In New York City, the idea of getting anything for free is about as unrealistic as avoiding traffic on the FDR during rush hour. Coffees are $5 USD, cocktails are $15 USD and rent is astronomical. That’s what makes Whim Golf’s new pop-up store in the East Village stand out all the more. There’s an experience to be enjoyed by all, and it doesn’t cost you a penny.
A custom built, artificial turf green occupies almost half the space, whimsical artworks hang on the walls and a refrigerator is stocked with free Jarritos sodas. Then there are Whim shirts, polos and hats, which are not free, but are worthy of an equal amount of attention.
Whim Golf is an American fashion brand that is trying to help the next generation see golf through a different lens. For brand co-founder Colin Heaberg, being an American golf brand means being focused on craftsmanship. “American made stuff is cool to us,” he says. “I think it’s been icky to certain people because of the connotations that it might carry. But it doesn’t need to be like a bald eagle, chugging a Budweiser, you know? It’s about things that are made here by Americans and sourced from here.”
Although the brand primarily operates on a DTC model along with placement at select retailers, Whim has opened a number of pop-ups already in its four year lifespan. The latest one is located at 66 Avenue A in the East Village’s Alphabet City neighborhood. Typical of the brand, everything it does is highly conceptual, and the latest pop-up store is dedicated to the idea of “Free Golf.”
Whim Golf
Whim Golf
Whim Golf
Whim Golf
Whim Golf
Whim Golf
Whim Golf
Whim Golf
“Free Golf” revolves around a concept of making golf more accessable to urban dwellers. Further than that, Whim is creating an inviting, non-intimidating atmosphere for people who may have never picked up a golf club before. “All the things that create questions in people’s heads … like how I’m dressed or whether I have clubs or what I’m supposed to do … we’re removing those things,” says Heaberg.
Heaberg runs the brand alongside co-founder Will Gisel, and the store is open between 12 and 8PM daily, through September 4. As mentioned earlier, the store’s primary intention is to be an art installation, with its geometric putting green as the centerpiece. It’s an installation that’s not just meant to be looked at though, it’s meant to be used. That’s why there’s a selection of Whim-branded golf balls and Bettinardi putters for visitors to hone their skills with.
On the other side of the store is the retail area, and throughout the summer there will be a rotation of product drops that coincide with events like parties and happy hours. The hope is that through the activation, they’ll raise awareness not just for the brand but for the contemporary golf movement as a whole.
Although the presence of streetwear in golf is growing, it’s still a relatively niche space. If you were to walk up to someone in New York City and ask them if they know of any streetwear golf brands, they’d likely be stumped for an answer. For Whim, that’s the whole point of being in the city — It’s less about reaching people who are already golfing than it is about appealing to people with an eye for fashion who haven’t discovered golf yet.
In that context, the store’s location is interesting to consider. Last summer, Whim had a pop-up in the Lower East Side, a younger area better known for shopping among the streetwear crowd with stores like Awake NY and Only NY. And although that had its appeal, the Alphabet City location creates a different dynamic, aided by a full storefront. So far, Heaberg is finding most of the store visitors are casual passers-by rather than those with an explicit shopping agenda. That’s exactly what he was hoping for.
“That was part of our thesis: that we’ll get more people who are just stumbling in. And I feel like that’s a growth strategy in and of itself. It feels personal, you know, they feel like they found it. Especially when they walk in and can play golf for free. We’re not asking them to like buy a golf ball to do it or whatever … And if I’m putting myself in the shoes of someone who’s hungover walking to go get a Gatorade and sees this it’s like, ‘oh let me check this out.’”
Because when you’re walking around the East Village on a Sunday morning after a late night out, the last thing you need is a boozy brunch. But free golf? Sign us up.
