Golf clothing from the beautiful Erzgebirge

“Last year, I founded a small golf fashion label where I operate as sustainably as possible as a one-man business with a manageable budget,” Sebastian Hornung recalls with pride. He presented his small company lup for the first time at a trade fair in February 2024(www.lupgolf.de) and took “great conversations” and extremely positive feedback from Hansegolf back to Münster.

Not only fun and well-being are important to the passionate golfer, but also the sustainable design of the entire project: “I have everything produced in Germany,” Hornung continues. “The tailoring workshop is located in the beautiful Erzgebirge, the fabrics come from Italy and Turkey, the yarn from Austria, all other ingredients come from Germany and only my tapes and the transfer point on the back of my products come from Asia.” This ensures short delivery routes and minimizes the carbon footprint.

Discreet branding – focus on the game, not the logo

Lup deliberately dispenses with the brand logo on the front of the products to make them more versatile. In this way, they are breaking with status symbols, self-staging and elitist traditions and want to focus on the essentials – the game itself. “For me personally, logos in the usual places have always been a reason not to wear my clothes off the golf course. The logos were often simply too big and intrusive.”

The latest collection includes a polo (price: 99.95 euros) and a polo golf dress (price: 129.95 euros) made from Tencel TM Lyocell, which is comfortable to wear thanks to its skin-friendly and breathable properties, a pair of shorts (price: 99.95 euros) and functional underlayers (price: 59.95 euros short-sleeved; 69.95 euros long-sleeved), which are super lightweight, hard-wearing and breathable thanks to antimicrobial Trevira fibers designed to remain bioactive for life and inhibit odor-causing bacteria and, last but not least, a heat-insulating and moisture-repellent fleece jacket (price: 169.95).