PGA Show 2023 Trends

What’s Trending in the Golf Industry? Check out these 2023 PGA Show Trends. 

The  2023 PGA Merchandise Show, the world's largest golf business summit, recently took place in Orlando, Florida. During this action-packed week, industry leaders gathered and shared their insights on the top trends in the golf industry. We’re not only excited to share them with you, we’re excited about the future of women’s golf. 

1. Golf is getting more casual. 

Golf fashion keeps moving towards casual athleisure offering both style and comfort for women golfers. 

You'll continue to see brands creating pieces that take their cues from silhouettes and  styles that are likely already part of your wardrobe and inspired by sportswear. Tired, unflattering polos and capris are being replaced with hip, technically functional jogger pants and hoodies with updated sleek lines.

Performance fabrics in everyday wearable styles means your clothes can keep up with your active lifestyle on and off the course. With golf apparel that easily transitions to other activities throughout the day, your golf wardrobe will be getting more use.  KINONA’s Italian fabrics offer moisture-wicking sun protection in sporty cuts that are fashionable enough to transition from golf to dinner to shopping without a wardrobe change. 

Whether you choose one of our tops featuring a  modern mock neckline or a sporty hoodie, our clothes are for every active lifestyle, not just for golf enthusiasts. With KINONA, you can rethink your everyday casual too. 


I don’t only wear my KINONA to golf in, but also casually because it is so comfortable. It’s fashionable but also fits incredibly well! 

- Ginny B. | KINONA Customer 

Pictured the Apres 18 Sporty Stripe Longsleeve Hoodie in Navy Blue

2. Off-course golf is revitalizing the sport. 

More and more people are discovering golf through off-course entertainment venues like  Topgolf. For the first time in history, participants at these high-tech driving ranges, surpassed the number of players on green courses. If you’re not yet familiar with off-course golf, these entertainment venues are ideal for date nights, family events, team-building sessions, and nights out with friends. 

Per the  National Golf Foundation, the average age for off-course golfers is 31 years old compared to 45 years old for on-course golfers. With this trend, we see golf clothing brands fashioning their styles to meet the preferences of younger golfers. This demographic is  pushing back on standard golf attire and wants streamlined cuts, shorter skorts, multi-function fashion, and an overall less restrictive dress code. 

It’s no surprise that in our  2022 Women in Golf Equality Index, we found that 6 out of 10 Americans believe golf dress codes are outdated. KINONA has always believed in inspired design and, with our designer Jarlath Mellett, we offer trends sourced straight from the runway. Our popular shorts and skorts come in multiple lengths and feature shortened inseams for sporty, youthful style. 

Regardless of age or life stage, every woman wants to look good and feel good. As off-course golf continues to draw in younger audiences, KINONA is committed to keeping the golf fashion game fresh. 


My daughter, who is a "fashionista" just loves KINONA golf dresses.
Any time I need golf wear, I go straight to KINONA. 

- Kathleen S. | KINONA Customer 

Pictured here is Morgan Jefferies, sporting the Pleated for Play Golf Skort in Quad Squad and Sun’s Out Zip Front Shrug in Black

3. Women-owned businesses are driving the industry. 

There were 80 Women-Owned Businesses at the PGA Merchandise Show this year across all industries including equipment, apparel, and technology. With women making up almost 1/3 of on-course golfers, now it's high time we see some representation in the industry too. The most inspiring part of seeing all this women-powered innovation was the shared attitude of collaboration and support rather than competition. 

Golf can often feel like a boys club and it’s empowering to feel camaraderie as disruptors of an established industry. There’s a shared commitment to change the industry for the better and that’s especially important when you’re finally closing in on the gap. We may still be the underdog, but we are in good company having an unapologetically good time - even if we’re always on the go too. 


These KINONA pants are the perfect travel partner! A must for anyone on the go.. :) 

-Jana H. | KINONA Customer 

Pictured here are Tami and Dianne, KINONA Co-founders and Donna Hoffman and Jodi Witte of Women on Course


KINONA is golf apparel for women, by women. As active women, we are defined by much more than our status as golfers and we design our clothing to be versatile and functional for women on the go. 

The PGA 2023 trends are right in line with shifting attitudes across the sport: towards equality, towards casualization, towards fun. 

In 2023,  the LPGA Tour announced a record-breaking $100 million purse, a large step toward parity with men’s professional golf. 

We can’t wait to celebrate great female athletes this year and also watch the next generation of women in golf kick-ass in style. 

Follow us on LinkedIN Shop KINONA Sign up for our Newsletter