Its Fashion, Bro: Brooks Koepka's Top Style Moments

Brooks Koepka has always been that guy. We all knew a version of him in high school—the jock who was good at every sport, seemingly without trying. And yet, there’s always been a suspicion that there’s more beneath the surface.

For years, Koepka existed as something of an enigma on tour. His run of major dominance from 2017 to 2019 (four wins in twelve championships) was baffling not just because of how often he won, but because of how he carried himself while doing it. He played as if the trophy was a nice-to-have rather than the whole point. There was no visible tension, no sense that he was living and dying with every holed putt.

That kind of detachment was jarring in a post-Tiger era that trained us to expect visible obsession and emotional volatility. To see someone win at that level while appearing not to care read, to some, as arrogance. But in hindsight, it was just laser focus. Koepka never let opponents (or the fans) know how he was feeling.

There’s another side to Koepka that quietly reshapes how he’s perceived: the way he dresses.

Signed with Nike since 2016, he’s one of the few players who still carries Swoosh-branded clubs in the bag. More notably, Koepka has consistently given Nike the freedom to experiment around him, acting as a testing ground for more conceptually driven ideas. In 2019, he stepped onto the course in a custom pair of OFF-WHITE™ x Nike Air Max 90s. A few years later, he returned to the TOUR Championship wearing pieces from the then-unreleased NOCTA Golf collection.

These moments hinted at something deeper: an athlete who understands image and brand. Not just a dominant golfer, but someone operating within culture. And with his return to the PGA TOUR freshly announced, here are a few moments that show Brooks Koepka has always been more than just your average golfer.

2019 TOUR Championship

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The 2019 TOUR Championship gave us one of the most enduring one-liners in modern golf style lore: “It’s fashion, bro.” That was Koepka’s response when asked why he’d tee it up in OFF-WHITE™ x Nike Air Max 90s.

“I don’t know how to explain it. It’s Off-White. It’s fashion,” he said. “I guarantee the whole golf world has no clue what Off-White is, but it’s fresh. If you’re a sneakerhead, you’ll get it—or into fashion. Sneakerheads know.”

Kobe Bryant Tribute

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During his rehabilitation in 2020, Koepka found inspiration in Kobe Bryant. Ahead of his return at the Genesis Invitational, he had a custom pair of shoes made as a tribute to the late Lakers legend. The shoes never made it to Bryant. Instead, Koepka wore them in competition and later donated the pair to raise money for the crash victims’ families.

2021 TOUR Championship

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Koepka resurfaced on fashion blogs in 2021 after debuting pieces from NOCTA’s then-unreleased golf collection in competition. Wearing the NOCTA polo in two colorways, he proved that Tiger Woods isn’t the only golfer who can pull off a mock neck. It was another reminder that personality, when deployed selectively, still has power in golf.

Going Blonde

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Plenty of people toy with the idea of going bleach blonde. Very few follow through. But Koepka did, showing up to the 2022 Farmers Insurance Open with newly dyed hair.

“My barber has been wanting to do it for a while, so I told him I’d do it,” Koepka said. “Wasn’t much behind it—we were just messing around.”

The hair was gone before his summer wedding to Jena Sims, but the moment stuck.

Photoshoot with Travis Scott

Cactus Jack

Koepka made a surprise appearance alongside Travis Scott in late 2023 as Jordan Brand introduced the Travis Scott x Air Jordan 1 Low Golf to the course. Shot at Grove XXIII, the campaign paired two figures who operate in very different arenas, but share an understanding of image and cultural timing.