In its infancy, GOLF acted as a merch line of sorts for a young Tyler, the Creator and his Odd Future crew when their influence infiltrated the legendary Fairfax Avenue in the early 2010s. Known for its bright colors, cat logos, and sometimes controversial graphics, Tyler’s early clothing reflected him: an off-the-wall, cockroach-eating teenager who captured the rap community’s attention back in 2011. As his music transitioned to a more mature space with his 2017 album Flower Boy, GOLF evolved with it but remained very authentic to Tyler. The bright colors and playful graphics are still present, but have been dialed down and improved upon. Collections have also grown to include cut-and-sew pieces like cardigans, corduroy jackets, and floral-covered puffers. Given that, it would be a disservice to simply consider GOLF a merch line at this point. Tyler is doing more than cranking out his name and face screen-printed on blank T-shirts. His partnership with Converse, which features the vibrant Golf Le Fleur sneakers, his take on the One Star, has also helped cement the line as a bona fide brand whose drops attract lines outside of its Fairfax Avenue store in Los Angeles and usually sell out.

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