SON OF THE CHEESE, the Tokyo-based fashion brand, is set to release "SON OF THE GOLF" (Sonova Golf), its first-ever golf line, created in collaboration with BEAMS GOLF. The collection goes on sale on Friday, May 29.
Rooted in SON OF THE CHEESE's brand aesthetic, the collection channels a relaxed, American-casual take on Florida golf culture — the kind of vibe where friends grab a beer before heading out to the course and play without taking themselves too seriously. The campaign video reflects that mood throughout.
The lineup features open-collar shirts made from breathable athletic fabric, shirts with all-over prints depicting golf course landscapes at different times of day, and the brand's signature MJK Shorts in two colorways — black and white. Rounding out the seven-piece collection are "SON OF THE GOLF" logo socks, two styles of caps, and a mock-neck T-shirt for a sportier touch, all designed to move seamlessly between the course and daily life.
Comedian Kazunobu Kubota (of the duo Toro Salmon) fronts the lookbook, photographed at a trailer site and along the coast. The imagery captures the unhurried, low-key spirit that has long been central to SON OF THE CHEESE's identity.
Sales Information
Release date: Friday, May 29
Available at: BEAMS GOLF Yurakucho, BEAMS GOLF Kobe, BEAMS GOLF Daimaru Nagoya Building, BEAMS GOLF Shin-Shizuoka CENOVA, BEAMS GOLF Namba Parks, and the official online store (online store launches Monday, June 1)
