As Stephanie and Brett Williamson put down roots in Moore County, they began growing an idea — one that’s blooming this summer in the form of golf apparel brand foregood. They’ve spent the last three years researching the market, meeting with U.S.-based manufacturers, and dreaming up a brand that offered classic, functional designs for men and women who love the game, live active lifestyles, and care about paying it forward.
Stephanie, who has a marketing, web design, and branding background, and Brett, whose expertise lies in business and finance, knew years ago that they wanted to build something together. When Brett pitched his idea of foregood, a golf apparel brand that aims to “democratize the game of golf,” it was a hole-in-one for Stephanie. The couple, originally from New Jersey, began working on the idea after moving to the area in June 2021.
Photos courtesy of Blake Hamilton | Blamilton Creative
Stephanie says the foundation for their business is made up of three main pillars: product innovation, made in the USA, and paying it forward. “We really want to be seen as stewards of the game. …We want the community to know while it’s (foregood) a business, we believe wholeheartedly that people and relationships matter the most.” Stephanie adds that they plan to be active in the community by regularly attending events, volunteering, and donating proceeds to various organizations.
The Williamsons have been playing the long game by staying true to their values, from finding the right high-quality USA-based partners to intentionally designing a cohesive ‘capsule wardrobe’ collection that is on par rather than just on-trend. “Instead of going for higher profits and quick wins, it’s more so about building the business to have resources to help people get into the game or help the community,” Stephanie says.
Stephanie says the process of starting a business while raising a family has taught her and her husband to be “students of life,” constantly learning from their mistakes, staying curious, and being patient. “We are in it for the long haul,” she says, “to create something substantial and worthwhile.”
Foregood officially launches on Monday, June 10. Their first batch of products, men’s and women’s polo and hats, are available for pre-order now; the first shipments arrive between the end of August and early September. Reserve merch on the foregood website and follow the couple’s journey on Instagram.
