When golf’s fiercest rivalry landed in New York City this fall, it didn’t just bring the game—it brought the culture. As a member of the StyleLujo.com team, I had the privilege of attending one of the most buzzworthy brand collaborations of the year: Johnnie Walker x Devereux Golf’s “The Spirit of the Cup.” And let me tell you—it wasn’t just a merch drop. It was a movement.
In 2025, brand collaborations have evolved far beyond logo swaps and limited-edition tees. The most successful partnerships now tap into cultural moments, blur the lines between fashion and function, and create immersive experiences that resonate with a new generation of consumers. “The Spirit of the Cup” did all that—and then some.
“Brand collaborations like Johnnie Walker x Devereux Golf are reshaping the fashion landscape in 2025, especially among Gen Z consumers who value authenticity, cultural relevance, and immersive storytelling. This partnership exemplifies how brands can connect meaningfully through shared values and bold design.” —Joseph DeAcetis, Editor at StyleLujo.com
and Professor at the Fashion Institute of Technology.
This wasn’t the first time Johnnie Walker and Devereux Golf teamed up, but it was easily their most ambitious. Timed with the Ryder Cup’s first-ever appearance in NYC, the collaboration was a celebration of pride, passion, and progress. It fused the heritage of golf with the grit of the city, and the result was a capsule collection that felt as at home on the streets of SoHo as it would on the 18th green.
Let’s talk apparel. The collection was a masterclass in contrast—classic silhouettes reimagined with bold, urban edge. Think varsity-style hockey jerseys emblazoned with rivalry graphics, retro cardigans with modern tailoring, and graphic tees that nodded to both teams and streetwear culture. The polos were sharp, the caps were collectible, and the crossbody bags? Instant sellouts. Devereux’s signature blend of irreverence and respect for the game was on full display, while Johnnie Walker’s legacy of progress and craftsmanship added a layer of sophistication.
But the real magic happened off the rack.
I joined the StyleLujo.com crew at the Hypegolf Clubhouse on Grand Street, where the vibe was electric. Signature cocktails like the Keep Walking 18 and Johnnie Lemonade flowed freely, and the space buzzed with fans, influencers, and creatives all vibing to the same beat: golf is no longer just a country club sport—it’s a cultural force. The Clubhouse was part retail, part lounge, part celebration, and it perfectly captured the ethos of the collaboration.
Later, we followed the branded Johnnie Walker truck as it rolled through the city, transforming sidewalks into fairways with street golf games, watch parties, and exclusive giveaways. It was golf, but not as you know it—accessible, inclusive, and undeniably cool. The truck wasn’t just a marketing stunt; it was a statement. Golf belongs everywhere, and everyone is invited.
What makes this collaboration truly unique is its layered storytelling. It’s not just about fashion or whisky—it’s about community, identity, and rewriting the rules of a sport that’s long overdue for a cultural refresh. And with proceeds supporting FairWays to Leadership, a nonprofit expanding access to leadership through golf education, the partnership also walked the walk when it came to inclusion and impact.
As someone who’s covered countless brand activations, I can confidently say this one raised the bar. “The Spirit of the Cup” wasn’t just a campaign—it was a cultural reset. It proved that when brands align on values like authenticity, creativity, and progress, the result is more than just hype. It’s history in the making.
And if this is where golf is headed, I’m all in.
Exclusive Interview: StyleLujo.com x Devereux Golf September 30, 2025
In a bold fusion of sport, streetwear, and storytelling, Devereux Golf has teamed up with Johnnie Walker for their latest capsule collection, “The Spirit of the Cup.” Timed with the global excitement surrounding the Ryder Cup, this collaboration marks a pivotal moment in golf culture—one that challenges tradition and embraces inclusivity, individuality, and urban energy. StyleLujo.com’s Joseph DeAcetis sat down with Bert Brunner, Co-Founder of Devereux Golf, to discuss the inspiration behind the partnership, the cultural shift in golf, and how the brand continues to evolve as a lifestyle movement beyond the fairway.
Joseph DeAcetis: What inspired Devereux Golf to collaborate with Johnnie Walker on ‘The Spirit of the Cup’ initiative, and how does this partnership reflect your brand’s evolving identity?
Bert Brunner: This is the third collection under the Johnnie Walker Clubhouse banner, and for each drop we’ve been inspired by the shared values of progress, individuality, and breaking tradition. What made this particular collaboration especially meaningful was the timing around the Ryder Cup, arguably the biggest and most unifying moment in golf. The energy, passion, and global spirit of the Cup inspired us to create something that not only celebrates the game but also redefines its culture.
Joseph DeAcetis: The limited-edition merch blends NYC street style with golf culture. What design elements were most important to you in capturing that intersection?
Bert Brunner: The fusion of bold graphics, the spirit of the rivalry, and carefully curated details was key. We leaned into elements that speak to the streets of New York City to capture the excitement of the tournament taking place at Bethpage, with a focus on challenging the conventional golf aesthetic while staying true to sport and style.
Joseph DeAcetis: How do you see golf’s cultural shift—especially among younger, urban audiences—impacting the way Devereux Golf approaches product development and storytelling?
Bert Brunner: It’s had a profound impact. The next generation of golfers are looking for authenticity, self expression, and community, not just performance. That means designing with versatility, telling stories that reflect cultural movements, and creating experiences that carry meaning both on and off the course.
Joseph DeAcetis: With the branded truck tour bringing golf to the streets of NYC, what message are you hoping to send about accessibility and the future of the sport?
Bert Brunner: Our message is simple, golf belongs everywhere and to everyone. By bringing the game into the heart of the city with Johnnie Walker, we’re breaking down both cultural and physical barriers. This isn’t just a pop-up, it’s a statement that the future of golf is more inclusive, social, and woven into everyday life.
Joseph DeAcetis: Collaborations often come with both creative synergy and logistical challenges. What were the biggest lessons learned from working with Johnnie Walker on this campaign?
Bert Brunner: One big lesson was the power of shared vision. We worked very closely with Johnnie Walker on all these collections and while we come from different industries, we both value heritage, innovation, and pushing boundaries.
Joseph DeAcetis: The Keep Walking 18 cocktail and rivalry-themed kits add a lifestyle layer to the campaign. How important is it for Devereux Golf to be seen as more than just an apparel brand?
Bert Brunner: It’s essential, because we see Devereux as a lifestyle movement, not just a fashion label. Golf is one piece of our cultural puzzle, and through our collaboration with Johnnie Walker, we’re able to bring the Keep Walking ethos into the mix. By tapping into cocktails, street culture, and social experiences, we’re redefining what it means to live the golf lifestyle, on and off the course, while celebrating progress and connection.
Joseph DeAcetis: What role does storytelling play in your brand’s strategy, especially when launching capsule collections tied to cultural moments like this one?
Bert Brunner: Storytelling is how we connect emotionally with our audience and give purpose to every drop. We’re not just selling clothes, we’re creating narratives that celebrate individuality, challenge tradition, and speak to a broader cultural moment. That’s what makes a capsule like this resonate.
Joseph DeAcetis: In today’s digital-first landscape, how is Devereux Golf leveraging AI and emerging technologies to enhance customer engagement and streamline operations?
Bert Brunner: Devereux is a creative house built on human originality. It’s about art, storytelling, and design first. All created by humans. Technology may help us connect, but our focus will always remain on people and creativity.
Joseph DeAcetis: Looking ahead, how do you envision Devereux Golf continuing to innovate in both fashion and function while staying true to its core values?
Bert Brunner: Our future is about pushing golf fashion into new territory—introducing designs that work seamlessly from the fairway to everyday life. We’ll innovate through fit, comfort, and cultural relevance, but always stay rooted in our values of authenticity and making golf feel more inclusive.
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