G/FORE

G/FORE is a golf-lifestyle brand founded in Beverly Hills, California, in 2011 by fashion designer Mossimo Giannulli, best known for launching the Mossimo apparel label in 1986. Giannulli built G/FORE around a stated goal of a golf lifestyle brand that was "hipper, younger and more outspoken" than the market, starting with brightly colored leather golf gloves before expanding into golf shoes, bags, and men's and women's apparel and accessories. The brand's look mixes traditional golf tailoring with fashion-driven color and print, breaking from the muted country-club norm. In January 2018, Peter Millar - a Raleigh, North Carolina, luxury apparel company owned by the Swiss group Richemont - acquired G/FORE for an undisclosed sum, after the two brands had previously collaborated on a golf shoe. G/FORE has continued operating and expanding under Peter Millar's ownership, adding standalone stores in Scottsdale, Arizona; Palm Beach, Florida; and New York City. In November 2024 it opened a two-story flagship at 401 N. Canon Drive in Beverly Hills - its fourth retail location - finished in the brand's signature pink with pastel accents and stocking golf shoes, bags, accessories and performance apparel for men and women.