Hopkins Golf is making a go of it by trying to be different from its competitors. The company started with multiple-grind custom wedges at "factory-direct" prices and expanded to include golf balls.
Next for Hopkins is the DJ-21 irons, made from heat-treated 8620 carbon steel, featuring an undercut channel in the clubhead cavity. The Web-only distribution model might be new in golf, but the lofts are a throwback. The 47-degree pitching wedge is a degree weaker than clubs like the Mizuno MP-54, Ping S55 and Titleist AP2. At $600, the DJ-21 is also priced lower than any iron set on the 2014 Golf Digest Hot List.