TRUE linkswear

TRUE linkswear is a digitally native footwear and apparel company catering to the modern golfer. The firm was established in 2009 by brothers Jason and Ryan Moore. Their journey began on their father's driving range in Tacoma, Washington, and progressed to the highest levels of competitive golf, with Ryan becoming a five-time PGA Tour winner and Jason serving as his caddie. This firsthand experience on tour highlighted a gap in the market for comfortable, versatile golf shoes that could be worn both on and off the course. Inspired by the concept of minimalist footwear after reading the book "Born to Run," Jason spearheaded the initial design concepts, focusing on a "barefoot style" with a wide toe box, zero-drop heel, and a lightweight, flexible sole. The first prototypes were worn by Ryan during PGA Tour events, and the positive feedback affirmed they had a viable business concept.

The company's primary business model is direct-to-consumer (DTC) e-commerce, which allows it to invest more in product quality. This is supplemented by strategic wholesale partnerships with high-end golf destinations like Pebble Beach Resorts and Bandon Dunes Golf Resort. TRUE linkswear targets a demographic of avid, walking golfers, as well as a newer, younger generation of players seeking versatile gear that fits their lifestyle beyond the course. In November 2021, the company secured an $11.25 million minority stake investment from private equity firm KarpReilly to accelerate global growth and innovation. This followed a period of doubling year-over-year revenue, underscoring the brand's momentum.

TRUE linkswear's product portfolio is centered on golf shoes designed for comfort, performance, and versatility, often referred to as "All Day" wear. The core design philosophy is rooted in minimalist, ergonomic principles, featuring a wide toe box for natural foot movement, zero-drop construction for better ground feel, and flexible outsoles. The product line has expanded beyond the original minimalist shoes to include a variety of styles, such as the TOUR-performance LUX series, the casual Future Staples (FS) line, and waterproof apparel like rain jackets. A significant focus is placed on using premium and sustainable materials, including ethically sourced, recycled components like yarn from water bottles and recycled outsoles. In a move away from traditional packaging, the company ships its shoes in reusable bags.

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