Long gone are the days of boring headcovers and inconsistent putters thanks to brands like SWAG Golf that have refreshed the sport by infusing quality accessories and equipment with much needed personality.

You may recognize SWAG for its landmark headcovers which feature playful, edgy designs in splashy colorways—often with bold artwork featuring their skull logo or legends like George Washington on the dollar bill donning the company’s signature jazzed sunglasses.

Sam Porter

But SWAG’s offerings extend beyond noteworthy leather goods, though these remain fan favorites. The company has earned a reputation for its unique approach to equipment design, particularly with its precision putters, which have enjoyed a cult following since the brand’s founding in 2018 and sometimes sell out in mere minutes due to demand. The brand counts PGA TOUR player Nick Hardy, Golf Sensation Paige Spiranac, and three-time World Series Champion Jon Lester as just some of its ambassadors who swear by SWAG putters.

Founder Nick Venson was gearing up SWAG for a long time. He worked his first golf course at 14 years old and was interested in the engineering of clubs from the start. He made a name for himself tinkering with and improving existing clubs—designing, polishing, painting, and so on—as well as buying and selling hard-to-find or limited-edition clubs at a profit. This was long before the days of eBay, and he made an international name for himself as a guru of putters in particular. He dropped out of college, allowing him to follow his curiosity, passion and zeal for bettering golf clubs as we know them through studying and engineering. He worked for traditional greats like Scotty Cameron and Bettinardi before finally launching SWAG Golf where he could do things his way.

What does that mean? Each putter is unique and fitted to the consumer. Most brands spend a total of 45 minutes to machine a putter, start to finish. SWAG often spends 2.5 hours on each club—sometimes an entire hour is devoted just to expertly engraving the putter. Too often, Venson says, players look down and just see a club, rather than a tool of beauty and engineering. With SWAG, Venson wants golfers to love their putters—which is why he has poured years into redefining how the modern putter works.

Venson’s mission is clear: to merge aesthetics and performance. “I want to design cool, badass putters that are appealing at address,” Venson said. “I want you to look down and love the design. Then we’ll make sure it works with your game.”

Venson considers SWAG to be created by, and for, the modern golfer. The players who love and respect the game but also have fun, whether that means listening to music on the course or sporting a Chicago hot dog on their headcovers. And if you haven’t been lucky enough to snag a piece of SWAG yet, the brand recently launched a core collection of signature putters, headcovers, and accessories on their website this to make sure everyone who counts themselves as modern, discerning golfers can get a slice of SWAG. You can also keep track of their exclusive launches through the drop calendar on the website—just check back often, there’s always something cooking up at the SWAG headquarters.

This article was originally published on golfdigest.com