House of Fleming Is the Masters’ Best Kept Style Secret

Among the busiest periods for House of Fleming are the weeks preceding Christmas and golf enthusiasts’ equivalent celebration, the Masters. Established in Atlanta in 1980, this company has been producing high-quality leather goods for business professionals. However, their rise as the preferred belt makers for top golfers was not initially part of their strategy. This change occurred when renowned swing coach Butch Harmon, who worked with Tiger Woods from 1993 to 2002, introduced him to House of Fleming belts. Having used these belts himself for years, Harmon encouraged Tiger to try the brand. Since then, the story of Tiger and his distinctive western-style House of Fleming belts has become an integral part of his iconic late 90s image.

“Most of the people I work with are friends that happen to be good golfers.”

Despite Tiger Woods retiring his belts around the turn of the millennium, House of Fleming remains anything but a relic of yesteryears. The company thrives at tournaments, with no event being larger than the 89th Masters. Owner Bob Childs predicts over 20 players, such as Shane Lowry, Tyrell Hatton, and Patrick Cantlay, will don his gator and crocodile skin belts during this tournament. Each belt is meticulously crafted in-house at Fleming’s Atlanta headquarters and is color-matched to complement the player’s outfit from Thursday through Sunday. The materials for these belts are sourced from the same Milan and Paris tanneries that supply top European fashion brands.

Although House of Fleming has significantly impacted golf fashion, its influence often goes unrecognized by the general public. The company mainly relies on word-of-mouth rather than advertising on TV or showcasing its achievements publicly. Inside their headquarters, tournament flags bearing personal messages from trusted partners are prominently displayed, symbolizing their successes. As Childs explains, “We’ve probably had 24 majors, but we value our players’ privacy. We don’t exploit anyone’s names or images… Most of the people I work with are friends who also happen to be excellent golfers.

Forgoing sponsorships during tours is costly and doesn’t align with House of Fleming’s business structure, which revolves around custom orders and doesn’t involve retail stores or country clubs. Instead, the company chooses to focus on its unique products that are appreciated by those who seek something distinct. As Child explains, “Everyone has contracts; they have their sponsorship deals, but we do what we do because they like our product and want something exclusive. So, we’ll just keep it in-house.” In a world flooded with marketing campaigns, process videos, and behind-the-scenes content, the allure of mystery adds an intriguing touch to their approach.

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2025-04-07 17:26