It’s not a stretch to say that Bad Birdie is a bit irreverent — the tagline for its latest women’s golf collection is: “Women’s golf apparel sucks. Bad Birdie has modified that.”

The Scottsdale, Arizona-based brand launched six years ago with a goal to disrupt the staid men’s golf market. Its loud and colourful designs quickly made a mark with green-grass shops in addition to big-box sporting goods retailers on the lookout for a more-contemporary alternative to the larger, conservative golf brands.

And now, Bad Birdie is popping its attention to women. This week, the brand will release its first-ever women’s capsule, a large 41-piece collection that Allison Lippincott, lead designer, predicts “will turn the ladies’s golf apparel market the wrong way up.”

The road includes two-tone Caddy rompers and Links mock tops, in addition to Double Down skorts, Hybrid dresses, tunics, and Range crop tops and shorts. Quarter-zips, biker shorts and polos are are also a part of the combo. Price points include $64 for the biker short and $110 for the Hybrid dress.

Like its men’s collection, the ladies’s line features daring patterns and colours that also boast performance features akin to four-way stretch, moisture wicking and wrinkle-resistant properties. However the silhouettes and the prints are intended to make a press release.

“This launch marks a latest chapter for Bad Birdie,” said Jason Richardson, founder and chief executive officer. “We’re a golf brand that celebrates all golfers by pushing the game forward through inclusivity, daring creativity, and good times.”

Preston McFarland, director of brand name marketing, said that while Bad Birdie has offered some women’s pieces prior to now, that is its first comprehensive collection.

In response to the National Golf Foundation, greater than one-third of the U.S. population over the age of 5 played golf last yr and the number of ladies golfers hit 6.4 million in 2022, a 14 percent increase over 2019. The figure marks the third consecutive yr when greater than 6 million women played the game, with females now accounting for 25 percent of on-course golfers. Women represent a disproportionately higher percentage of beginners, 41 percent, as well off-course participants, 41 percent. Off-course participation includes driving ranges, indoor golf simulators and entertainment venues akin to Topgolf.

So it’s not surprising that Bad Birdie and other golf brands including TravisMathew and Dunning have set their sights on this lucrative market. The road will launch on the Bad Birdie website on May 24.

Bad Birdie got its start offering men’s performance polos, but has since expanded right into a wide selection of categories including shorts, pants, hats, gloves and even cabana sets for guys. “We represent the casual golfer and we remove the intimidation,” McFarland said. The brand is now carried in 2,000 green-grass shops in addition to Dick’s Sporting Goods, Nordstrom and Golf Galaxy. It also operates two of its own stores in Scottsdale and Newport Beach, California, with a unit in Houston slated to open next month.