Inside Hanes’ In-Store Takeover at Hypegolf Clubhouse

Essentials matter, and the basics of your closet rotation can make or break your style. Since 1901, Hanes has remained a fixture in American fashion due to its comfortable basics. On September 24, the brand took center stage at SoHo’s Hypegolf Clubhouse, showcasing its vast collection of apparel styled in unison with Hypegolf’s in-store brands, including trendsetting labels such as MANORS, Oakley, Walker Golf Things, Pluto of St. Andrews and Students.

Marking a new era, the activation also introduced Hanes’ recent partnership with TikTok Shop, where the brand will partner with influencers and media personalities to highlight its latest collections. To bring the activation to life, the first and second floors were transformed by the brand’s signature Moves and Originals lines, with the first floor dedicated to the Hanes x TikTok partnership. Custom wall and floor displays throughout the retail space explored how blending high and low fashion items can create the foundation of elevated ensembles, taking you from the green to the city streets. In the Clubhouse lounge basement, a series of clothing displays paid homage to Hanes’ heritage designs, chronicling classic shirt lines alongside curated outfits styled by the Hypebeast team.

Guests tested out their swings at the golf simulator, where a closest to the tee challenge awarded winners with exclusive giveaways, including pre-launch Plain White Socks — a nod to Hanes’ ubiquitous cotton staples. The pre-launch exclusive is an essential clothing piece that completes any ensemble, providing unmatched comfort and an elevated design that molds to the foot. A special pouring series kept spirits high and created a lively environment for people to browse and shop the store’s latest drops. As the night came to a close, attendees also took home tote bags featuring Hanes T-shirts, stickers and water koozies.

See highlights from the event in the galleries above.