40 years of Fashion - A celebration of four decades of Dunhill golf in St Andrews

It was the year of Live Aid, Margaret Thatcher was the UK Prime Minister, Aberdeen were Champions of Scotland, Everton were Football League Champions, Ireland won the Five Nations in Rugby, and Hull KR were English Rugby League Champions. It was the year of tragedy, with the Heysel Disaster and Bradford Stadium Fire happening in May, taking the lives of 95 people. After 73 years the wreck of the Titanic was finally discovered at the bottom of the Atlantic, and Microsoft released Windows 1.0.

1985 was peak 1980's and, in a way, marked the start of the modern era, with tentative moves towards the Internet launching, and the end of a previous era. 1985 was also the year where the latest brain child of Mark H McCormack, following World Series Golf, the World Match Play Championship and Lancôme Trophy. IMG launched the Dunhill Cup, as a true world championship for the sport, with qualifying competitions held across the world and the finals being played at the home of golf.

McCormack said: "This championship reflects the growth of the game worldwide". Initially the idea was for the competition to be staged at a different venue each year, and Dunhill signed a three-year deal to sponsor it. 40 years later the competition hasn't left St Andrews, and remarkably, Dunhill are still the sponsors. This is more than a sponsorship, but it is the longest relationship between a tournament and a sponsor in worldwide golf.

At its launch, the Dunhill Cup was the richest tournament in world golf, with the first £million prize fund ($1.2million), which at the time was more than the combined prize funds of The Open and US Open. In 2025, if that was the case, the Alfred Dunhill Links Championship would be awarding a prize fund of $38.5million.

McCormack said: "It's the most exciting golf event created for several decades. The sport needed a genuine world team championship - I regard this as the Davis Cup of golf."

It is testament to the tradition which has been created in St Andrews between the tournament, IMG and Dunhill that this event is the sole remaining event in golf of the ones McCormack created. The World Series became part of the WGC's in 1999 and ceased in 2021, and the World Match Play left Wentworth in 2008 and stopped completely in 2014.

Tony Greener, managing director of Alfred Dunhill Limited, said: "We are delighted to have found such a suitable sponsorship. We have a three-year contract, but we expect the Dunhill Cup to have a much longer life than that".

Mr Greener was right.

dunhill (Alfred Dunhill Limited), is a British luxury goods brand which specialises in bespoke and ready to wear menswear, leather goods and accessories, but it hasn't always been this way.

Alfred Dunhill Limited was developed by Alfred Dunhill (pictured) after he took control of his father's saddlery business in 1893. Over the next 27 years he curated a line of products called Dunhill's Motorities which consisted of car accessories, and moved the business more towards the luxury goods market.

Alfred retired from the business in 1920, and under the control of his brother, daughter and, finally his grandson, the company would become one of the world's premier luxury goods brands. By the late 1970's the company was offering a range of 3,500 luxury products in more than 20 stores around the world, and it was in this decade which Dunhill moved into selling menswear, launching a bi-annual collection.

This decision to move into menswear transformed the company and brought it global attention unlike ever before, and dunhill has become famous for its major campaigns featuring some of the most notable gentlemen in the world, with Frank Sinatra and Jude Law being two of the most prominent. Dunhill use many of the top agency models in the world for their runway shows, including the likes of Adam Sattrup, Akbar Shamji, Zhao Lei, Jino Chun, Quentin Demeester, Shaun De Wet, Stan Taylor, Will Chalker, Henry Kitcher, Hugh Laughton-Scott, Tara Ferry, Andrew Cooper, Norbert Michalke, and most recently, Britain's number one model, Kit Butler.

Dunhill also utilises the services of the world's pre-eminent photographers for their campaigns, including Annie Leibovitz and Peter Lindbergh. Everything about modern Dunhill screams quality, luxury, and being the best of the best, so it is no wonder they came to the decision to partner with a sport, and sponsor an event, which strives to be all of that. When the Alfred Dunhill Cup launched in 1985 it could genuinely lay claim to be golf's greatest event, with the biggest prize fund in the world, a unique format and being played on the world's most famous golf course.

The 1985 Dunhill Cup was played 17-20 October, two weeks later than what has become the traditional first week in October date we know today. 16 countries, represented by 3-man teams competed in a single-elimination competition over the four days, with each match consisting of three medal match play contests. The Dunhill Cup became renowned for some stunning upsets during its 16-year run, and it all began with the relative golfing minnows of Wales humbling a Seve Ballesteros-led Spain. 15 months after his dramatic Open Championship victory on the Old Course, Seve returned to St Andrews having won 4 times in 1985. The then 4-time Major champion was joined on the team by Jose Maria Canizares and Manuel Pinero, with all three playing a starring role in Europe's historic triumph at the Belfry a month earlier.

After progressing through their first round ties against Taiwan and Nigeria respectively, Wales and Spain played each other in the Quarter-Finals. Ian Woosnam defeated Manuel Pinero with a score of 69 to Pinero's 70, before David Lewellyn produced a rabbit from the hat to earn half a point with Seve, they both shot 71 around the Old Course, putting Wales within touching distance of an incredible victory. Phillip Parkin shot the joint-lowest round of the day to defeat Canizares and send Spain packing. The Welsh were eliminated by Australia in the Semi-Finals, and the Greg Norman-inspired Aussies would go on to thrash the United States in the Final, 3-0 (combined 12-stroke margin of victory), becoming the first Dunhill Cup champions.

Aside from the world's biggest prize fund, being played on the Old Course and the prestige of International competition, the dunhill cup's scale and importance at the time was reflected within the championship programme, with advertising from Harrod's, Harvey Nichols and Selfridges.

Dunhill golf in St Andrews was off and running, and a forty-year tradition was born. As previously stated, Dunhill is one of the premier luxury menswear brands in the world, and in many cases the brand has defied the fashion trends of the last half-century, remaining steadfast to traditional, timeless, elegance. When they, together with IMG, launched the Dunhill Cup in 1985 the fashion trends of the mid-1980's were denim and leather jackets, bold colours, a mix of formal and casual styles, often incorporating sportswear.

The Leather jacket, usually styled with a t-shirt and jeans, and exuded a rebellious and cool image. In the music industry they were commonplace, with Michael Jackson wearing a version of a leather jacket throughout the decade, from Thriller in 1983 to BAD in 1987. George Michael wore a black leather jacket for his debut album 'Faith' in 1987, and other rock groups such as 'Slash' wore black leather jackets. Arnold Schwarzenegger immortalised the black leather jacket in both the first Terminator movies (1984 and 1991).

The Leather Jacket was not just popular with Punks, it became popular with the public at large, with sportsmen and stars of all genres being seen in them throughout the decade and beyond. Straight-leg jeans were popular in the 1980's as they offered a versatile style which could be used with almost any other item of clothing. Alternative styles of jeans including high-waisted, acid-washed and baggy were very popular throughout the 80's and into the early 1990's.

Other fashion trends popular in the 1980's and early part of the 1990's included bold colours, a mix of formal and casual styles, often incorporating sportswear. Much of the 1980's has made somewhat of a comeback in recent years across the board, including tattoos, facial hair, a mix of formal and casual styles, often incorporating sportswear. The Leather Jacket has remained popular, if not in a different style from that seen in the 80's and 90's. Schott NYC, Avirex, Lewis Leathers, and Wilsons Leather were the most popular Leather Jacket brands of the era.

The 80's influence has been felt for generations since, and perhaps no more visibly than the Dunhill autumn/winter 2020 campaign.

Mark Weston, creative director of Dunhill 2018-23, referenced Homer Sykes' pictures of the legendary 80s nightclub BLITZ as the inspiration for the campaign. Weston commented: 'I am fascinated with the Blitz Club, particularly Homer Sykes' pictures of it. It was a place of freedom and individuality, a mix of cultures: performers, the establishment and art. We don't seem to have that now, that collision. And that collision is important.' BLITZ was a club located in Covent Garden which is regarded as shaping the style of the 1980's.

It is easy to see why the 1980's was seen as a golden age for the dunhill, with the likes of Norman, Seve and Faldo headlining, and many of the other top players from around the world representing their countries at the home of golf. In 1986 Australia successfully defended their title, thrashing Japan 3-0 in the Final, but they could only reach the semi-finals in 1987, denied a third straight final by a Nick Faldo-inspired England. It was the other semi-final though which provided one of the highlights of the Dunhill's 40-year history.

Scotland, represented by Sandy Lyle, Sam Torrance and Gordon Brand Jr, defeated and humbled the United States 3-0 and won by 6 shots overall across the three ties. That set up a battle of Britain against England in the Final. The feature game was no doubt between Sandy Lyle and Nick Faldo, with both coming into the tournament among the greatest players in the world, Lyle was ranked 5th and Faldo was 17th in the Sony Rankings. Faldo was the Open Champion, having also won the Spanish Open in May, whilst Lyle had won The Players Championship at Sawgrass in March, arguably the biggest victory on American soil for a British golfer since Tony Jacklin won the 1970 US Open.

In a marvellous contest Faldo shot 66 to Lyle's 69 to give England the lead, and Gordon J Brand secured the title with a stunning round of 64 to easily defeat Sam Torrance.

Ireland won in 1988 before a Curtis Strange-inspired USA claimed their first ever win in the dunhill cup in 1989. Wins for Ireland again in 1990, Sweden in 1991, England again in 1992, USA for a second time in 1993 and Canada for the first time in 1994 concluded the first decade of the dunhill in St Andrews. Australia, England, Ireland and the USA had each won the title twice, leaving Sweden and Canada as the single-occasion victors.

We were now in the mid-1990's and in 1995 St Andrews played host to a dramatic Open Championship.

A windy and cool week led to high scoring on the Old Course, with the leading score through 72 holes being just 6-under-par, the highest winning score in a St Andrews Open since 1970. Italy's Costantino Rocca had won just twice on the European Tour before 1995, and not at all for two years, and his Major Championship record was abysmal, having played 7 championships and missed the cut in four of them with a high finish of tied 41st at the 1995 Masters. To say he was an outsider would be downplaying it.

Remarkably through 54 holes he found himself at 7-under-par, in second place and inside a top 10 which included Ernie Els, Steve Elkington, Corey Pavin, Vijay Singh, Tom Watson and John Daly. He was trailing Michael Campbell by two shots. The Kiwi was one of the most exciting young talents in the world of golf, having won three events on the Challenge Tour in 1994, but in the final round Campbell would shoot 76 to miss out on a playoff by a single stroke. Rocca dramatically holed out from off the green in the Valley of Sin on the 72nd hole to match John Daly's score of 6-under-par, and the American and Italian went to a playoff.

Daly, the 1991 PGA Champion, won the playoff convincingly after Rocca made a treble-bogey on the Road Hole, and the man in the oversized Reebok emblazoned sweater claimed his second major title in the most dramatic of circumstances. Everything about Daly was oversized, from his hair, to his swing and the way he played the game, to his body and the way he lived his life, to his clothes and on-course fashion. John Daly screamed 1990's. We were now in the era of baggy jeans, oversized shirts and loose-fitting clothing, an era of clashing colours and pretty patterns, and an era of baseball caps and bucket hats.

GQ described the 1990's as "Perhaps the most diverse era in fashion history ever, there's no simple, straightforward way to describe the overall aesthetic. It was multicoloured yet minimalist. It was poppy yet punky.

It was tight-fitting yet oversized at the same time. It was also heavily influenced by everything from film and music to sports and video games."

The sports world was dominated by two oversized American personalities in the 1990's - Michael Jordan and Tiger Woods. Both rocked the baggy look for much of the decade, and the hype around them was big and bold, particularly for Tiger, who was making golf cool. By the time Woods made his dunhill cup debut in 1998 he had almost done it all - winning the 1997 Masters by 12 shots, lifting 7 PGA TOUR titles, claiming a dramatic win in the Johnnie Walker Classic over Ernie Els in Thailand and ascending to World Number One for 40 weeks.

He was joined in St Andrews by 1998 Masters and Open Champion Mark O'Meara, and the aforementioned John Daly. This should have been the American dream team, and it got off to a spectacular start as they dismantled England in their opening game 3-0. Daly shot 70 and won by 3 over a rookie called Lee Westwood, Tiger shot 66 and won by 8 over David Carter, and O'Meara shot 67, winning by 7 over Peter Baker. The USA had won by 18 shots, an average of 6 per match and were the red hot favourites to win the dunhill cup.

They continued their astonishing dominance in the second match of the group, humbling an out-of-their-depth Japanese team 3-0, winning by a combined 15 strokes, including John Daly's victory whilst still shooting 77. They completed the sweep of the group beating Sweden 2.5-0.5 meaning all three players remained unbeaten, Tiger Woods' stroke average for the three rounds was 67.3, he was on fire.

Going into the Semi-Finals, they were the overwhelming favourites against Spain. Daly gave them the winning start by 2 shots over Miguel Angel Jimenez, and it seemed that would set the scene for Tiger to put them into the final. What followed was arguably the oversized upset of modern golfing history. Santiago Luna was a journeyman professional on the European Tour, he had won once in 16 years as a professional and despite having a consistent season, was only inside the top 40 on the Volvo Order of Merit. Woods stroke average was 8 shots lower than Luna coming into the Semi-Finals.

Incredibly the 36-year-old from Madrid humbled the World Number One with a round of 71 to Tiger's 72 on a Sunday morning never to be forgotten in dunhill history. Jose Maria Olazabal edged out O'Meara by 4 shots in the final game, and remarkably the American dream team had been embarrassed by the Spanish. South Africa went on to thrash them 3-0 in the final and claim their first Alfred Dunhill Cup. In 1999, the final edition of the millennium, Luna would be replaced by the precocious Sergio Garcia, and Spain would sweep all before them, defeating South Africa in the Semi-Finals and Australia in the Final, in what would be back-to-back triumphs in 1999 and 2000.

The decade, the century and the millennium had come to a close, and a new era was coming. Tiger Woods, Ernie Els and Sergio Garcia were making golf cool again, and its popularity was exploding across the world, and the sport at the professional level was changing. In 1996 the International Federation of PGA TOURS was established, bringing together the PGA TOUR, European Tour, Japan Golf Tour, PGA Tour of Australasia and the Southern Africa PGA Tour. Their two key missions was to enhance the landscape of the professional game across the world, forming greater synergy between the schedules of the tours, and work towards launching a series of co-sanctioned tournaments at the world level.

The World Golf Championships launched in 1999, with the NEC World Series of Golf (a Mark McCormack creation) becoming the NEC Invitational, and that event was joined by the Andersen Consulting Match Play Championship, and the American Express Championship. Immediately the NEC World Series of Golf was no more, a tournament which began in the 1960's as a battle between the four major champions and expanded to encompass all the champions of the world, was now a very limited field of players representing the European and US Ryder Cup teams, and the US and International Presidents Cup teams, along with players inside the top 50 of the Official World Golf Rankings.

The Andersen Consulting Match Play Championship included the leading 64 golfers on the Official World Golf Ranking, and soon became the de-facto World Match Play Championship, when we already had one which had been played at Wentworth since the 1960's, again created by Mark McCormack. The World Match Play left Wentworth in 2008 and ceased to exist in 2014. Then in 2000 the decision was made to include a team event, this team event was the World Cup of Golf, which had existed since the 1950's and was played around the world, but had suffered from an inconsistent field. The elevation to WGC status meant that many of the world's top players played in that event, and there was no longer a need for the dunhill cup. The World Golf Championships ended up bringing a pretty quick death to Mark McCormack's three greatest tournament creations - the World Series, World Match Play and dunhill cup.

Ironically, 25 years on, the World Golf Championships no longer exist, and the World Cup has not been played for some seven years.

With the elevation of the World Cup to WGC status it became clear that the dunhill-sponsored tournament in St Andrews would have to change, therefore the Alfred Dunhill Links Championship was conceived. This new era of dunhill golf in St Andrews would be a celebration of links golf, with the Old Course being joined by Carnoustie Golf Links, and a new links down the coast which was earning rave reviews, having opened in 2000.

Golf had been played at Kingsbarns as far back as 1793, but it was not until the end of the 20th century that a course as we know one today was put into play, designed by Kyle Phillips, this masterpiece of a links opened for play in July 2000. The Kingsbarns Golf Links is often referred to as the 'Pebble Beach of Scotland', but this course more than holds its own, it is the Kingsbarns of Scotland, it doesn't need comparisons. The course flows between high and low grounds throughout the round, offering staggering views throughout, and it begins when reaching the first green. Ordinarily you would be looking ahead to the second hole on any other course, but here you must take a second or five to take in the breathtaking vista behind you.

Immediately you can see why Kingsbarns was regarded so highly so quickly, and it isn't a surprise it was included in the rotation for the new Alfred Dunhill Links Championship just more than 12 months after opening. You get your first up close and personal views of the rugged coastline at the second green and teeing off at the third, a downhill par three and a short par-five respectively.

Once you have made the climb to the fourth tee you realise that the views just keep on coming, banger after banger, especially at the fourth green. Playing well here is hard, not just because it is a sensational test of golf, but because often you will be distracted! Kingsbarns is no Carnoustie, it won't beat you up, but you will have a lot of fun, and you'll certainly never forget the walk.

Another, potentially the best of all, stunning viewpoint is at the 8th tee. This is Kingsbarns at its brilliant best, a point at which you have near 360-degree views of staggering golf coastline. In one direction you see the 8th green in front of you, and catch a glimpse of the spectacular 15th green beyond, and in the opposite you see the length of the 6th, 7th, 16th and 17th holes, each accompanied by the spectacular coastline of St Andrews Cove and Kingsbarns Beach. These views echo the scenes at Royal Dornoch, a course which was laid out by Old Tom Morris (in its current form) in 1866, some 134 years before this masterpiece of a links, built some 8 miles South-east of Tom's resting place.

The addition of Kingsbarns to Carnoustie and the Old Course gave the Alfred Dunhill Links Championship a phenomenal variety of tradition and history, fun and championship test. This was now the perfect stage for the best golfers in the world and the celebrities and amateurs to perform on.

The Alfred Dunhill Links Championship made its debut on 17 October 2001, and in much the same way as its predecessor, the championship was born as one of the premier events in the sport. Its prize fund of $5million was the highest of all events outside the United States in 2001, and only surpassed by The Masters, PGA Championship and The Players Championship in world golf. The field which assembled on the East Coast of Scotland featured 27 of the world's top 100 golfers, and some of the biggest names in stage, screen and sports, and the new era got off to a truly dramatic beginning.

Due to thick fog and rain the championship was delayed and the final round took place on a murky Monday at the home of golf, with Ernie Els, David Howell, Paul McGinley and Paul Lawrie battling for the inaugural title. The Irishman McGinley fell away, shooting 74 and finishing in a tie for 9th, leaving the other trio to duke it out for the honours over the final nine holes. All three of the main protagonists shot rounds of 68, but with just two shots between the three of them it came down to a dramatic finish on the 18th. Els finished ahead of the 1999 Open Champion, and holed a birdie putt on the last to post 17-under-par in the clubhouse, putting the World Number 3 in pole position to lift the trophy. His case looked even stronger when Lawrie's second shot to the last screwed back into the Valley of Sin.

Lawrie faced a treacherous two-putt to secure a playoff, but instead he incredibly rolled the birdie putt into the hole and the watching masses roared as the Scot's moment of magic sealed the victory.

Two year's later Lee Westwood would make a remarkable albatross on the par-five ninth hole at Kingsbarns on his way to winning a dramatic Dunhill Links title at the expense of Ernie Els. The magic moment came on his final hole of the third round, which was a course-record 62, and the platform to succeed on the Old Course on Sunday.

The year following Westwood's dramatic triumph I came to my first ever Alfred Dunhill Links Championship, as a volunteer with Myerscough College, we would work on the course carrying the portable scoreboards and using the new GPS technology to assist the TV production with ball locations across the course. The 2004 Alfred Dunhill Links Championship was just my second ever visit to St Andrews, following a day trip there in 1996 with my family when we were visiting my father's brother in Dundee.

The freshness of the air, the tight cut of the fairway, the way the light reflected off the grass, the Royal and Ancient Golf Clubhouse, the Road Hole, everything about St Andrews was spectacular, even more so than I remembered from my previous visit. That week also showed me how special the event was and sparked a connection with and affection for the Dunhill brand. We as volunteers were treated fantastically with a Dunhill Links branded hat and warm coat/jacket supplied, immediately engaging all of us with the Dunhill brand.

2005 was the 20th anniversary of dunhill golf in St Andrews, and the 10th of Scotland's epic Dunhill Cup victory, and Colin Montgomerie lifted the trophy on both occasions, and in both years he ended the season as the European Tour Order of Merit Champion. In 1995 Monty was joined by Sam Torrance and Andrew Coltart as they beat Taiwan 3-0, Germany 3-0, South Africa 2-1, Ireland 2-1 and Zimbabwe 2-1 to take glory at the home of golf in front of a raucous home support. 10 years is a long time, both in golf and fashion, and the world of golf was very different from 1995 and the last time Monty was a winner in St Andrews.

In October 1995 Monty was ranked 6th in the world, and the top 5 were Greg Norman, Nick Price, Bernhard Langer, Ernie Els and Nick Faldo. Fast forward to 2005, and mid-2000's and Monty was ranked 16th and the top 5 were Tiger Woods, Vijay Singh, Phil Mickelson, Ernie Els and Retief Goosen. The fashion trends also changed dramatically between the mid-1990s and the mid-2000's, and the baggy, oversized look was replaced with Skinny Jeans and slim fitting shirts, Cargo pants, Mixing high-end and casual items, Metallic, Sunglasses, Ripped jeans and Fitted clothing, tailored suits, with an emphasis on grooming.

Skinny jeans were the polar opposite of the trends of the previous decade, and became particularly popular in 2006, having been introduced to the mainstream market the year before. Supermodel Kate Moss was pictured wearing skinny jeans in 2005, helping to popularize them, and they quickly became a staple of men's fashion too, with the likes of the All-American Rejects wearing them. Even brands like Levi's capitalized on the popularity of skinny jeans, and Diesel and Calvin Klein joined them, and skinny jeans even made into the Dior Collection for their 2007 Autumn/Winter show. Brands such as April77 and Cheap Monday were among the early adopters, but it was soon that high-street brands like Topman, Zara, and H&M followed suit.

"the introduction of slim-fit designs mirrored the overall trend towards more form-fitting clothing, moving away from the oversized garments of the previous decade" (fashionbeans.com)

"The 2000s were shaped by influential designers, brands, and celebrities who left an indelible mark on the decade’s fashion landscape.

Designers like Tom Ford and brands such as Dolce & Gabbana and Gucci played pivotal roles in bringing luxury fashion to the forefront, emphasizing glamour, sophistication, and sexual appeal.

Marc Jacobs and Alexander McQueen also made significant contributions to 2000s men’s fashion, blending artistry with fashion and pushing the boundaries of traditional menswear." (fashionbeans.com)

The 2000's was also about individuality, in golf and in fashion.

Tiger Woods's remarkable achievements between 1999 and 2005 (9 Major wins, 10 World Golf Championship titles, 20 other PGA TOUR wins, 5 other European Tour wins, 2 Japan Golf Tour wins, and 2 World Cup victories), along with his incredible marketability and charisma really emphasised the individuality of a new generation of golfers all trying to be the best.

Many existing and emerging golfers found themselves in the gym, a place golfers traditionally had steered clear of, and the sport was now becoming an athletic pursuit, rather than a pastime. The emphasis was now on creating speed, with the swing and clubhead to achieve greater distance off the tee. To achieve this, and stand any chance of rivalling Tiger Woods in the long term, golfers had to be fitter, more athletic and more powerful than ever before.

My second visit to the Alfred Dunhill Links Championship came in 2006, again as a volunteer, only this time I was on the move, travelling to Carnoustie and Kingsbarns with the team to fill roles supporting the television broadcast. Padraig Harrington won the title for a second time, continuing a golden year for Irish golf following the Ryder Cup at the K Club. In 2007 a fresh-faced rookie made a splash, securing his card on the European Tour in just his third start, Rory McIlroy finished in a tie for third place, the first in a string of great performances at the dunhill without ever lifting the trophy. That honour fell to Nick Dougherty, who enjoyed a career year after his top-10 at the US Open at Oakmont. Dougherty beat Justin Rose by 2 strokes, claiming his second European Tour win.

Four years later I was caddying in the tournament at the end of my only season as an Old Course caddie. I had the honour of looping 3 rounds throughout the week for two different golfers, and managed to get the final day off as my golfer did not make the cut. It was a thrilling Sunday with the now US Open Champion Rory McIlroy making a stunning front-nine charge, playing the first 11 holes in 7-under-par before stalling with 7 consecutive pars to lose by 2 shots to countryman Michael Hoey.

2 years later my role at the Dunhill was something different entirely, and one which would set me on my current path. In February 2013 I co-founded St Andrews Golf Magazine with a local businessman and former caddying colleague, the magazine was to be an online download which brought together the different facets of the golf industry within St Andrews, the home of golf in one, regular magazine. Following successful applications for accreditation to the RICOH Women's British Open and Johnnie Walker Championship at Gleneagles, we applied for the Alfred Dunhill Links Championship, for myself, my co-founder and a photographer, and it turned into a very special week indeed. The championship's conclusion was thrilling and meaningful for me, as David Howell defeated Peter Uihlein in a playoff with a birdie on the 18th green. He punched the air, Seve-esque, and ended a 7-year wait for a title under gloriously sunny and blue skies. Howell is from Swindon, just 20 miles from my hometown of Devizes in Wiltshire, and I had followed his entire career.

What a beginning to my career in the media, and what a way to start a dozen years of covering this remarkable event.

The magazine had utilised the contribution of a local photographer for selected events and limited shots, but it soon became clear that we needed a more consistent supply of images for a wide range of purposes, and with the likes of Getty Images out of our league in terms of price, I decided to teach myself photography. I had learned a considerable amount from the other photographer, who has since gone on to launch the St Andrews Links Official Photography Service, and by 2015 I was also accredited as a photographer. 2025 will be the 10th such occasion being accredited as a photographer. Golf was my route into photography, and now that forms the majority of my commitments within media.

2 years later St Andrews Golf Magazine became St Andrews Magazine, with myself taking full control, and the dunhill was still the biggest week of the year for the magazine, providing a large spike in engagement, growing the following across social media.

2017 was also the first year in which I would travel to the other courses, visiting Carnoustie twice and Kingsbarns once throughout the week, the Dunhill was now a fixed tradition for the magazine, and the biggest event on my calendar every year. This year also saw Tyrrell Hatton win his second Alfred Dunhill Links Championship in a row, something which he is still the only player to achieve. One of the great traditions of Dunhill week, for the media, is the media quiz and dinner in the Alfred Dunhill Pavilion, and in 2018 my table and team unexpectedly claimed victory, and for our efforts earned a delightful Alfred Dunhill notepad, with gold leaf. This was just another way of building brand loyalty, and it is something Dunhill do better than any other sponsor in golf.

The Dunhill is such a special week, so when it is not there, you really notice it. The Covid-19 pandemic forced the 2020 edition to be cancelled, leaving a big hole in my life and impacting the content of the platform greatly. The best week of the year returned in 2021 and it was a truly spectacular week on and off the course. I had a second photographer colleague with me that week, and he was assigned to cover the play at Carnoustie, whilst I was solely focused upon the Old Course, as the Covid-19 restrictions made it difficult to travel between venues. Covid-19 tests were required throughout the week, and we had to submit our results to the online portal., as well as undergoing an on-site test at the start of the week before we could enter the media centre and course.

There wasn't a media dinner in 2021, for the obvious pandemic-related reasons, but there was a draw between the media for a prize of a round of golf on the Old Course, and a night's stay in the Rusacks Hotel. Incredibly, my rookie colleague won the draw, and not only did he get the night's stay, and round on the Old Course, he was drawn to play alongside the world's most renowned photographer, David Cannon. Talk about being jammy!

Danny Willett won the tournament, making it nine editions out of the first twenty won by English golfers. He was the first champion of the 2020's, another dynamic era of men's fashion.

The previous decade saw a rise in popularity of wearing Athleisure and activewear, including yoga pants, hoodies, athletic shorts, crew socks, sneakers, and sweatpants. Fashion site InsideHook.com wrote an article called 'How Sweatpants Became the Jeans of the 21st Century', illustrating their popularity among this generation under the age of 35.

Kendrick Lamar and Justin Bieber have both been seen wearing sweatpants (joggers) and a hoodie as their outfit of choice both recreationally and when performing. Sales of jeans have declined in the United States, and are perhaps part of a more global trend according InsideHook.com "The bigger reason for the decline of jeans, the research suggests? You guessed it: “Stronger sales of…the athleisure category.”

While it’s hard to zero in specifically on sweatpant sales, the U.S. athleisure market is certainly in the ascendant, valued last year at $88 billion — the U.S. alone representing almost a third of the global market — and expected to grow at a compound annual rate of 10% for another decade."

Some though, doubt that Sweatpants will ever surpass the impact of jeans. "“We’re in a new era that has embraced comfort and figured out a way to style sweats in an ‘acceptable’ manner, and there are so many more options these days,” suggests Phillip Proyce, founder of the L.A.-based sportswear brand Lady White Co. “Sweatpants will be a staple for years to come [and] they have slowly been increasing in popularity. [But while] sweatpants have carved their way into fashion history, they’ll never have the impact of jeans.” (InsideHook.com)

As the fashion trends for men have undergone transformation during the last four decades, so has the world of golf fashion, since the dunhill made its debut in St Andrews 40 years ago. When the Dunhill Cup launched in 1985 golf fashion consisted of a Pringle Sweater and a pair of trousers, with a plain polo shirt, or even more formal wear. The teams competing in the Dunhill Cup were provided with sweaters from Dunhill which were the colour of their respective countries, and even that was seen as being revolutionary at the time.

Golf fashion of the 19th and early 20th century actually reflected the men's fashion of the time, with gentlemen wearing smart but resilient clothing. In this era the general population outside the aristocracy did not have the means to have a wide variety in their fashion, but as the19th century moved into its later years and with the Industrial Revolution in full swing, new technologies and mass-produced products became available. The manner in which people worked and lived was forever altered, mostly for the better, and these advancements included electric sewing machines in factory settings providing access to ready-to-wear fashion.

With clothing being manufactured in factories and sold via department stores and mail-order catalogues, there was no longer a need to have men's clothing expensively tailored or sewn at home. Now, nearly every man could stock a respectable wardrobe without forking over his whole pay check - although the wealthiest gentlemen and aristocracy did continue to demand custom tailored garments for superior fit and exclusivity. (www.historicalemporium.com)

In the 1860's, when The Open Championship was introduced, men's golf fashion included formal Victorian-era attire including tweed knickerbockers, high-collared shirts, Waistcoats, and boots.

You can find out more about the fashion of golf between 1800 and 1899 by reading a magnificent article at www.hickorylanefeatherie.com

Golf fashion has, for much of its modern history (post 1860) reflected the fashion trends of the time, and never more so than in the 1960's and 1970's.

Arnold Palmer was the undisputed king of golf in the 1960's and one of the most famous sportsmen of the time, largely helped by his manager, Mark McCormack by arranging endorsement deals with many products from cars to cigarettes, from golf balls to soft drinks and watches to breakfast cereals. Throughout it all, and throughout his golden years it was his sartorial style which shone through.

The adjacent image was taken at the 1960 Open, played on the Old Course, St Andrews, and used by Sports Illustrated as the cover of their tribute edition following Palmer's death in 2016. On the day following Arnold's passing MR PORTER paid tribute to his style, including referring to the adjacent image:

Exceptionally talented when it came to golf, Mr Palmer also seemed to have been born with an inbuilt appreciation for great knitwear. Throughout his career he sported a variety of intriguing knit garments, from turtleneck-and-cardigan combos (a particularly Palmer-ian look) to exceptionally fuzzy cashmere and cable-knit V-necks. We however, like the simplicity of the above outfit, from Mr Palmer’s first appearance at the British Open in 1960. There’s something impeccably clean cut about the combination of pastel yellow and grey that makes us feel exceedingly happy that such colours are set to return for the Spring Summer 2017 season.

Out of the Swinging 60's and into 70's saw golf move towards the fashion of the discotheque with vibrant colours, big collars and flared trousers, made famous by the iconic golfers of the day such as Jack Nicklaus, Tom Watson, Johnny Miller, Tom Weiskopf, Tony Jacklin, Lee Trevino and a young man from northern Spain. Severiano Ballesteros, known simply as SEVE, was born in 1957, and turned professional at the tender age of 17 in 1974, with his breakout year coming at the peak of the 70's in 1976. Seve and co had the style and visibility where it wouldn't have been a surprise if they had featured as an extra in any of the major motion pictures of the decade, especially 'Saturday Night Fever', which was released in 1977.

Seve undoubtedly took on Arnold Palmer's role as the most stylish man in golf at the end of the 1970's and into the 1980's.

Just like Palmer, Seve popularized the sport with his brand of golf, his wins, and his defeats, and his remarkable style, which set him apart from all golfers of the time. Seve's iconic blue sweater was produced by Slazenger, very much a brand of the era. The Slazenger Heritage website says: Reflecting on Seve’s career, one cannot help but marvel at how his performances on the green redefined the sport, making him an emblem of excellence. His partnership with Slazenger, particularly the navy-blue jumper, became a symbol of golfing grace, blending the realms of sport and style seamlessly.

In 1984, the year before the Dunhill Cup was born, Seve partnered with another brand which would go on to become the biggest in the sports world. Nike's first ever golfer was Seve Ballesteros, and he would pave the way for a certain Tiger Woods to revolutionize the golf fashion landscape.

The below poster is said to be Nike Golf's first, with Seve in a tree, perhaps inspired by his wild and adventurous style on the golf course.

Up until this moment golf fashion was about sartorial elegance, looking stylish and conforming to dress codes, which were unyielding to modern fashion trends, over the next two decades Nike, and Tiger Woods would go a long way to changing that. They would make golf a sport, and the clothes which golfers wore would reflect its new status.

Of course, Tiger is famous for his iconic red Nike shirt on a Sunday, no more so than when he won the 1997 Masters, or the 2000 US Open, Open Championship and PGA Championship, and many of his 15 Major Championship titles. Occasionally though, Nike and Tiger pushed the envelope, and introduced styles which were closer to other sports, and pushed the boundaries in terms of what certain golf clubs deemed acceptable.

The 2000 Mercedes Championships showdown between Tiger and Ernie Els saw Tiger strut his stuff spectacularly in a shirt which included black sleeves, with the body of the shirt featuring a striped pattern with a black gradient at the head of the shirt, fading down to white and then red, with pin stripes across it. Its appearance was modern, but classic, and the fabrics used were closer to those used for a more athletic sport, such as football.

Back in the early 2000's dress codes were still strict, and collared shirts were an essential at many private clubs. So when Tiger debuted the mock turtle neck at Royal St George's in the 2003 Open Championship, you can imagine that many grey haired, grey-suited men were squirming, thinking that golfers will turn up wearing this. With golfers chasing the success which Tiger Woods had, the sport was becoming more athletic, and that encouraged more sportswear giants to become a player within the industry.

The first professional Adidas-endorsed golfer is widely considered to be Dustin Johnson, who signed with the company in 2007 shortly after turning pro and remained with them for 15 years before their partnership ended in 2023. 2 years after Adidas entered the marketplace, PUMA followed, signing Rickie Fowler in 2009, a relationship which endures to this day. Japanese Apparel Company UNIQLO entered golf in 2013, signing Adam Scott, and he joined a roster of global ambassadors which include Tennis legend Roger Federer and Winter Olympian Ayumu Hirano. Brands which specialised in a variety of sports had begun to see the value in endorsing golfers.

Under Armour entered the golf marketplace in 2013 with a precocious young talent called Jordan Spieth. The American sports apparel and equipment company launched with American Football in 1996, and has since gone on to offer products in Baseball, Basketball, Ice Hockey, Boxing, MMA, and golf, as well as supplying the United States Speedskating, Bobsled and Skeleton teams at the Winter Olympics.

Under Armour offers Caps, Polo shirts, Shorts, Shoes, Gloves, Trousers, Vests, Windcheaters, 1/2 zip tops and much more for the modern golfer. Under Armour says on their website: For years, Under Armour has been at the forefront of equipping golfers with cutting-edge gear designed to maximize performance. From Jordan Spieth’s historic Masters victory in 2015 to the rise of new talent, Under Armour continues to shape the future of golf with a focus on technology, comfort, and style. As the modern game evolves, so does Under Armour’s commitment to athletes at every level, ensuring they have the tools to excel on the course.

To get an idea of how modern golfers think when they dress for golf I asked Kyle What goes into you choosing what to wear on the golf course, and what specifically is it about under armour which makes you want to wear their clothing? He said: "I like having stuff that matches and fits tailored. I’m not a fan when out in the course having loose stuff. UA is a good brand for golf and also use it for gym gear. I use a number of other brands like Callaway and ping polos which also fit great."

Golf fashion is now not just reflecting the change in the sport to becoming a more athletic pursuit, but also mirroring wider fashion trends, with the introduction and acceptance of hoodies.

In the 2024 Alfred Dunhill Links Championship I captured Talor Gooch on the first tee of the Old Course during Tuesday practice. Even though Hoodies have now been a part of golf fashion for a few years it did take me by surprise, I guess it does show how far golf fashion has come.

When I was in my teenage years, in the 2000's, hoodies were very much looked down upon and associated with anti-social behaviour. They even were used as a colloquial name for a group of anti-social youths, with Prime Minister David Cameron infamously uttering the phrase "Hug a Hoodie" when he was discussing ways of tackling anti-social behaviour.

That week Rory McIlroy and Champion Tyrrell Hatton also donned the hoodie during the championship, confirming golf has come so very far in terms of fashion. The hoodie is a practical garment which can save the need for a woolly hat in certain situations, but I am not sure Seve and Arnold would have approved!

Golf is now cool, and attractive to all, and something which everyone can aspire to play. Kyle, the model for this shoot, is a relatively new golfer and he says "what appeals most about golf is that it’s just me and myself out on the course. There is no one to blame other than myself when I have a bad round. It’s down to me and what I can do out there."

There speaks an athlete, a sportsman, identifying key characteristics about the sport rather than the beauty of the golf course or the social aspect of the sport. Kyle has played football as a goalkeeper for various teams across Fife, including St Andrews United, Cupar Hearts, Kennoway Star Hearts and The Swifts.

Fashion and golf, as shown earlier, can be quite a controversial topic and I asked Kyle if the game's dress code deterred him from playing golf at all, and to my surprise he said "I actually like the dress code. I think it’s good to have a traditions and value likes that to be upheld. I prefer it to the more modern dress code that is creeping into the game."

I asked Kyle if he sees golf clothing and fashion an opportunity to express himself on the course? And Would he, for example wear the Under Armour shirt in a different situation off the course? He said "golf clothing although specific for golf course can be worn anywhere. You can express yourself through colours."

Golf has always been a place for individuality and unique personalities, throughout history, but in the main you haven't seen a guy with model good looks, and a sleeve tattoo playing the sport. When I was a golf club member nearly 20 years ago Kyle would have stood out like a sore thumb, and indeed some clubs would have requested he covered them up, or even denied him access or membership. I said to Kyle "20 years ago, golfers didn’t look like you, they weren’t the good looking, athletic guy with a sleeve tattoo. Have you encountered any pushback from other members or golfers at your club?

He said "I have not experienced anything (in terms of pushback) The more modern game is becoming a lot more athletic. I look up to guys like Bryson etc."

This shows how golf has changed both on and off the course, not just in the last few years, but over the last four decades. Fashion has changed, attitudes have changed and the people who play the sport have changed.

According to ACEGOLFS Golf Fashion has moved from Traditional to Trendy "Historically, golfers adhered to strict dress codes, often opting for collared shirts, slacks, and traditional golf shoes. However, the modern golfer seeks versatility and individuality in their outfits. Golf Fashion Trends in 2025 reflect this desire for a more relaxed yet stylish approach, allowing golfers to express their personal style while maintaining performance standards."

"Advancements in textile technology have played a significant role in changing golf fashion. Fabrics that offer moisture-wicking capabilities, breathability, and stretch have become essential. In 2025, we can expect even more innovative materials that not only enhance performance but also incorporate features like UV protection and temperature regulation." (www.acegolfs.com)

They also believe that the athleisure trend continues to influence golf fashion, allowing for a crossover between activewear and traditional golf attire.

The greatest takeaway from the modern trends in golf fashion is that golfers now dress like sportsmen and athletes, within a golf context. You could easily wear the Under Armour shirt to play Tennis, Badminton or Squash. But golf fashion also has the flexibility and variety for a golfer to dress like he or she wants to, and to look and feel just like they want, possibly making the sport the most individual of all when it comes to fashion.

Golf and Dunhill, from the outset seemed to be a natural partnership. Sartorial elegance is something synonymous with both, especially before and after a round in certain settings. For many recreational and club golfers it is tradition to arrive at your club dressed formally, for pre-round drinks in the clubhouse, and at many clubs it is a requirement to dress formally at all times in the clubhouse.

There can be little doubt that how a man dresses reflects his personality, confidence and status, and it is, apart from your physical features, the predominant element which makes you attractive to other people. A survey by King & Allen found that 80% of the women surveyed found the man in the suit more attractive. Moreover, they found the man, on average, 6% more attractive in his suit than in his casual clothes.

Their study concluded the following: Suits are more flattering to the body shape, making the wearer seem taller and slimmer.

Suits are fashionable at the moment, popular with young and old alike.

A man in a suit projects himself as someone who is successful and reliable. This suggests that he is good boyfriend material.

Wearing a suit for a profile photo shows that the man takes care and pride in his appearance. Thus, he must take pride in other aspects of his life, including his relationships!

A man wearing a suit is said to be 67% more confident, according to Talker Research. Westwood Hart also says that dressing well can boost mental health.

Golfers are also said to be more confident because of the varying elements of the sport such as the sport demands and rewards consistent mental discipline, resilience, and a positive mindset, which are all components of confidence. It would be easy to assume then that because golf is arguably the most well-dressed sport, on and off the course, that this also plays a part in their increased confidence compared to people who play other sports.

I asked Kyle about the research findings and he said: "I feel confident wearing any sort of clothing. I do understand why guys will feel more confident as you look more “groomed” but I’m confident in anything."

Here, Kyle is wearing a black suit with a white shirt, without a tie, reflecting the future of a modern man's wardrobe. He pulls off this look effortlessly. This version of formal wear is another point of difference in the last four decades of fashion, and reflects each generation's desire for individuality. 40 years ago men's formal fashion could not have been more different to the minimalist styles shown by Kyle here. According to FashionBeans 'The 1980s marked a significant shift in men’s fashion, reflecting broader socio-economic changes and the growing influence of media and celebrity culture.

This era saw the rise of the yuppie, a demographic that sought to showcase their success through their wardrobe choices, leading to the prominence of the power suit. Fashion became a form of self-expression, with men feeling more liberated to explore colors, patterns, and unconventional materials.'

Golf and Fashion have both evolved and changed over four decades, just as dunhill golf in St Andrews, the sport of golf, and the town of St Andrews has. 1985 is a long time ago, but in so many ways, it feels like 5 minutes ago. Golfing icons like Seve are still relevant today, and whenever the Ryder Cup is played, or The Open returns to St Andrews, we remember his incredible play and his charisma. Freddie Mercury and Queen were the world's greatest rock band, and more than 30 years after his death, Queen's music remains popular, and his performances at Wembley remain etched in our memories. 40 years on, it isn't just their performances in golf and music which captivate us, it is their fashion, their sense of style and place, and who they relate to.

What an incredible journey we have been on, tracing forty years of fashion, from the first Alfred Dunhill Cup in October 1985, to the 2025 Alfred Dunhill Links Championship, and everything in between. The 40th anniversary is set to be a sensational celebration of one of golf's greatest traditions.

40 years on from the very first week of Dunhill-sponsored golf in St Andrews, I am getting ready to cover my 12th edition of the Alfred Dunhill Links Championship, and work at my 15th in total. My first three Dunhill's were spent volunteering (2004, 2006) and caddying (2011), before I achieved my first media accreditation in 2013, as a writer for St Andrews Golf Magazine (SHANK). During that week I had the full Dunhill Experience, and showed me that the attention to detail they put into their clothes and luxury products is mirrored at the Alfred Dunhill Links Championship.

The Alfred Dunhill Links Championship set standards for the manner in which it treats and welcomes all members of the media, which still, 12 years on, I haven't seen any other tournament come close to. The communication between the Richemont staff and the media is respectful and concise, and all of us are treated as if we belong there, not like at some other events I could name.

The staff and the organisation set the standard of going above and beyond, which began with the Media Lunch from Wednesday to Sunday, with the option to have a sit-down three course meal each day, all compliments of Alfred Dunhill. The Media Lunch was just the starter though, as on Wednesday evening the assembled media were invited to the Alfred Dunhill Pavilion, behind the 17th green, for the Media Dinner and Quiz. Wednesday Night at the Dunhill is the social occasion of the year for myself, and it is elite hospitality and the creation of a close-knit community of golf content creators under one roof, and not just any roof. It is the Alfred Dunhill Pavilion which hosts the Draw Party on Tuesday night, and the cut party on Saturday night. All of the players and celebrities from the championship are cared for here, and we in the media, for one night, get that experience. No other event I have ever worked at in the last 12 years has come close to that.

Traditions are built over years and decades, and one such element to that is the Saturday Night Fireworks. This 9-minute spectacular brings thousands of locals from the area out into the town on a cold autumnal night, allowing the championship and the brand to engage with people who may never play or watch golf. The tradition is now so embedded within the culture in St Andrews, that the tournament is simply known as 'The Dunhill'.

Excellence, attention to detail, tradition, luxury, golf, St Andrews, Dunhill. The Brand. The Championship. One and the same. Very few other championships outside the Majors last 40 years if they are not a National Open, and very few sponsorships last this long. In fact no other in golf currently matches the longevity of Dunhill and St Andrews. This tournament has changed formats, and has had fluctuating levels in quality of field, but neither has mattered, Dunhill has remained committed to providing the best golf tournament they possibly can.

It says a lot about this tournament that Tyrrell Hatton has committed to playing in it, the week after what will be an intense Ryder Cup away from home at Bethpage in New York. Some events just mean more, and the dunhill is in that category.

Hatton claimed his third victory in the Alfred Dunhill Links Championship in 2024 and the Englishman is looking to join elite company by winning a DP World Tour title for the fourth time.

He said: “It doesn’t get much better than winning at St Andrews. To play in a tournament there and be in contention is something you always remember. To say I’ve won three times in the Dunhill at the Home of Golf is even more special.

“I don’t think you ever go into events thinking you could actually win four times, but there is definitely something that suits me about the Dunhill. Last year was even more special because it was the first time I've actually won the tournament with my dad there, so it meant a lot.”

“I’ve had a great run, but I do know that Links golf can always come back and bite you, so you have to play with more patience and be ready for anything. You’ve really got to stick in there. I suppose that’s what makes it so much fun and such a reward if you can win.”

2023 Champion Matt Fitzpatrick has committed to returning to the scene of his triumph and will be hoping for a slightly less complex win than he endured two years ago. More than 75mm of rain fell on the Old Course during a 48-hour period, forcing play to be delayed and then cancelled on Saturday and Sunday, with 100mm falling on the Angus coast, turning Carnoustie into a water world. The championship was reduced to 54-holes with several celebrities missing out on the chance to play the Old Course, and a bizarre finale across the Old Course and Carnoustie on what was a dry and breezy Monday.

Fitzpatrick and his mum Sue triumphed in the team competition too, giving the 2022 US Open Champion the ultimate success story in the Alfred Dunhill Links Championship.

Brooks Koepka is set to play in the Alfred Dunhill Links Championship for a sixth time, having only finished outside the top 10 once, his debut in 2013. No wonder the 5-time Major winner calls the Old Course his "favourite course".

Bubba Watson will play for the very first time in the Alfred Dunhill Links Championship, he will be joined by his wife Angie in the team competition, and the 2-time Masters champion is looking forward to his debut:

"I’ve heard so much about the event and I’m really looking forward to playing. St Andrews is one of the most special and historic golfing locations in the world and Carnoustie is among the greatest Open Championship courses.

Kingsbarns is a beautiful layout and a challenge in the wind. I'm also excited to have my wife, Angie, there with me and get to play with her too. All in all, I think we are in for a great week.”

Patrick Reed has been confirmed for his second appearance in the Dunhill, and the American comes to St Andrews off the back of a successful LIV Golf season. Reed won for the first time on LIV Golf at the Maridoe Golf Club near Dallas in a playoff against Louis Oosthuizen, Paul Casey and Jinichiro Kazuma.

150th Open Champion at St Andrews, Cameron Smith will make his Dunhill debut this October. The Australian has had a fairly disappointing season on the LIV Golf League, and is winless since 2023, and will be hoping a return to St Andrews will inspire him. He said: “Winning the Open on the Old Course must be every golfer’s dream and it was a moment I will never forget. To walk up the 18th hole in the Dunhill will bring it all back and I can’t wait to play there. It would be an amazing double if I could win, but it looks like a really strong field so I will need to play my best golf.”

American 2-time Major Champion Dustin Johnson has committed to playing in the championship for just the third time, having played in 2011 and 2012.

The 2025 PGA TOUR FEDEX CUP Champion Tommy Fleetwood is set to play in the Dunhill again, and he has a tremendous record in the championship, but has yet to lift the trophy.

Fleetwood said: “I’ve always loved the Old Course and St Andrews, ever since I played the Links Trophy as an amateur. I enjoy playing every year with my team-mate and close friend Ogden. St Andrews is a very special place that I look forward to returning to every year and I love the atmosphere of the Dunhill Links seeing old friends and meeting some new! It’s one of the best weeks of the schedule without a doubt.”

Fleetwood has had a sensational year, claiming his first PGA TOUR victory at the TOUR Championship at East Lake, and recording 7 other top ten finishes, and to crown his year with a long-awaited win in the Dunhill would be very special indeed. The Southport star finished in third place here in 2024, and has been runner-up in 2018 and 2014. Fleetwood's first DP World Tour victory came in Scotland, at Gleneagles in 2013.

Scotland will be represented by a star quartet including Robert MacIntyre, Calum Hill, Connor Syme and Grant Forrest as the battle to become the first Scottish winner of the Dunhill since 2005.

MacIntyre burst into the world's top 10 with his performance at the BMW Championship last month, and has established himself as a leading player in world golf over the last two years.

MacIntyre said: “It’s hard to believe there hasn’t been a Scottish winner of the Dunhill for 20 years. It would be nice if one of us could change that. There are a lot of good Scots in the field this year, and I’m sure we’ll all get plenty of support from the galleries. Winning at the Home of Golf is something every golfer hopes for and it’s something I would love. A big win in front of the Scottish fans would be very special.”

Former Dunhill Links Champions Martin Kaymer and Padraig Harrington will also be competing in this year's Alfred Dunhill Links Championship, alongside South Africa's Louis Oosthuizen, Aldrich Potgieter, China's Li Haotong, Venezuela's Jhonattan Vegas and American Tony Finau will add to the global appeal of the 2025 Alfred Dunhill Links Championship. Australian Matt Jones lost a 10-hole playoff at the Fairmont St Andrews in the Asian Tour's St Andrews Bay Championship in 2023, and the 2-time Australian Open winner will want to go one better at the Dunhill.

Poland's Adrian Meronk, Northern Ireland's Tom McKibbin, Spain's David Puig, USA's Talor Gooch and Brendan Steel complete a lineup of some 14 LIV Golf players in the field.

Locals will have two professionals to cheer on at this year after Tartan pro Tour winner John Paterson received an invite to play in the professional tournament. John won the Alfred Dunhill Links Schools challenge in 2016, and then stepped in for Hugh Grant when the actor withdrew ahead of the third round. John is a past Junior Captain of the New Golf Club St Andrews, and in 2019 he won the prestigious R&A Local Clubs' Gold Medal, on the Old Course. His previous major tour experience includes an appearance at the 2023 St Andrews Bay Championship on the Asian Tour.

Additional St Andrews interest focuses on Connor Syme, who is attached to Drumoig. The 30-year-old won his first DP World Tour title this summer, claiming the victory at the KLM Open, and he would dearly love to contend in what is his home event. Currently ranked 39th on the Race to Dubai, Syme will be looking for a good finish to the season to put himself in contention for a PGA TOUR Card.

Stars from stage and screen have always enjoyed playing alongside the professionals at the Alfred Dunhill Links Championship, and one who played in the very first edition in 2011 is back again for more. The OSCAR, Emmy and BAFTA winning Actor Michael Douglas has been a keen golfer for many years, and is an honorary member at Langland Bay Golf Club in Wales, and regularly plays golf near his homes in the Bahamas and Majorca.

Actress Kathryn Newton is back for a third year at the Alfred Dunhill Links Championship and she's excited for the possibilities. She said: “It’s an honour to play in this tournament and brings me back to the reason I play the game. A Championship like the Dunhill really opens up my world and makes me realise I’m so lucky to be playing golf. There’s an elevated energy to the Dunhill and I really want to perform well.

“As an ambassador for the R&A I also want to grow the game and it makes me more determined to encourage more people to play, especially girls.”

Music stars including Keane’s Tom Chaplin, Linkin Park’s Dave Farrell, Ronan Keating and Mike Rutherford of Genesis and Mike and the Mechanics, will be sharing the fairways with cult US rock legends Huey Lewis and Bon Jovi’s Tico Torres, who both played in the very first Dunhill Links back in 2001.

From the world of sport the standout participant is Sir Andy Murray. The three-time Grand Slam Tennis Champion, and two-time Olympic Gold Medallist is a passionate golfer, and also recently played in the pro-am at the BMW PGA Championship at Wentworth. The Scottish legend is now a scratch handicap golfer, and he is looking forward to making his debut in the dunhill: “I’m really looking forward to this. It’s very special to be able to play in a full blown professional event, and for a Scot like me to be able to do it in Scotland at such a unique location makes it even more exceptional. In many ways the Old Course at St Andrews is very like Centre Court at Wimbledon. They both have the same historic feel and atmosphere that just doesn’t exist in many sporting venues around the world. It will be a pleasure to be able to savour that.”

Sporting celebrities have played in the Alfred Dunhill Links Championship throughout its 24-year history, but many of them are now far less relevant to the audience than they were back in 2001, so the addition of Sir Andy Murray, and previously Gareth Bale, is a very welcome boost for the event.

Cricketers have always played a significant part in the Alfred Dunhill Links Championship, and once again they will do so in 2025, with Kevin Pietersen returning.

Legendary Ice Hockey star Wayne Gretzky will make his debut at this year's Alfred Dunhill Links Championship, joining his son-in-law Dustin Johnson in the field for the 40th anniversary of dunhill golf in St Andrews. It is yet to be confirmed whether the two will play together, but surely there is a chance!

Gretzky holds the record for the most goals scored in a season, netting 90 in the 1981-82 season. The Canadian won 4 Stanley Cups with the Edmonton Oilers in the 1980's. Another North American sporting legend is Kelly Slater, the 11-time World Surfing Champion will play in the Alfred Dunhill Links Championship for a seventh time this year. Caddyshack and Ghostbusters star Bill Murray will make his 10th appearance at the Alfred Dunhill Links Championship, and Olympic rowing superstar Sir Steve Redgrave will take to the links for the 24th time, continuing his record of having played in every edition since the championship launched in 2001. Piers Morgan returns once again, along with Dragon's Den panellist Peter Jones, completing a lineup of regular and new celebrities to compete in the 40th anniversary of dunhill golf in St Andrews.

The goal for every professional and amateur in the field this week is to end the week sat on the Swilcan Bridge staring into the photographer's lens and holding one of the great pieces of silverware. 40 years ago it was Greg Norman, Graham Marsh and David Graham, with the Alfred Dunhill Cup above their heads, and in 2024 it was Thorbjorn Olesen and Dermot Desmond with the team title, and for the third time, Tyrrell Hatton with the magnificent Alfred Dunhill Links Championship Trophy. In 40 years of this most special of autumn traditions, the sport has transformed in so many ways, as have the clothes we wear, and as has St Andrews. But in so many ways, everything is still the same, they still tee off in front of the R&A Clubhouse, and play out to the loop, before heading back into town, and driving over the Old Course Hotel and aiming for the clock on the clubhouse off the 18th tee.

And forty years on, they still play in a tournament which bares the name of Britain's greatest menswear brand, which still has the same logo and still has the same prestige and class.

It started as a genuine world team championship for golf, and has evolved into a celebration of links golf across three of the premier links in the world. On Sunday night someone will be on this bridge with a trophy, no other event winner in world golf can say that on annual basis. It is the trophy shot which every golfer wants.

Here's to another four decades of dunhill golf in St Andrews.

40 years of Fashion - A celebration of four decades of dunhill golf in St Andrews was written and photographed by Matt Hooper, working with Model Kyle Moran on location across St Andrews.

Thanks goes to Audrey Hogg and the management of Kingsbarns Golf Links, who provided us with access to play and photograph on the course. Thanks also goes to Stephanie Lee and the team at Seaton House in St Andrews, who allowed us access to shoot in the Bow Butts Bar for the Dunhill Look portion of the shoot.

About Matt Hooper

Matt Hooper is the person behind SHANK, co-founding it as St Andrews Golf Magazine in 2013, before relaunching it as a website and social media platform in 2019, rebranding it to SHANK in 2021. Matt is a professional photographer based in Cupar, Fife and he offers a wide-range of social photography services including Photoshoot Tours in St Andrews, Dundee, Edinburgh and Cupar, as well as Weddings, Boudoir, Beach Photoshoots and Golf Photography for visiting golfers. Matt also works with professional models through his brand CHARISMA, shooting test shoots and digitals for new models, working on creative projects and collaborations and is available to work with professional models on campaigns or product shoots. Matt has also been previously hired to shoot the SheSwings collection of clothing and 2under Golf's range of accessories.

You can find Matt's work and services at www.mattphotographsyou.co.uk and his Golf and Sports Photography at www.matthooperphotography.co.uk, and his work with professional models at www.charismabymh.com.

About Kyle Moran

Kyle Moran is a commercial model who has been represented by Model Team Scotland and Tartan Models, and has modelled for TOPMAN and Tempus Cycling. Kyle has worked together with Matt on two previous shoots promoting The Original Dundee Photoshoot Tour and The Original Super Cupar Photoshoot Tour, services offered by Matt Hooper Photography.

During the shoot for 40 years of Fashion - a celebration of four decades of dunhill golf in St Andrews Kyle wore the following:

80's-90's: Jack and Jones Biker Jacket, T-Shirt from Next, Jeans from Next

90's-00's: Jeans from ASOS, Kram Clothing T-shirt, Oversized Zara Knitted quarter-zip

00's-10's: Jeans from River Island, Louis Vuitton T-Shirt

10's-20's: Gym Shark Joggers, My Protein Hoodie

The Dunhill Look: Suit from Next, Brogue shoes from Next, accompanied by Dunhill Leather and Canvas Briefcase

Golf clothing: Shirt from Under Armour, Trousers from Puma, Shoes from Adidas

About Kingsbarns Golf Links

Created on dramatic coastline six miles south east of St Andrews, Kingsbarns Golf Links provides a magnificent visual backdrop on every hole, greeting players with stunning natural beauty to accompany every stroke. Kingsbarns embraces the true essence of Scottish links golf, with sandy soil, fine fescue turf, sweeping sea views, and undulating coastal features that stretch to the sea—a heritage dating back to 1793. Kingsbarns Golf Links has been a co-host to every edition of the Alfred Dunhill Links Championship, and has also hosted the 2017 RICOH Women's British Open. Kingsbarns Golf Links plays to a 7226-yard distance off the championship tees. Kingsbarns Golf Links is situated on the Cambo Estate, along with the Cambo House and Gardens, and the Kingsbarns Distillery. www.kingsbarns.com

About Seaton House

Situated near the first tee at the world-famous Old Course, Seaton House offers 5-star luxury hospitality in the heart of historic St Andrews, with spectacular views across West Sands beach. The hotel offers 42 bedrooms, including 8 luxury suites, premium food and beverage and more. Seaton House is on the site of the former Best Western Scores Hotel and is the only hotel in St Andrews with a direct view of the Old Tom Morris Statue. www.seatonhouse.com

About the Alfred Dunhill Links Championship

The Alfred Dunhill Links Championship is a celebration of Links golf, played over the Old Course St Andrews, Carnoustie and Kingsbarns, from October 2 – 5.

With a prize fund of US$5 million, the Alfred Dunhill Links incorporates two separate competitions - an Individual Professional tournament for the world's leading golfers and the Team Championship in which the professionals are paired with amateur golfers which creates a unique atmosphere. The Alfred Dunhill Links Championship is a DP World Tour sanctioned event, which is part of the Tour's 'Back 9' swing of tournaments. www.alfreddunhilllinks.com