Equal parts golf outpost, skate shop and online store, Pluto of St Andrews stands out in the modern golf brand landscape for its combination of heritage and ingenuity. Its storefront in St Andrews, Scotland, recognized widely as the home of golf, is an unexpected remix on the traditional golf shop where old sets of Srixon irons share shelf space with Supreme hoodies. Its logo, meanwhile, is based on the founder's own Great Dane named Pluto. The brand even cultivates its own image through a series of seasonal collections, the most of recent of which has now arrived.
Winters in Scotland, although not as cold as other parts of the world, are famously wet and windy. In keeping with this, the lookbook for PoSA's Winter 2024 collection styles cotton hoodies with GORE-TEX pants and saddle golf shoes and graphic t-shirts layered over long sleeves. There are multiple riffs on the PoSA logo including one constructed from Old English font which shows up on knit beanies and a spin on a royal family crest which is used on the back of t-shirts. In another instance Pluto the Great Dane even shows up as a fire breathing devil red with fury.
You can browse the full collection over on PoSA's official website now, or head over to the store on 151 South Street in St Andrews to shop in person.
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