Michelob ULTRA is on a mission to bring joyful moments and community back to the game of golf. Spotlighting its commitment to emerging athletes and personalities redefining the game, Michelob ULTRA recently partnered with Devereux to create a co-branded men’s and women’s golf-inspired capsule, including assorted graphic polos, sweater vests, cardigans, bucket hats and ball caps. Hypebeast caught up with Michelob ULTRA and Devereux at the Raven Golf Club in Phoenix, Arizona, to capture the capsule in action. In the video below, Will Brunner and Bert Brunner, Director of Operations and Co-Founder and Creative Director of Devereux, talk about establishing their brand ethos and dismantling misnomers about the sport through unconventional clothing that inspires players to lean into the joy of it all.
Brothers Will and Bert Brunner founded the golf apparel brand Devereux in 2013 to reflect the sport rapidly shifting to become more inclusive and community oriented. This evolving environment dismantles barriers of entry for amateur and professional players alike, even ushering in a new era of golf fashion to the fore. Brands like Devereux are among the emerging labels facilitating this transition through retro golf styles that, once in time, were stuffy and uniform in nature.
The Devereux x Michelob ULTRA capsule, launched earlier this year, is a colorful survey of classic silhouettes remixed for contemporary players looking for course-to-street versatility. Highlighted in the collection is a color blocked polo featuring a stripe motif inherited from vintage soccer jerseys. “Devereux Golf” and the brand’s signature skull caddie graphic are stamped across the front panel in addition to a blue and red color scheme adapted from Michelob ULTRA branding. Will Brunner is captured wearing a black-and-white checkered polo shirt with contrasting red embroidery, paired back to the brand’s relaxed “Staff Player” short design. For women, the collection offers summery styles like a cropped, boxy polo shirt with blue-and-white checkering and a circular “Club Superior Golf” logo adorning the back. The range features antimicrobial and sweat-wicking properties, catering to style and performance.
Golf is the type of sport that can be as leisurely or consequential as you want it to be, according to Devereux, and more often than not, an activity best shared with buds. “It’s really about the culture we’re trying to present in golf,” says Bert Brunner. “I grew up in the game, and I’ve seen every brand come through from the very start of it, where it was just basics. For us, it’s just wanting to expand on the lifestyle — the way that we were raised and the way that we play the game. It isn’t so safe and traditional; we like to be active, loud and have a little bit of fun out there on the course — all the while being respectful back to the game. Our clothing comes from a sense of honesty. We’re players of the game, and we’re just trying to present what is the future of golf in our eyes.” The capsule embraces this feel-good energy while paying homage to the sport’s traditional background. Though the brothers take a lax approach to golf, they admit they still revel in its competitive aspects, or rather, “getting on the tee box to see who can hit it the furthest — accurately,” as Will points out.
Enjoying the journey and the small moments when you notice your swing leveling up is paramount to the experience — but so is feeling confident on the course. “Devereux Golf is about freedom and the game of golf, but most importantly, getting people to come and experience the sport,” expresses Bert. “Our mentality is to get people involved: let people feel that it’s fun, it’s exciting and enjoyable for everybody. That’s the biggest reason that we’re doing this and pushing the brand.”
“It’s all about being free. It’s not taking yourself too seriously and having fun while doing it,” adds Will Brunner. “It’s really easy to bond over the game of golf, and I think that’s what people love to do. You give them one-on-one time, and you’re out there for an hour or so.” In this sense, Devereux’s synergy with Michelob ULTRA is front and center, as both brands invite players to cultivate their own versions of joy on the range.
See the Devereux x Michelob ULTRA capsule styled in the lookbook above. Head over to Devereux’s website to browse and shop the collection.
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