is celebrated for its versatility, designed to be worn both on the golf course and as everyday streetwear. This approach honors the rich history of Roger Dunn Golf Shops, allowing wearers to connect with the brand’s legacy while enjoying contemporary style.

“The 60th anniversary was the perfect moment to give the brand a tangible form for our loyal customers,” Cass explains. “It’s about celebrating the generations of golfers we’ve served and creating a lifestyle-focused collection that resonates with their daily lives.”

Golf is a sport steeped in history, and nostalgia plays a significant role. Cass collaborated with Sport Design Sweden, known for its work with global sports teams, to bring a fresh yet timeless aesthetic to the collection.

Understanding the Roger Dunn Consumer

Cass delved into customer data to ensure the collection resonated with the brand’s history. The retro campaign was designed to evoke the experience of visiting a Roger Dunn store, capturing its unique atmosphere.

“We’re a brand with roots in the 1960s,” Cass notes. “Our customers frequently visit our stores for fittings, repairs, and new gear. Their loyalty is unmatched.”

The collection is a tribute to Dunn’s legacy. In the 1960s, he challenged the traditional golf industry by making the sport more affordable. His journey began at the Studio City Golf Course in 1962, leading to the opening of the North Hollywood driving range three years later.

“For me,” Cass reflects, “it’s not just about the clothes; it’s a moment to truly celebrate Roger Dunn.”