Leading custom headwear brand Pukka is officially launching in the UK and Europe through a new partnership between retail consultant Andrew Law, sports distributor Specialist Sports and PR and marketing agency The Loop.
Built on decades of combined industry experience, the collaboration will introduce Pukka’s signature fully custom, premium headwear to golf retailers across the region for the first time.
Known for its quality, speed and complete customisation, Pukka has become a mainstay in US pro shops. Its expansion into the UK and Europe brings the same identity-driven retail model to a market that is experiencing renewed growth in participation and increased demand for personal style.
Since leaving adidas, Andrew Law has advised several US brands expanding internationally. He saw an immediate opportunity in Pukka’s proven model.
“Participation is up and golfers care more about what they wear than ever before,” said Law. “Headwear has become part of a golfer’s identity. In the US, entire shops are built around custom ranges, and I could see that shift starting here. Pukka gives every club, not just the biggest destinations, access to a premium, fully custom product that showcases who they are.”
The launch is being delivered through a three-way partnership that will see Law leading the UK and Europe market entry, with Specialist Sports managing distribution, operations and retailer support, and The Loop driving creative, marketing and storytelling for the region.
With backgrounds across TaylorMade, adidas, FootJoy, Srixon and other major names, the team brings deep knowledge of both the trade and consumer sides of the game of golf.
Ben Davis, Category Director for Golf at Specialist Sports, said: “For smaller golf clubs, true custom headwear has not always been practical. High minimums, long lead times and too much risk have put retailers off. Pukka changes that. Clubs can start from 48 caps, split across four colourways, delivered in around six weeks. Strong margins, full creativity and flexibility without tying up huge stock. It is accessible, fast and good business.”
Pukka offers full creative control across panels, colours, stitching, logo placements and beanies. This gives clubs the freedom to create collections that reflect their identity and speak to their membership.
Paul O’Hagan, The Loop: “A club’s logo and colours mean something. When golfers wear them, it strengthens their connection to the community. We want to show retailers how powerful that can be. Our mission is simple: we want Pukka to become the most talked-about headwear brand in golf.”
Over the coming months, Pukka will work with a select group of ambassador clubs who will develop their own custom collections with support from Pukka’s US design team. Their journey will be shared across trade-focused and regionally tailored social channels to demonstrate the process and the creative potential.
Davis added: “Our agents are already out meeting clubs, opening early accounts and showcasing what is possible. The response has been fantastic. For those heading to the PGA Show in Orlando, Pukka will have a major presence. It is an ideal opportunity for UK and European retailers to experience the brand up close.”
Retailers can register their interest by emailing ben.davis@specialistsports.com.