BooYaa launches its first official ladies’ range, celebrating the women behind the brand

South African golf and lifestyle apparel brand BooYaa Golf has launched its first official ladies’ range, marking a new chapter for the brand and the women helping drive it forward.

Until now, BooYaa’s men’s and women’s shirts have followed largely the same apparel structure. The new 2026 ladies’ collection changes that by introducing a dedicated women’s range designed to bring BooYaa’s bold personality, comfort and course-to-lifestyle energy into a more considered fit.

The first collection includes the Lavender and Coral golf shirts, alongside Lady Lulu, a sleeveless printed shirt that brings a softer but still unmistakably BooYaa feel to the range. The pieces are designed for women who want apparel that performs on the course, moves easily through everyday life and does not quietly disappear into the background. Because golf already has enough beige behaviour to last several lifetimes.

For BooYaa, the launch is about more than adding new items to the catalogue. It is also a chance to recognise the women who have helped shape the business behind the scenes as the brand has grown from a South African idea into an international golf apparel name.

“BooYaa has always been about personality, confidence and enjoying the game,” says Chantelle van Greune, Marketing Manager at BooYaa Golf. “This range is special because it gives women something that feels more intentional but it also reflects the role women already play in the business every day. From customer experience and office operations to marketing, sales and brand building, women have been part of the BooYaa story from the inside.”

Behind the scenes, that story is carried by women working across almost every part of the business. Milicent helps make sure BooYaa always shines, Inette keeps daily operations moving and Christina keeps the shop and warehouse in order. Minette brings the brand to life visually as Junior Graphic Designer, while Jackie supports the financial discipline of the business through debt collection and Danielle keeps sales activity moving as Sales Coordinator. On the marketing and commercial front, Van Greune, Global Marketing Manager and Corporate Sales Manager and Megan Joubert, Marketing and Sales Coordinator, help drive BooYaa into the market with the same energy people see in the product.

As BooYaa continues to expand internationally, the company says it wants its product range to reflect the wider golf community it serves. Women are playing, following, supporting, building and influencing the game, and the brand believes its apparel should speak to that reality in a way that feels natural rather than forced.

“Golf is changing, and the people around the game are changing with it,” says Ruan Lotz, CEO and co-owner of BooYaa Golf. “We have never wanted BooYaa to feel like traditional golf apparel with a louder logo. The ladies' range is part of our growth as a brand. It is about creating something women want to wear, while staying true to the BooYaa attitude people recognise.”

That thinking is captured in the range’s new line: She Plays. She Wins. She BooYaa. It is a simple expression of what the collection is really about: women showing up in the game with confidence, personality, and their own sense of style.

The new ladies' range is available as part of BooYaa Golf’s 2026 collection. For BooYaa, if women are already helping build the tribe, they deserve a range that looks and feels made for them.