On this edition of the 19th hole podcast, Jim talks with Krystal Keith from Swingdish, a women’s luxury golf apparel company. It’s named after Krystal’s mom “Trish the Dish,” a nickname given to her by her husband, and it was Trish’s idea to launch a fashion-forward women’s golf clothing line — born from her love of golf combined with frustration at the quality of existing women’s golf apparel.
Krystal explains the business was started as a way to bring the family closer together as much as to build a brand: her sister Shelly serves as creative director while Krystal runs brand and marketing. The family threw a big launch party in Las Vegas in 2015 to introduce Swingdish to the media and golf community.
Asked what makes the brand resonate with women, Krystal says it comes down to being different — vibrant colors, avoiding trends other brands chase, and leaning more fashion-forward than purely functional. Her mom tests every piece herself before it goes to market. The designs skip zippers and buttons in favor of slip-on, slip-off comfort, using moisture-wicking, high-end fabrics, with SPF built into every piece.
Krystal also describes an annual women’s college golf amateur event the family hosts in their hometown in Oklahoma — a major event and a passion project for her mother that’s become the highlight of their year.
Swingdish has been picking up placement in more golf shops and has reached the LPGA Tour, worn by Jasmine Suwannapura and Karine Icher — bringing significant attention to the brand. More info is available at swingdish.com.