It’s not easy to break into the golf-apparel market and become an instant success, but men’s lifestyle brand Johnnie O. has managed to do just that. Famous for its cool surfboard logo and innovative features such as ultra-soft, stretchy fabrics and the “Tweener” button, Johnnie O. has become the brand Tour players (and caddies) gravitate toward without getting paid to wear it. So who really is “Johnnie”? And what’s his secret to appealing to such a wide variety of golfers with his cool California vibe while staying within the traditional parameters of the game? Golf Digest traveled to Los Angeles to get the story behind the brand, and the man.