Metalwood, Hypebeast & AmEx collaborate on exclusive U.S. Open collection
Effortlessly cool brands Metalwood and Hypebeast—both known for shaking up the worlds of golf and fashion—have teamed with American Express to create a limited-edition capsule collection to celebrate the U.S. Open coming to Los Angeles for the first time in 75 years.
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“Both brands are synonymous with golf culture and premium merchandise, and Metalwood is an L.A.-based independent small business so we’re proud to be able to bring our backing of small businesses to the backyard of this year’s U.S. Open," said Lindsay Ulrey, Vice President, Global Brand Sponsorships and Experiential Marketing at American Express.
The collection includes an edited capsule of the cool golfer’s essentials: a retro cobalt crew neck sweatshirt, a creamy bombshell blue tee, a nostalgic (and artfully pixelated) driver head cover, and a minimalist bucket hat, the headwear all the cool kids seem to be wearing these days.
The launch is available exclusively to AmEx members lucky enough to be attending the U.S. Open at Los Angeles Country Club. To access the collection, spectators—and two of their guests—can head to the American Express Card Members lounge located beside the third hole. Once there, fans can check in at the POAP (Proof of Attendance Protocol) kiosk to secure their own NFT that then unlocks access to purchase the merchandise online. The POAPs are a bit of a collector’s item themselves; the digital souvenirs were designed by the collaborators to mirror the relaxed, chill golfy vibes of the clothes themselves, also a cool marriage of modern tech with retro color schemes and street style silhouettes.
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The launch joins other brands, like Nike and FootJoy, in dropping commemorative, limited edition designs that are coming to be nearly as anticipated as the majors themselves. We're keeping our eye out for more collaborative collections inspired by future majors to come.
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