It was a calm April morning in Augusta, Georgia, when Stephen and Erica Malbon woke to a storm — not outside, but on social media. Their lifestyle label, Malbon Golf, had become the unlikely star of “Sweatergate,” after brand ambassador Jason Day wore a sleeveless vest and baggy pants at the Masters Tournament.
Traditionalists called it disrespectful to golf’s most sacred event, while others praised it as the bold, stylish disruption the sport needed. At the heart of the debate were the Malbons — exactly where they wanted to be.
Their partnership began in Los Angeles in 2008. Stephen, a creative force behind the street-culture magazine Frank151, met Erica, who co-founded the boutique spa The Now. But behind Stephen’s media success was a childhood passion he couldn’t shake — golf.
In 2012, he launched a golf-themed Instagram filled with quirky images and a cartoon ball named “Buckets.” Initially mocked by his friends for romanticizing a “stuffy” sport, Stephen found an unexpected ally in Erica — whose golf-loving father had raised her on the fairway. When his following hit 30,000, Erica suggested turning the passion into a business.
By 2017, Malbon Golf was born, its mission clear: to make golf cool. Combining streetwear energy with classic course culture, the couple built a brand that soon drew collaborations with Nike, Coca-Cola, Beats by Dre, Formula 1, and Vilebrequin.
Celebrities like Justin Timberlake, Travis Scott, and Justin Bieber became early fans, frequenting Malbon’s Fairfax Avenue flagship — dubbed “the streetwear capital of the world.”
“Cultural icons can do more for golf than Tour pros,” Erica explained. “If a kid sees Travis Scott golfing, suddenly it’s cool to pick up a club.”
That influence exploded at the 2025 Masters. Jason Day, paired with Tiger Woods, became a viral sensation when his Malbon outfit defied Augusta’s old-school dress code. Officials politely asked him to remove the vest, but by then, the image had already gone global.
“Maybe 10% of the golf world knew us before,” Stephen joked. “After that, 90% did.”
The controversy cemented Malbon Golf’s mission — turning tradition into trend, one bold swing at a time.
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