Daily Sports – Wear it Daily

Who wants to be grey, starchy and dreary? That’s what Elisabeth Skoghag asked herself 25 years ago when she noticed how dated and boring golf fashion was. She decided there and then to create the golf fashion she couldn’t find. Golf clothes that emphasise your personality. A feminine fit. Creative patterns. Vibrant colours. And so Daily Sports was born.

Today, our golfwear is available in more than 20 countries. It’s renowned for its high level of fashion and perfect fit, with no compromises on functionality or comfort. That’s why you’ll see our golf clothing worn at work meetings and dinner parties, too.

For women. By women.

Through the ages, women have often had to choose between being fashionable or comfortable. We don’t think you should face this dilemma. It’s perfectly possible to create pants and trousers that fit like a glove, but without a waistband that cuts in. Skirts you can wear without having to change your movement pattern. And functional jackets with a feminine cut. There’s perhaps no surprise behind that aspect of our success. At Daily Sports, we only have female employees. And our female CEO and owner know how liberating it is to wear something that’s both stylish and comfortable.

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Our products

Our clothes are renowned for their feminine fit and high quality. Their creative patterns with eye-catching details, and their high level of fashion. As a plus, our functional garments are so comfortable that you’ll want to wear them off the golf course, too.

Sustainability-labelled garments

Sustainability is the common thread that runs through everything we do at Daily Sports, from design and production to packaging and transport. We’ve set targets for our collections: 100% of our outdoor clothing and at least 80% of our golf and active wear will be sustainability-labelled by 2025.

Read more about our sustainability efforts.

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Daily Sports Sports Supplier of the Year and Ulrika Skoghag Businesswoman of the Year 2017

For Daily Sports, 2017 was a really exciting year. Our CEO Ulrika Skoghag was named Businesswoman of the Year in the Swedish sports industry. And Daily Sports won Sports Supplier of the Year at Habit’s Fashion Gala with the citation: “With their inclusive approach to the target group and comprehensive understanding of retailers’ needs, this year’s winners have gained a leading position in their niche. This year’s Sports Supplier is a team player that combines incisive business thinking with a big heart.”

“It’s fantastic that our clear focus on active women over 40 is paying off. We’ve been a breath of fresh air on the golf course for 25 years. And now we’re taking that attitude with us into the active wear sector, too. We don’t want anyone to feel left out. We want to create clothes that make women want to be active,” says Ulrika Skoghag, CEO of Daily Sports.