"When 7-Eleven first unveiled its golf apparel collection two years ago, it felt like a tongue-in-cheek cultural experiment-an ironic collision between convenience-store branding and country-club sport. But as it turns out, what began as a novelty has evolved into something far more credible. The brand's latest drop, titled Midnight Driving Club, marks a significant step forward in both style and storytelling, blending golf 's technical precision with the aesthetics of Japanese street culture."
"The 2025 lineup draws its inspiration from Japanese street culture, an arena where 7-Eleven has long enjoyed massive success. Rather than neon excess, this collection embraces neutral tones, sleek silhouettes, and a distinctly nocturnal palette that reflects the quiet hum of Tokyo's late-night streets. The branding is more refined-less shouty, more suggestive. It captures the mood of an evening spent practicing drives under halogen floodlights, bridging the gap between the meditative calm of golf and the restless energy of city life."
7-Eleven's golf apparel began as a tongue-in-cheek cultural experiment and evolved into a credible apparel line. The Midnight Driving Club collection blends golf's technical precision with Japanese street-culture aesthetics. The 2025 lineup replaces kitschy nostalgia with craftsmanship, featuring neutral tones, sleek silhouettes, and a nocturnal palette suited for Tokyo's late-night streets. Branding is refined and suggestive rather than loud. The collection is designed to be wearable both on the golf course and in urban settings. The campaign includes photography by Kohjiro Kinno and creative input from the pro golf collective LAGC, emphasizing cinematic atmosphere and storytelling.
Read at stupidDOPE | Est. 2008
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