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Battle lines were drawn: those who deemed the Australian’s sleeveless vest and baggy pants an affront to the storied tournament — dubbed “a tradition unlike any other” — versus those who welcomed the look as a sorely needed injection of flair into the sport’s wardrobe.

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It was 2008 when Erica, co-founder of boutique spa and massage parlor The Now, was told by a friend that there was someone moving to Los Angeles that she should meet.

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Having fallen forgolfat the age of 12, while working his first job on a Virginian course, he had since lost touch with the sport, but the move to Los Angeles revived Stephen’s passion for the game to irrepressible levels.

Desperate to share his fixation with others, in 2012 Stephen launched anInstagram accountto act as his own personal “mood board” for the sport. The feed was filled with a wide range of golf-related images, as well as recurring sketches of a cartoon golf ball character.

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“‘Dude, you’re the only one who likes golf. Stop posting photos because we don’t care for it,’” he recalled to 【 - Free Signals Group 】.

“They had a very sour feeling about golf because it’s so stuffy … Historically it has been very old and quite heavy — the whole thought of it.

“It’s the apparel, it’s the rules, it’s all of it. It’s the anxiety of feeling like you might not fit in or know how to hold yourself when you’re in that environment.”

Yet in his wife, he found a surprise supporter. The daughter of a golf-mad father, Erica had grown up around the fairway and tracked the steadily rising popularity of her husband’s Instagram with interest.

“30,000 followers later, Erica was like, ‘What do you think about turning your passion into a business?’” Stephen remembered.

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“We’re always talking about work or something that’s going on at work — there’s just never an escape, so you really have to be ready for that.”

“Everything is work and everything is vacation, kind of at the same time,” Stephen added, “But I wouldn’t wish it any other way.”

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Combating golf’s “old and heavy” reputation to inspire youth participation in the game is the brand’s “star in the sky,” Erica said, with fashion chosen as the weapon of choice.

Coca-Cola, Nike, Jimmy Choo, Beats by Dre, Formula One and luxury French swimwear brand Vilebrequin make up just a few of the big-name brands Malbon Golf has collaborated with.

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It’s a glitzy lineup that quickly reeled in a host of stars. Justin Timberlake was a follower of the Instagram account long before the first Malbon Golf shop opened its doors on Los Angeles’ Fairfax Avenue, dubbed “the streetwear capital of the world.”

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“Cultural figures (can) make a bigger impact for inspiring young people to play golf than professional golfers,” Erica said.

“Young people don’t relate to Tour players. If you can present somebody that loves a sport who looks cool, who younger people admire … then it’s going to intrigue young people.”

“Maybe there’s a 13-year-old kid, and his grandfather for years has been like, ‘Come on, I want to take you golfing,’” Stephen added. “The kids, like, ‘Nah, I don’t want to, pops. That’s not for me.’ Then he sees Travis Scott doing it and he’s like, ‘Hey, Grandpa, I need to go learn how to golf.’

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Day’s baggy pants had raised some eyebrows at previous tournaments, but neither Malbon Golf founder had expected — or intended for — such a reaction at Augusta National. Little did they know Day would be paired with Tiger Woods for the first two rounds, increasing the number of eyeballs on the vest that Stephen had assumed the golfer would remove after warming up.

On the ground at Augusta, the fallout was minimal, the duo recalled. Day was unperturbed after being politely asked by tournament officials to take off the top, safely qualifying for the weekend before finishing tied-30th.

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“I think maybe 10% of the golf world knew who we were, and after that, 90% of the golf world knew who we were,” he added.

For Malbon Golf, it is simply the latest step in its aim to “condition” the golf world into accepting new styles in the game. Stephen draws parallels to basketball icon Allen Iverson, who flaunted the NBA’s mandatory dress code, accepting fines to eschew suits in favor of his trademark hip-hop style.

“Now if you look at a basketball game and you see people walking in, it’s like a walking runway fashion show,” he said.

“When people get uncomfortable, change happens, and without being disrespectful I think that the sport in general has been poised for a little bit of change and a little bit of movement into the future,” Erica added.

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