Why does Good Lion exist?

Standing on the 16th tee box on a rather punishing March day outside of Chicago, I decided to take out my driver on a short par-4 requiring a precarious carry. 

Upon contact, I knew it had been struck well, but I lost the ball in low-hanging, dense clouds. I glanced over at Taylor and looked for reassurance asking:

“Is it safe?” to which he promptly replied:
“Oh no Jonny. It isn’t safe. But it is good.”

Who would’ve thought this reaction would launch a golf brand? A nod to Narnia and a philosophy of life with subtle, if not overt, applications to golf: a game that is predicated on not playing it safe, while embodying a culture that leans a bit too heavily into the safe zone.

I couldn’t stop thinking about the concept of something being good, but not safe.

From that day in March 2021 until now, our mantra: GOOD > SAFE informs every piece Good Lion creates, how we conduct our business and most importantly, it provides a framework for maintaining hope and courage in daily life as we all encounter disappointment and hardship.

Good Lion is rooted in a deep love and appreciation of the game, while also desiring to rethink the wardrobe. We are an original and fresh offering in a sport that has been around for centuries yet is only recently adapting to a position of greater inclusivity.

It’s bigger than golf.

Forever forward.
Forever GOOD > SAFE.