About FOA
"You miss every putt you leave short"
So we stopped talking about starting a golf brand and started one.
Our story
Three friends and a putting mat
Most brands start with a product. FOA started with a friendship, and a slice.
None of us came from fashion, and none of us were golfers to begin with. We met at the same office and found out we had more in common than the job. Mostly golf, which we talked about to the exclusion of nearly everything else. It got to the point where a putting mat and a chipping game moved into the office, and a slightly worrying number of working hours went into chasing points on a strip of velcro.
Somewhere in there, between two putts, the joke started. What if we made our own golf brand. The joke refused to die, became an idea, and eventually a pitch. That was Isak Hane, Henrik Rhåsson and Stefan Emmoth. Between us we have one decent short game, and we are still arguing about whose it is.
The first collection, a cap, a polo and a tee, launched in August 2026. The sweatshirt followed in September. The slice has not been fixed.
フォア
Fore, in Japanese
Fore is the word every golfer in the world calls out when a ball is heading towards someone. It is the only word in golf that is about other people. You do not shout it for your own sake, but so that whoever is further up the fairway has time to duck. It is called at Augusta and at Lerjedalen, by tour pros and by someone playing their first round, and it sounds the same everywhere.
Our logo is that word as a picture: a golfer seen from behind after the swing, club over the shoulders, arm pointing to where the ball went. Every golfer knows the gesture, because every golfer has made it.
Clothes for the whole golf day
In Japan, a round is a whole day. After nine holes everyone stops in the clubhouse for lunch. In Sweden it is a hot dog and a coffee at the kiosk. It is the same moment: the game pauses and the people you are with take over.
That is the moment our clothes are made for. Japanese care for materials and details, Nordic unpretentiousness in everything else. The same sweatshirt then carries on to the café, the walk or the beer in the evening, without anyone thinking about it.
What we care about
Care
Fore is a call of care for others, and that is how we want to make clothes too. We choose fabric by how it feels and how it lasts, and we would rather explain than shout.
For everyone
Golf in the Nordics is a sport for everyone. FOA should look right on a scratch player and on someone who got their green card last week, and neither should feel it is not for them.
The whole day
Materials that look right off the course and cuts that are everyday rather than technical. One garment that works everywhere, rather than two that only work on their own.
Say hello
Questions, ideas or a photo from your round. We answer every email ourselves.