Leading golf apparel brand Glenmuir has announced a new creative direction and brand refresh that returns the Lanark-based company to the values at the heart of its 135-year story – fine Scottish knitwear and crafted technical pieces for golfers who understand that quality is felt as much as it is seen.
Founded in 1891, and one of the oldest names in golf, Glenmuir’s refresh returns the brand to its Scottish identity for its 2027 collection. Visual language, communications and product storytelling will draw on the Lanarkshire landscape, the long traditions of the Scottish game, and the craft of knitwear using skills passed down through generations.
Equally important to the new direction is the customer’s relationship with the game. Glenmuir is for the golfer who plays through autumn, who packs the same gilet for every away day, who turns up early because the bacon roll is worth it. The brand world is built around these golfers and the rituals they keep.
“Glenmuir was built on the belief that a beautifully made garment, worn on a Scottish links on a clear morning, is one of life’s genuine pleasures. That belief hasn’t changed. We are here to remind the world of it,” said Mikhel Ruia, Managing Director of Glenmuir.
The 2027 Collection: Three Colour Stories
The 2027 collection is built around three colour stories drawn from the Scottish landscape that has shaped Glenmuir since its founding, and will be available for the entire calendar year, allowing retailers and stockists to present the three colour stories for the Spring, Summer and Autumn seasons.
Thistle takes its name from Scotland’s national emblem. A muted heather purple, it carries the quiet dignity of the plant that grows wild across Scottish hillsides and links rough. Paired with Navy, White and Light Grey, it feels understated and distinctly Scottish without ever needing to say so.
Bottle Green is the deep, rich green of aged clubhouse paintwork and moss on old stone walls. It is a colour that belongs to golf in the way that few others do, traditional without being dated, confident without being loud. Paired with Navy and popular Linen, it anchors the collection in heritage.
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Ascot Blue is a refined, measured blue drawn from the Scottish coast on a clear winter morning. Warm enough for spring layering, composed enough for the clubhouse afterwards. Paired with Navy, White and Light Grey, it brings a quiet freshness to the range.
Each colour story runs across knitwear, polo shirts and outerwear for men and women, allowing golfers to build complete outfits with a coherent, considered palette.
The brand refresh will roll out across all Glenmuir channels throughout 2026, with the full 2027 collection available from February 2027 on www.glenmuir.com and pro shops. A campaign, rooted in the landscapes of Scottish golf and shot at Glenmuir’s home in Lanark, will accompany the launch.