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.