Thursday, June 1, 2023

On Avenue A, a golf-related shop fore people who might like golf

Photos and reporting by Stacie Joy

It's a Cinderella story, out of nowhere: Whim Golf is shaping up to open at 66 Avenue A between Fourth Street and Fifth Street.  

Here's more about the company:
For people who might like golf. Founded in 2019, Whim Golf is an American fashion brand on a mission to democratize golf. Built to bridge the gap between art and sport, Whim designs timeless products, artful content, and immersive experiences that together build a community that shifts the narrative about who belongs in golf.

Or, as a 2022 feature in Golf Digest put it, "Taking the coolness from streetwear, the whimsy from fashion and the silhouettes from golf, [Whim Golf] is looking to refresh the sport's image."

And: "So the mission is twofold: make golf style everyday style, and increase golf’s visibility along the way."

If this sounds somewhat familiar, Whim Golf opened a pop-up location on the Lower East Side in the summer of 2019.

The Avenue A outpost will feature golf apparel and related accessories... as well as a putting green, which was under construction the other day when EVG contributor Stacie Joy stopped by...
... and talked with co-founder Will Gisel, who started the company with childhood friend Colin Heaberg. (They also own a creative agency called Whim.)
Whim Golf is expected to open soon.

The retail space has been vacant since Lancelotti Housewares left in the fall of 2021 after 25 years in business. A collectible sneaker shop had been in the works here, but the business never materialized. 

26 comments:

Older Historian said...

I'm from such a different time in the East Village/LES. There was a time where no self respecting resident of this neighborhood would play or be interested in the rich man's game of golf. Some years back when I began to see the young cocky Frat Bros walking around with golf clubs I'd laugh to myself at how out of place they were in this proudly Socialist neighborhood, Now? I guess I'm out of place...

creature said...

What Older Historian said.

Anonymous said...

What? Why? Great! Love more retail.
Can’t wait to find out what all of this means in person. Empty store fronts suck.
Good luck to them! ♥️

Neighbor said...

In before all of the whining inevitably starts… so nice to see some retail come in. Nice complement to everything being mostly food and beverage.

Anonymous said...

Sorry, preppy got cool again in the past 18 months when you weren't looking. I understand what they are trying to do, though this business will do better on lower Ludlow or Orchard streets near the Dimes Square crowd.

Anonymous said...

Ah, now we know what the new design for East River Golf Course--I mean, East River Park--will be! No wonder the city wanted to get rid of all those pesky trees.

Anonymous said...

At least they won’t be putting up an outdoor dining shed. That is a win.

Anonymous said...

No No No No No No No No

Anonymous said...

Yes Yes Yes Yes Yes Yes Yes! And I don't even play golf. Welcome!!!

Anonymous said...

Dyker Beach GC represent!

Anonymous said...

Derp. Someone has a specific interest that might not translate in the area.

Anonymous said...

I wish they’d democratize golf someplace else. This would be a better fit in nolita anyhow.

Anonymous said...

You should really get out of your bubble and go see the diversity you see at a lot of the public courses in NYC.

Anonymous said...

The commenters all just like to complain. Is an empty store better? A coffee shop? A ‘dispensary’? If a store opening where there was no store is that upsetting, there are plenty of places you can move and not have to worry about it.

Anonymous said...

Outdoor putting green perhaps ;-)

Anonymous said...

I doubt many around Dimes Square knows what a birdie is.

Anonymous said...

The EV Communist party has objections.

Anonymous said...

Exactly right 8:43. The whiners on here will always find something to whine about. Must be a miserable existence.

Anonymous said...

More free car storage doesn’t improve our lives. Outdoor space where we can gather does though.

Anonymous said...

Sad to see all the snobbery and prejudice in the comments.

Anonymous said...

Amen ♥️-🥊🥊🥊👏

Anonymous said...

♥️♥️♥️

Anonymous said...

Go live in the woods troll. I like trucks being able to deliver and supply the stores I shop at. If you want to go back to the covid days of bare shelves leave us out of it. Also learn how NYC taxes cars for parking when they are registered. Every time you post ‘free’ it completely discredits every other thing you say.

Edmund J Dunn said...

Ok time for some "Caddyshack" quotes:

Ty Webb: You take drugs, Danny?
Danny Noonan: Everyday.
Ty Webb: Good.

Carl Spackler: This is a hybrid. This is a cross, ah, of Bluegrass, Kentucky Bluegrass, Featherbed Bent, and Northern California Sensemilia. The amazing stuff about this is, that you can play 36 holes on it in the afternoon, take it home and just get stoned to the bejeezus-belt that night on this stuff.

Judge Smails: I've sentenced boys younger than you to the gas chamber. Didn't want to do it. I felt I owed it to them.

I'll stop now.

Anonymous said...

just here to thank edmund j dunn for bringing some much needed levity to the thread

Anonymous said...

This is so random.