Behind the Golf Brand Podcast with Paul Liberatore
It’s like playing a round of golf with some of the most interesting innovators and entrepreneurs and listening to the stories behind their success.
Hi, I’m Paul Liberatore, and I love talking to entrepreneurs and the stories behind their brands. I find it intriguing when people are vulnerable and honest about their struggles and successes. I invite you to join me as I explore other people’s stories. We will celebrate, above all, the challenges and setbacks that ultimately lead to some of the biggest names and brands in the game of golf.
So come join me on my quest to find the stories Behind the Brand.
Behind the Golf Brand Podcast with Paul Liberatore
#139 - Live Forever: Scott Riley
Live Forever Golf (LFG) is a golf lifestyle apparel brand founded in 2020 by four friends—Scott Toole, Matt Every, Scott Riley, and Lewis Price—in northeast Florida. The brand originated from a viral moment during the 2019 AT&T Byron Nelson Tournament when PGA Tour golfer Matt Every dramatically threw his wedge after a frustrating shot. This moment inspired the creation of LFG’s iconic logo, a silhouette of the club toss, symbolizing the raw emotions and passion inherent in golf.
The company was born during the COVID-19 pandemic when the founders used the global pause to channel their creative energy into building a disruptive brand. Their mission was to design apparel that resonates with golfers while challenging traditional norms of golf fashion. The name "Live Forever Golf" was inspired by Matt Every’s tattoo, which references the Oasis song "Live Forever," reflecting the brand’s ethos of passion and timelessness.
LFG embraces a relaxed, countercultural approach to golf apparel, offering stylish yet functional clothing for both on and off the course. Their product line includes hoodies, sun shirts, shorts, hats, and performance gear designed with comfort and versatility in mind.
Operating predominantly online, LFG has rapidly grown its customer base while maintaining authenticity and customer-centric values. With plans to expand into pro shops and PGA Tour events, Live Forever Golf continues to redefine modern golf fashion while staying true to its roots in camaraderie and creativity.
Welcome to the Behind the Golf Brand Podcast. This week I have my good friend Scott Riley from Live Forever Golf. If you guys don't know Live Forever Golf. They make some sick, sick, sick clothes and I am super excited to have them on the show talk about their history, how they started and where they're going and their new collection that just came out. So lots of cool stuff, so welcome to the show yeah, hey, man.
Scott:Thanks for having me on, paul, it's good, uh good, to see you over the internet again oh yes, the good old internet and my only family. Did you grow up in a mall?
Paul:No, did you grow up in a mall?
Scott:We were talking about Street Fighter 2. You got it and your background there I mean cheat codes for Street Fighter 2.
Paul:It was some dude. My mom would be like I want to go shopping at Dillard's and I'd be like I go with you, go to arcade.
Scott:She'd be like yeah, go ahead. And then I, those were the days I mean you had mortal kombat, nfl blitz, I mean just which mortal kombat the original, I like two, I think was what I like. I like moral combat too. I mean, I grew up with a sega, genesis and uh, so any iteration of those were were fine with me. It was just remember like when a really cool, uh arcade game would come to your console.
Paul:It was like worlds colliding do you remember how, like I remember this, like I remember, when um mortal kombat came out and they put on nintendo, but nintendo wouldn't show the blood, they would show like right, yeah, yeah, I don't remember that it was like they wouldn't show the blood, I just remember that it went against, I think, nintendo's values, so I got to respect that.
Scott:That's cool, but that's why I had a Sega.
Paul:Oh, definitely, because you want to see the blood, you play some Altered Beasts, absolutely, absolutely. It's like we start talking like video games, old age stuff. Oh man, I'm getting old bro, I don't play them anymore.
Scott:That's for sure. I don't play.
Paul:I don't play them anymore, that's for sure I don't have time for video games. You kidding me. And then my kids are playing with it and they break it and I'm like I'll just break up more.
Scott:I really you know, I thought when I was, uh, when I first started having kids, that, okay, this will be a way for me to and play games with my son and like, no, it all just blew right by me. I have no clue how to work a controller.
Paul:No clue the funniest thing is when your kids are better at you. So when they're a little like oh yeah, let's play mario kart, or let's play some shooting game or something silly, I don't know, and then they get better than you and it's like okay, let's just let's play some n64 and or super nintendo, mario kart, do better now.
Scott:And it just beat you with a d-pad, let's, yeah, I remember your funny story is a funny story.
Paul:My cousin, when I was a kid, I remember I had remember tech mobile for nintendo. That was like the coolest football game ever. He was like a 30 year old man and I remember that's when you could be like the chicago bears and they're really good. You could be the lions and like every time that one guy like you know like okay, barry sanders, and he could blow through the line or I remember I beat my cousin. He was a 30 year old man. I was like 12 right. I beat him in tech mobile. I thought he didn't beat the shit out of me like straight up. He was so pissed. He like ripped the controller out, he's like. And then he like ran outside and jumped in the pool and my other 30 year it was a 30 year old man and then my other cousins or siblings were like I started laughing. I was laughing so hard, he's like, I'm like man, what a poor sport. I still thought it was like 50 something or 60 something.
Scott:Yeah, I've been known to be a poor sport in video games back in the day.
Paul:Yeah, me too, breaking controllers throwing, breaking controllers, throwing them in the reset button oh I don't happen. I had a friend once we had like a nintendo and like he was playing rbi baseball and he was losing. But he also knew if he kicked his, if he kicked his, like dresser, it would like reset the nintendo. So right before it would like end the game, he'd kick it and it would reset. You like, oh I don't happen, dude, like it's all messed up. I'm like really, bro. But anyways, enough of our traumatic childhood um playing video games, um where do you live?
Scott:uh, we're based out of jacksonville, florida, so, um, right here in the backyard of the pga tour and, uh, what a state for golf, but we're starting to get some some better temps here it's. It hasn't really felt like golf season yet, um, I mean, well, we had a pretty unusually cold winter that was so freaking cold oh it was great because it kept all the people inside.
Scott:It was too cold to go play, so it just kind of starts a later transition from winter into the spring as far as the turf goes. So a lot of struggle. Bus courses going right now, unless if you ever see the TPC Sawgrass so the players was phenomenal. I feel like that's when it just kicks the golf season into gear here. We got the Masters coming up in a couple of weeks. Are you going? No, unfortunately. Do you have tickets?
Paul:No, but you got right. I wish I do know people who are going. Thanks a lot for inviting me, Jerk.
Scott:Yeah, it's, it's a that's become a really tough ticket these days, um, but no, we we've got a couple of um, a couple of pros that we uh have on our staff that are playing on corn fairy champions tour, uh, but we don't have anybody with their their card right now on on the pga tour. Um, that's uh definitely a bucket list, definitely a dream of ours to to be able to go to augusta one day with uh somebody wearing live forever golf inside the ropes so how did live forever start?
Scott:um man it like the genesis of the initial. Thing yeah, I mean you're all boys right. It started with a text thread with a bunch of friends, um, that were cheering on matt every. So. I played professional golf in the early 2000s, just slugging it out on many tours to call myself a q school dropout um they'd be probably make dude you should make a t-shirt school dropout well, there's, there's a few thousand of us that would, uh probably wear.
Paul:I think you would wear that because funny too. I too. I mean not, but it is.
Scott:It's the only school I've been kicked out of, but they still took my money, lots of it. But no, that was professional. Golf was at a very different point. You know, 18, 20 years ago, when I was giving this a run, there was felt like there was more of a path to the PGA Tour. For you to kind of earn your stripes on the mini tours, go through Q School, get some, you know, some confidence, and then next thing, you know it's a journeyman game unless you're some sort of a prodigy.
Scott:But the mini tour days were very, very cool and I got to spend a lot of time with one of my best friends, matt Every, who wound up going on to bigger and better things on the PGA Tour and went in a couple times out there. But you know, it's a true meritocracy. It's an individual sport that doesn't have a lot of support unless it's coming from your friends and family and um. So we were always right there in maddie's corner when he was, uh, slugging it out there on nationwide tour and then eventually pga. Um, this is a long-winded answer to get to to no, it's a great answer again, the very beginning.
Paul:Like you know, you had to get to a certain point to actually start it right, like yeah, like what's the real reason behind it, not like oh, you want to make money selling clothes.
Scott:You know what I mean like there's a real story here well, and back in that day fashion was very different and you a lot of these, you know companies that are huge today weren't around back then the Peter Millars of the world.
Paul:They're all starting back then.
Scott:Yeah, they were all just starting to kind of find their own way. But I had to go find, you know, clothes off the rack that kind of fit my personality, and back then it was something like slacks from banana republic and maybe a lacoste polo and they're hot as they're all like thick. Yeah, actually they're hot yeah, you had to wear pants out there, unless it was uh uh hooters tour, you got to wear um shorts or a short top no, you had to wear pants. Had to wear pants shorts or a short top.
Scott:No, you had to wear pants, had to wear pants right optional. But you know, it never made sense to me that we were wearing all these clothes off the course. That didn't match up with what we were wearing on the course, and so fashion's kind of been in my life, whether I knew it or not, for forever, just kind of following me along and um, fast forward. Another 15 years later, matt every throws a a club at the byron nelson tournament.
Paul:He's playing really well, right? Let's talk about that. What happened, right? Why? Why did he throw the club?
Scott:I love this story yeah, um, he was playing really well and pulled a t-shot into a fairway bunker on a par five and had to wedge out, um, and you know, just feeling like he got dealt a bad hand on the, the kick in the fairway or whatever that led it to go into the bunker, um, he just had a primal release.
Scott:I mean just a real rage moment that that needed to be let go, and it's just so indicative right, right, right and it's it's just an indicator somebody that's passionate, somebody that's like living in that moment and, um, you know, they're just highly competitive and wanted to just let it all go. I mean the the next pictures of them are just, you know, kind of sitting down like processing what just happened. He left it right there and moved on, finished second. In that event, he had a chance to win down the, down the stretch. But I mean, it just kind of symbolized a lot of things that that I had felt about the game and that I felt like other, um other athletes and other professional yeah yeah, anybody that's ever been, you know, pissed at an outcome that they felt like they put in more effort than what the result was.
Scott:But that happened in 2019. And it was another year that went by until I decided to do something with that motion. Paul, I thought it was the most athletic move I've ever seen on a golf course. It looked like a guy that was hucking you know a football on a Hail Mary or a pitcher that's throwing 98. It just resonated with me as something that kind of transcended golf and we started branding it, turned that that motion into a silhouette, uh, started putting it on t-shirts and hats and incubated this, uh, this baby and um in a garage at my uh, other co-founder, scott tools garage.
Scott:We worked out of his backyard essentially for three years just getting this thing cranked up, um and I don't know just. It was so well received when we started, you know, um, seeding some of the initial pieces of product inside the rope. So matt was still playing on tour at the time and we were getting our t-shirts and headwear onto the, the backs of caddies and some players like, uh, you know, bo hosler and a short game chef all these um, peers of matt's, you know loved it. I mean, jt poston says it's the best logo in golf and I'm just trying to get them to ditch the whale and come on over to live forever. It's been an incredible journey. It's been incredibly rewarding, just to start something. Now we're off to the races.
Paul:Yeah, it's totally the gas now we're, we're, we're off to the races and yeah, it's totally the greatest thing. Logo, dude, it's like. That's like the. It's like an iconic logo, you know like. It's like the tiger, you know like, that's almost like, but it's the. It's for the golfer who, who understands like there's very rarely you actually do the tiger than when we we do your guys's logo. You know what I mean. We're just like actually do the tiger than when we we do your guys's logo. You know what I mean. We're just like so pissed that you can't like what's happening well, it's uh.
Scott:What was that sorry?
Paul:oh, I'm just saying that, like, that's a great logo. I mean it's, it's smart.
Scott:I guess it's really cool yeah, it feels like, uh, you know kind of a jump man of golf. How can we attract others into the sport? Because golf has just been, I'll say, infiltrated by other brands. But you're seeing more and more of kind of like pop brands and pop culture coming onto the golf course, which is freaking awesome. It gives us an opportunity to, to create so what?
Paul:when? When did you guys go live? When was like? When was the initial release?
Scott:yeah, I think our shopify site went live in September of 2020.
Paul:So about, six months in Right right. What was the initial drop? Was it shirts or pink hat, headwear? What was it? Do you remember?
Scott:I think this is one of our first pieces. This is called the Rotus, the Rope of the United States. We started I mean mean this is a richardson umpqua. I mean one of my favorite hats. This is dude, richard makes good hats, they do. And we still. We still use some richardson gear for some of our, our headwear, but now most of it is being made uh custom dust, fully manufactured for live forever, golf and um.
Scott:But yeah, we started with uh, t-shirts, hats, we had belts, towels, um, ball markers, uh, just your, it felt like a kind of a promo style of organic marketing, just guerrilla marketing, stickers, koozies, I mean, all these man. Looking back, our spin was a lot lower on some of the products but uh, it, just, it morphed rather quickly. Um, after we hired uh matt proctor to help us with our, our design work and our product development. So we knew we wanted to make polos, we knew we wanted to make stuff for, on course, we knew we wanted to continue to dress ourselves, and so we didn't want to do that.
Paul:Right like it's stuff that you like yeah, like you're making clothes for you. Right, like styles and designs and the way it feels and the way it works.
Scott:Yeah, like the, the easy route would have been to, um, find other manufacturers that have blank products and kind of decorate ourselves, but but that, uh, you know that was an authentic and a little bit lazy. I think we could go a little bit further up the stream and work with a manufacturer directly to to bring us fabrics that are available on the market to bring us in, like the performance hoodie.
Paul:Your fabrics are nice.
Scott:Thank you. Everything's built with intention. We're building it basically from fabric to finish. In some cases, we develop our own fabrics.
Paul:Yes, what is the most popular product? You guys, you feel like that, you like uh it's been.
Scott:It's a it's kind of a dead heat race between the dawn patrol and the soft landing. Uh hoodie. Um, I'm wearing a sunrise hoodie. This is a fall, fall piece. I just it's, uh, what I had in the closet this morning, but I probably should have worn one of my best sellers for the for the pod. But uh, no, the, the outerwear that we make is is absolutely killing it. Um, everything's done really well, our polars are fantastic, uh, but it's a very competitive space when you come into the polo game.
Paul:So the Weekend Warrior, you said, or the Sunrise.
Scott:Weekend Warrior. We just introduced that last December as a new outerwear piece. I wish it was cold here still, just so I could wear it, but uh, it's just complaining about it not being golf weather. So, uh, I'll wait till we get to the uh, uh, to the fall to bust it back out again or turn the AC down in the house and walk around in the weekend Warrior.
Paul:Dude, that's a six. Yeah, I would wear that all summer or all winter. I mean, it's getting hot here now, but like, like, I would literally wear that every day. You know, like that, like the performancey hoodie I don't even call it like, I'm gonna find it like it's got a uh here.
Scott:I want to go find one. You keep it, you keep it going. I want to show, so I'm making a song for everybody.
Paul:Well, Scott.
Scott:Here we go.
Paul:All right, so what's that?
Scott:This is the Weekend Warrior. It is an Ottoman fabric. It feels a little bit like a terry, but it's got a ton of stretch and movement. It's soft, just a great silhouette, super soft Actually. I gave my mom one for Christmas and she freaking loves it, so it's a little bit of a unisex fit. Everybody keeps asking us if we're going to make women's clothing and I say we need to stay in our lane. Um, there you go. Oh hey, we still have a sale going on. All of our auto wearers, uh, mark 30 off until the end of this evening. So I need to get one of these so this is that.
Paul:This is the weekend where you just showed yeah, dude, that looks all so comfortable it really is.
:It's a great rug and this came out over the holidays it did.
Scott:Um, it's done really well for us. We're kind of getting down to the oh, it's good to see we're well low in stock on a few, but um, yeah, come and come and get it while the supplies last and then the sunrise.
Scott:Right, that's what you're wearing yeah, yeah, that's a great um, a little bit of a layer piece, but I also wear it without a polo underneath, so it's good lightweight performance product. Um, you know, our, our tagline is for the player, not the game. I think that that bleeds into everything we do, uh, right down to how the, how the piece is going to fit and perform, uh with your movements that's cool, like legit man.
Paul:That's I'm heard, and that's what you're wearing right now, is that?
Scott:yeah yeah sunrise everything, everything yeah, the dawn patrol. That's our high-end piece. Uh, it's a bubble knit waffle fabric. Feels really good on the hand, feels really good on the body is it hot or is it like no, it's it. It heats as it cools and cools as it heats it's. It really responds well to you know, the environment you're in I think it's the weekend warriors a little bit heavier piece and it keeps you a little bit warmer. But you know, see our guy right there, that's Tristan Thompson, our model.
Paul:He, uh, that's you dude, we're talking about you like darkened your beard, I wish. And you're like flexing for the camera at the beach, uh huh On the sand trap drinking a coffee. No, I remember seeing that at the show and I was like, oh, that's so sick. Yeah, I mean go ahead For this season, then like for this new one that's coming out. What are you guys focusing on? Was it the polos or the shirts, or or everything, or what?
Scott:yeah, I mean, we're really focusing on on getting more eyeballs on the brand, and everybody that discover us discovers us. You know, really don't know any different than than what we're making, so it um we've developed a core line of products that are going to be staples, and that's our ringer performance polo and our soft landing performance polo. So we've kind of separated those two out into different families. The soft landing is a natural fabric.
Scott:It's got a Pima cotton Lyocell blend. It's got those natural performance capabilities that you like to see in a synthetic, but it's you know, natural cottons. It's kind of wild to think that we're just walking around wearing a bunch of plastics on us and we really like the look and feel of the natural fabrics. That could be something that we just continue to lean into and develop even further.
Paul:Is this your release for the biggest week in golf next week?
Scott:oh, yeah, yeah, the, uh, the passionate patron, we, we were just kind of screwing around with our logo and decided to put a flag stick in his hand. So don't always need to be throwing golf clubs, you can be throwing something else it'd be hilarious.
Paul:You threw a flag at the course, dude. That'd be so funny.
Scott:In the list that's why I don't have that yet um yeah we've got these. Go ahead, I'll go ahead.
Paul:Oh, you're just going scrolling through I I noticed, yeah, we've got the azalea, that's uh I mean these are all pieces of art um so is this like, is that part of that collection, or is that the sip, or is that more like a branded part of the line? You know what I mean.
Scott:Like, oh, that's, that's for our, our fans over there in mississippi, um, I guess it's a uh it's slang for mississippi.
Scott:Still, oh, I was thinking like sipping drinks and I was thinking that's like me, so I was like yeah I mean we, we don't have licensing, so we're starting to to have those conversations with some schools and we've been making some, uh, unlicensed, if you know. You know you've got gains, vegas and duval for our jaguar friends and uh, scalp them for tallahassee and no, that's cool, it's super cool. Yeah, florida man, that that was a huge seller. Um yeah, like I think at some point we had nothing probably do like your logo and those colors too.
Scott:That'd be cool yeah, we have that in the genesis polo. I think it was on the other page, you know what I mean.
Paul:Like essentially your logo is that color and be like the florida.
Scott:Look guy, I don't exactly um so we just started to get our spring 25 uh line into hand. So, uh, those orders have been packing and shipping to the clubs that placed them with us back in january do you?
Paul:you're saying you're making all your own hats now they're like custom to you manufacturer. Do they have like all the rib, the stitching inside and the you know the?
Scott:yeah, the inside has all of our, uh, all of our labeling. I mean it would. You would think that we just made it here in the back uh of our office live forever golf branding all throughout, um, but then you get that trucker, mesh the waker right there. Those, those are going on richardson 112s it's the best freaking my favorite.
Paul:Everyone uses original, like that's what I tell people. I'm like this is the most iconic hat and I like have a million of them and I love it because it's so easy to snap on, snap off and it's you know. I mean you can make your own if you want.
:But that's cool yeah, that's, that's.
Paul:That's the hat, but there's a while on the oh go ahead.
Scott:Oh, it's just gonna say that that green one there, the morrison, that five panel, that's probably my my favorite, uh favorite colorway. I also like the Dusty Rose version. That turned out really good Everything we make is designed to be to match.
Paul:Is that embroidered?
Scott:or is that rubber? That's a rubber, silicone type of patch.
Paul:It's a raised effect, so it's got some dimension, but it's the same color as the hat. That's crazy. Yeah, I love that you know what I mean.
Scott:Well, the inside it, or, yeah, the inside is the hat. Um, it's, it's all the. The navy print on that is the same color is is a raised, raised. That's sick, dude, that's super sick thank you.
Paul:This turned out great. You can see the white too. That's a sick ass hat. I love hats. I keep getting hats. Gotta have good hats, yeah, because they don't last forever. You know what I mean.
Scott:You gotta wear them until they die well, it's a bit of a gateway drug to your brand. Yeah, because they don't last forever. You know what I mean. You got to wear them until they die. Well, it's a bit of a gateway drug to your brand, I think. Looking back on some of my purchases, I definitely wanted to find a cool hat company and if they're making products that align with what I want to buy, I'm going to go all in. Yeah, that's what I want to buy, I'm gonna.
Paul:I'm gonna go all in, yeah like you know, it's affordable to like it's in that price point where they're not like totally like going headfirst into a brand but they like the hat. No, okay, cool, like this is good stuff, and then they go into whatever else. The next thing you and your gateway drugs man, don't do drugs, kids. Um, I actually tell people all the time when it comes to launch monitors, I'm like, yeah, the r10 is like a gateway drug. It's like you get a little taste and it you're like it's not too bad, and then you realize you want something bigger and better. But yeah, that's cool. Um, are you guys gonna do belts this year too, or no?
Scott:yes, we are uh always updating our belt line. Um, there's one new piece in particular that we just launched a few months ago called the dorado belt. Uh, that one's uh it's a collaboration we did with a manufacturer um out of guatemala and so it's all hand woven in guatemala and I want to say they're assembled and antigua um.
Scott:So we partnered up with antigua threads to to make a make a one of a kind LFG belt and gosh, we only probably have like 50 or 60 left that probably get in time to to make a reorder. But yeah, belts are essential to keeping your pants up and everything we do over here. So we just we were actually having that chat earlier today Like what do we do for the belt space here? How do we keep evolving that?
Paul:Because I think everybody's really going to your website Because only so many people do belts, especially like the weave belt or like a stitch, you know where they have like the yeah, the needle points, yeah, the needle point kind of style yeah, we have ribbon belts, we have some, uh, leather belts and we have the, uh, the, the, the dorado.
Scott:It's probably in your all the things. I just saw it, there it is. I just saw it there it is. I just saw it there it is. Boom, boom, boom.
Paul:That's her that's her, that's her, that's her, that's her that's her. Yeah, yeah, yeah because it's it's like both styles of, because it's it's like both styles of, because it's it's like both styles of belts, right, and then I'm assuming this is belts right, and then I'm assuming this is belts right, and then I'm assuming this is just do some cool stuff, have you guys? I noticed too that you guys had done like, um, when it came to outerwear, like you're doing jackets and stuff like that um are you guys still gonna do jackets like heavier jackets, like a rain windbreaker, but like, um, what's it called?
Paul:like a rain windbreaker, but like, um, what's it called?
Scott:like a rain jacket or uh, um, like a windbreaker, I guess, I don't know getting the right word to say no, we've uh kind of explored that, but the only thing that's really kept us from fully going in on it is is the cost on stuff like that, um to develop, you know, I mean these are technical pieces with a lot of performance fabrics and um, is it really worth?
Scott:waterproofing and like yeah does it still work, you still can, you know, move in it well, if you're going to make a rain jacket, you need to have a rain pant and um the rain glow yeah we're. We've been a little bit fair weather when it comes to getting out and playing golf in that type of slot, but I would like to to work with another brand, um, to do some sort of a collaboration for our, our um, our, our weather gear before we just go all in on making something ourselves that's smarter.
Paul:I've always heard that from a lot of brands too. It's like you'd rather. A lot of brands say like they'd rather work with the other expert right in that type of gear. So it's like you've already figured that out, like why do we need to figure all that out? Like and then you know, let them, we won't be the best of what we do, we can bring somebody else that's the best what they do, you know, and kind of yeah, and if it's going to be a really high-end piece, uh, you're going to spend what?
Scott:320 bucks for a top and then another 250 270, so we're looking at like a maybe a 600 get up and if there's any type of you know, integrity of the piece that falls apart, then you're.
Paul:You lose all credibility that this thing's all about rain gear, vortex or dot like, whatever it's made to do. You know like. Yeah, I totally agree on that. Where can people find you? Are you guys in golf shops? Are you mainly online?
Scott:Well, hopefully more and more all over the Phoenix Scottsdale area. We just hired a rep.
Paul:We've got samples.
Scott:Yeah, well, there's a process once you start to onboard a new account manager in a different part of the country, and we're at the mercy of how long the postman is to get stuff over. So, you know, you can find us online, obviously, at liveforevergolfcom, but we're in probably 30 pro shops Um, I'm sandbagging that. It's probably more than that, uh, but around the Southeast and parts of the country, um, and yeah, we were in conversations with a couple of other, uh, big box stores to potentially get get a start in one of their storefronts. So that's huge new, developing type of information. We'll be at the New Mexico Open in Turtleback Mountain down in Elephant Butte, new Mexico, in September. So that's the first partnership of that kind where we were. We'll be working with the the sun country uh, pga section out there and, um, yeah, there's there's a lot of interesting opportunities that are starting to I think I like about you guys.
Paul:Okay, I mean outside your story. I think your story is cool and I like your logo a lot. I think your outerwear, you know like your performance stuff and your hoodies are sick like. I think, like you found something there you know that a lot of people are not I don't know, doing a good job at, and I think you guys are crushing it like it's cool, like it's like for our like. I think if the regards what age you are, if you're like our age right, a bunch of dorks from like who grew up in the 80s and 90s, you know or if you're like even a younger player, like it, it's the cool thing to wear and it's something you would, especially if you live like in the south, or the south, the southwest right, or california. That's like the perfect, that's your winter wear right there.
Scott:Honestly, you know like you're not gonna wear more than that um there's a lot of winter left, too, around this country. Um, so that's what I'm telling people.
Paul:I'm like because golf, like, I'm like everything, man, golf is down right now. I'm like, no, it's not. It's freaking march 31st and half the country's in snow. Still like we're not.
Scott:You know exactly, exactly um, I mean, what are your thoughts on uh quarter zips?
Paul:I don't think a lot of people do personally, like I, like how, you're just my, what am I? I will give you an example. One of my favorite shirts that I got was from phoenix open, like five years ago, right, and it looks very similar to the sunrise that and that kind of cut right. It all has a logo on it and I would literally wear that shirt like every day. I could if I had a wife to wash it, because it's soft. It was like, you know, it was phoenix open shirt, but it's still like it's super soft. It wife to wash it because it's soft. It was like you know, it was a phoenix open shirt, but it's still like it's super soft. It doesn't lose its color. It's something I can wear. It was good in jeans or it was good in shorts. If it's like in the 50s, they could wear it, you know. So I don't know. I feel like quarter zips, though I think a lot of brands have a lot of quarter zips. You know what I mean or even four zips a jacket.
Paul:It's back to what you were saying, too, where it's like not about more like performancey stuff, right. Where it's like okay, is it gonna break, or is it gonna. How many letters is it gonna have? I don't know. That's my opinion.
Scott:It was worth wait nothing yeah, I mean we, we probably we haven't made a quarter zip in two years. Um to your point about leaning into the outerwear and just making pieces that that others don't have, that's been but like no one's doing it.
Paul:That's so cool. It's like you are you know what I'm saying. Like when you start out with the brand, from my own experience, it's like you try everything, right, you're like I don't know what. Like we want, we want to make some cool stuff, and you try a bunch of stuff and then it's like but I feel like at the end of the day, every brand has to ask themselves, like who do we want to be known for?
Paul:you know what I mean like oh, they're the brand that does the sickest ass x. You know what I mean, and then you can make other things, but you're the sickest accent, you know. Like that, in my opinion, I think you're out over. Sick as sick as hell, dude. But that's me and I I managed to show a couple times and, like I felt yourself, I'm like, oh, this is cool.
Scott:So I think um no, I'd keep going give you and your hair looks really great and uh I just got it, but then I look like a santa cla.
Paul:I don't want to do that.
Scott:I just got it cut. My hairstylist's name is Lee Trevino.
Paul:No, it's not.
Scott:Yes, dead serious.
Paul:He's the relief, trevino, he's the man.
Scott:I try and get him a plug every chance I get Dude. He cuts Cam Smith's hair, Doc Redman, Sam, Ryder, Matt Every, Scott Riley, Aaron Price. He's multiple PGA Tour wins out there.
Paul:That's not even easy. And then we have a Q School dropout. Yeah, don't just continue that Come on. Maybe I'm gonna make a shirt that says that today I'm gonna say q school dropout, and then no one's gonna understand what it?
Paul:means unless you're like golf or something. But well, thank you so much for being on the show. You guys have to check out live forever golf. They make really really cool. In my opinion. They make some really really cool outerwear, like legit. I'm gonna like try to hit hit scott up, yeah, because, like this is my it's gonna be really hot for five months, but um, that's okay because it's cool.
Scott:Um but where do you play out? Uh, where do you play out there?
Paul:what's cheap. Everything's so expensive right now, like I'll play like um, mainly like the more the muni stuff like dobson ranch, which is like pretty popular now. You always see it on and I play like, uh, what's it called um the rock mountains are. I can't even think right now. Um, my, my gosh, I was on my golf course, papago, I played at Papago, did I play at Papago? Okay, it was really pretty. It's the place you had your school at now for their golf team. Have you met Kyle Mays? Yeah, I know he is.
Scott:I mean, I haven't met him, cartbar guys.
Paul:Yeah, they work at Papago.
Scott:Okay yeah, we cart barn, cart barn guys. Yeah, they work out. Okay yeah, we've only met over instagram, but he seems like a good we're cool dude. A good dude, yeah, they're cool dudes, just do what they're doing um awesome. Well, hey, thanks for having me on. I I really appreciate it. This is a lot of fun, paul it's fun, right?
Paul:just chill, hang out, so hang out. So you guys check out Live Forever. They're legit and I'll see you guys in the next episode.
:Thanks for listening to another episode of Behind the Golf Brand Podcast. You're going to beat me. Stay connected on and off the show by visiting golfersauthoritycom. Don't forget to like, subscribe and leave a comment. Golf is always more fun when you win. Stay out of the beach and see you on the green.
