If you’ve followed gear trends at all over the last few years, you know SWAG Golf. Maybe it was the sunglasses wearing skull cover that dropped and disappeared in under a fraction of a second. Or the putters that look like modern art but roll like the big-name Tour sticks. Or maybe it was the first time you saw someone rocking a “DGAP” hoodie, and you had to ask what it meant.
Whatever your intro was … welcome to the show.
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Now in 2025, SWAG Golf is making its biggest move yet: They’re the official bag partner for Team USA at the Ryder Cup at Bethpage Black.
That’s right. SWAG is now rolling with the stars and stripes, and they’re doing it the only way they know how … their way.
Team USA, the SWAG way
This year’s partnership is the first officially licensed collaboration between SWAG and Team USA. But it’s not their first Ryder Cup connection.
Back in 2021, Captain Steve Stricker tapped SWAG to design a custom set of headcovers as a captain’s gift — a stealthy, classy collab that sold out immediately when it went public.
Now? It’s public. Loud. And pure SWAG.
Captain Keegan Bradley worked directly with the SWAG crew to design the official 2025 Team USA bags and headcovers, and the results are every bit as badass as you’d expect. Clean embroidery. Custom graphics. New York attitude is baked into every stitch. It’s red, white and ruthless.
Even better? You can own it.
The Team USA bag is available now for preorder: It’s a true replica of what the squad will carry at Bethpage Black in September.
How we got here: The SWAG origin story
SWAG Golf launched in 2018, led by Nick Venson, a veteran of the high-end putter and custom gear world. Nick had been around premium gear long enough to know two things: Golfers care deeply about the tools in their bag, and most brands were way too afraid to make something edgy and outside the box.
So, he built something different.
From day one, SWAG was about Tour-level quality with street-level swagger.
Bold colors. Collectible drops. Limited releases. And an energy that made the gear feel like more than just gear, it felt like a movement against the “old guard” golf establishment.
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And it worked.
Today, SWAG is one of the most recognizable independent brands in golf. Not just because of the look but because of the commitment to quality behind every putter, headcover and accessory they ship out.
The SWAG ecosystem
SWAG started with putters and headcovers, but they didn’t stop there.
Now, the SWAG universe includes:
– Milled putters that perform at the highest level and show up in Tour bags.
– Headcovers that are part function, part flex and full-on collector’s items.
– Custom wedges, bags, apparel and accessories, all made with the same design-first DNA.
– Special event drops and green grass partnerships that produce ultra-limited collab pieces.
Everything they touch has that “you’ve never seen this before” energy. And once it’s gone, it’s gone.
DGAP: Don’t Give a Putt
More than just a brand, SWAG is a mindset. And nothing captures that better than DGAP, the Tour Concierge — short for Don’t Give a Putt.
It’s attitude meets swagger meets “stop taking golf so damn seriously.”
DGAP isn’t about disrespecting the game. It’s about playing it on your terms, with gear that actually reflects your personality.
It has also grown into its own standalone identity, showing up on gear, in drops and across a growing lifestyle line that captures SWAG’s most loyal crowd.
The collector scene: Welcome to the SWAGiverse
There’s loud gear, and then there’s gear with a following. SWAG has both.
The collector community is one of the strongest in golf.
Limited-edition drops sell out in seconds. Facebook groups track resale values and trade pieces like baseball cards. And a headcover that dropped at $125 can flip for three to five times, or sometimes more, in the after-market.
But the key is it’s not just about the flip. People actually game this stuff.
That neon King you see on the first tee? That’s not for show. That’s someone who gets it.
Scaling without compromise
Here’s what makes SWAG different: even as they’ve gone from boutique drops to Tour players and Ryder Cup gear, they’ve grown strategically — without watering down what made them special.
Today, they operate a full family of brands:
– SWAG Golf is the premium, collectible core line.
– DGAP is the ultra-premium flagship brand for the diehard brand loyalist.
– Hometown Golf is a little SWAG style added to your favorite sports teams. From NFL to MLB, to your alma mater, Hometown can help you represent.
– Rewind Golf, which is more accessible and available in big box retail, is designed to bring SWAG’s energy to a broader audience at a lower price point. Rewind is all about pop culture and transforming some of your favorite movies into your new favorite covers.
That multi-brand structure means SWAG can expand without diluting the core.
SWAG Golf stays new and fresh. Hometown and Rewind get players in the door. DGAP keeps the vibe going and the collectors hooked.
They’ve also built strong partnerships with green grass courses, private clubs, destination resorts and special events, producing limited, co-branded headcovers that you won’t find on the website. Gear that tells a story just by being in your bag.
So yeah, they’ve grown. But the attitude? The edge? The “why” behind it all? Still the same. Just with Team USA on their bags and covers now.
Why SWAG still matters
In a world full of safe, traditional gear with copy-paste branding, SWAG’s doing something rare. They’re making golf feel exciting again.
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