2025. A new year, a fresh start. A time for resolutions, reinventions and sipping someone else’s sweat at the gym because it’s 200 people over capacity. But your Diet Coke-inhaling great aunt Mary isn’t the only one investing in a transformation. Brands are in the mix, too (Jaguar, most controversially as of late… we’ll spare you our design director’s opinions on that).
All of this January energy also got us thinking—who are we going to be as we enter the back half of the decade? Who is Waggle, really?
A month’s journey through the brand archives put us in a place of deep contemplation... Analyzing through lines between best-selling designs, beloved campaigns and things we just plain liked about ourselves (and things that we didn’t).
So what did we learn from this exercise? Well, we learned we’ve always kind of known who we are—we just weren’t quite using the right words to say it. Because, for better or worse, there’s a lot to say.
Sure, we’re a golf company. Oftentimes, we’re thinking about how to fix our slice—but we’re also thinking as much about our upcoming fishing trip, the new brewery we’re going to check out or the hat trick our favorite player scored last night. Our designs aren’t one thing because we aren’t one thing.
And seven years in, we’ve finally put all of that into the right words…
WAGGLE
noun /ˈwægl/
a golfer's unique club movement made above the ball prior to taking a stroke
Golf term, golf brand. Simple, right? Sort of. Waggle’s origin is obviously there, but, like you, you’ll find our roots extend well beyond the tee box…
See, we’re rooted as much on the course as we are the deer stand and the duck blind. In coastal escapes, mountain adventures and cabins in the woods. We’re rooted in early mornings on the water and late nights around the campfire, happy hours at the local brewery and weekends on the family farm. In lacing up the skates, and in casting a line. Inspired by fresh air and open spaces, we’re rooted in all the things that make us, us—and all the things that make you, you.
Like trees to a forest, we’re rooted in the elements that give us life. These hobbies, interests and passions are what inspire us daily to create apparel that makes you say, “Wow, this was made for me.” Because, really, it was.
But, in case it wasn’t obvious by the roosters on our shirts, we’re not all introspect and sentiment. We’re equally about having a good time as striking an emotional cord. Like the best Dad jokes, we’re a little bit punny, a little bit out there and a whole lot to love (we think so, at least).
If you’re game to stick around, we’re pretty confident you’ll find something you like. And, if not, don’t wander too far—your aha moment is probably just around the cart path (or hunting trail, if that’s more your thing).
Ready to get your Waggle on?