Glenmuir has unveiled a new creative direction alongside its 2027 apparel collection, with the Scottish golf clothing brand placing renewed emphasis on its heritage, craftsmanship and connection to the traditions of the game.
Founded in 1891, the Lanark-based company is repositioning its brand around its Scottish identity, with refreshed visual branding, product storytelling and marketing inspired by the country’s landscapes, knitwear expertise and golfing history.
The move will be accompanied by a new campaign filmed around Glenmuir’s home in Lanark and will be rolled out across all brand channels during 2026, ahead of the full collection becoming available in February 2027.
For retailers, the 2027 range introduces a simplified merchandising approach centred around three colour stories that will remain available throughout the calendar year, allowing stockists to merchandise consistent collections across the spring, summer and autumn seasons.
The three palettes, Thistle, Bottle Green and Ascot Blue, have all been inspired by the Scottish landscape and traditional golfing surroundings. Each story runs across knitwear, polo shirts and outerwear for both men and women, enabling retailers to create coordinated displays and outfit solutions.
Thistle combines a muted heather purple with navy, white and light grey, while Bottle Green is paired with navy and linen to reinforce the collection’s heritage aesthetic. Ascot Blue is matched with navy, white and light grey to offer a fresh but understated look suitable for both on and off the course.
Mikhel Ruia, Managing Director of Glenmuir, said: “Glenmuir was built on the belief that a beautifully made garment, worn on a Scottish links on a clear morning, is one of life’s genuine pleasures. That belief hasn’t changed. We are here to remind the world of it.”
Beyond the product itself, Glenmuir says the refreshed brand direction is designed to strengthen its connection with golfers who value tradition, quality and the rituals that surround the game, while reinforcing its position as one of golf’s longest-established apparel brands.
The complete 2027 collection will be available through Glenmuir’s retail partners and professional shops from February 2027.
