The Untold Story: Sugarloaf Social Club

The Sugarloaf Social Club began in 2011 as an après-graduation group chat among a few college roommates. Before long, the name shifted to an annual golf trip, which then became an Instagram account, then an eponymous brand and shortly thereafter, in 2017, Sugarloaf became a full-time creative agency working with some of the most beloved names in golf. The Sugarloaf moniker comes from our beloved college hangout, the now-defunct Coore & Crenshaw course called Sugarloaf Mountain (FL). Spend enough time hanging around this space and you’ll hear us exploring ways to reverse this travesty and bring her back to life. Alternatively, we have Plan B, which is to create a gem of our very own in the beautiful Shenandoah Valley (VA). Because the only thing better than curating one’s own golf aesthetic, in our view, is curating one’s own golf experience. That has always been the endgame - Sugarloaf 3.0. The happiest part of our accident, however, will always be the smallest joys - the chance to be creative each and every day, and the freedom to steer clear of projects or designs that don’t spark joy, so we can focus whole-heartedly on those that do.

This freedom is the most precious thing in the world to us and we owe it all to you guys.We started out making hats and logos and head covers in the beginning simply because we wanted to. That was reason enough. If we wanted red hats, we’d make a red hat. If we already had a red hat, we’d make a blue hat. And when we had enough hats, we'd make a headcover instead. In short, we have only ever made the things we wanted for ourselves and not a single thing more. That same basic approach still guides everything we do today. Products only ever return if we have lost one of our own collection or simply long for a freshie. Our club logo also changes frequently, because no grownups are around to tell us we can’t do that. Sometimes the club icon will be a seasonal one-off and sometimes we like a mark so much, it becomes a staple forever. There is truly no rhyme or reason to what we do. Whimsy steers the ship and “Play or Perish” is the motto.