Everyone in the Hamptons is already talking about the 126th U.S. Open coming to Shinnecock Hills Golf Club in Southampton this June. Now, East Hampton Village has a fittingly stylish place to get in the spirit.
Hamptons.com attended an exclusive sneak peek inside the new Walter Hagen U.S. Open pop-up, and the concept is easy to love: polished, playful, and very much in step with the current Heritage Leisure moment. Golfcore done right.
The styles are refined and timeless, leaning into traditional golf elegance rather than overly technical performance wear: chic, subtle, preppy, and perfectly suited to the Hamptons. Golf has always had its own aesthetic, and any golfer will tell you the dress code matters. Walter Hagenclearly understands the assignment.
The Walter Hagen + Maxfli golf shop will be open in East Hampton Village from May 14 through June 28, timed to the U.S. Open at Shinnecock Hills. The boutique features men’s and women’s golf apparel from Walter Hagen, limited-release U.S. Open merchandise, and accessories from Maxfli, including golf balls, bags, and gloves. The shop will also be the first place to sell Maxfli’s newest golf ball model, the Tour X-LS, a lower-spin evolution of the Maxfli Tour X.
The exclusive in-store edit is also surprisingly affordable, especially compared with some of the luxury labels you will find in East Hampton Village this summer. We love to see it.
For serious golf lovers, the U.S. Open gear is the obvious draw. For those who may be less passionate about golf but are lucky enough to be in the Hamptons during tournament season, the lifestyle pieces are just as appealing. This is golf style without needing to pretend you’re about to tee off at 5:00 a.m.
“There’s not a store like this in the Village.”
The boutique is curated for East Hampton, not simply dropped into East Hampton. The space is a standalone activation of DICK’s in-house brands, with rotating product collections, brand activations, exclusive capsule launches, and pro-led masterclasses planned for the local community.
And if you heard “DICK’S Sporting Goods” and pictured a full-scale department store arriving in East Hampton Village, don’t worry. This is a million yards from the big-box footprint up-island. The pop-up is a curated boutique, not a sporting goods warehouse.
It also helps that the DICK’s team understands another essential Hamptons rule: work with great locals. At the preview, Sett Coffee was on site, and the music was handled by James Ryan, aka jrinventor, the best DJ in the Hamptons. And of course, a great PR team that got the word out.
After the golf-focused Walter Hagen + Maxfli pop-up concludes on June 28, the space will transition on July 2 to CALIA, DICK’S women’s lifestyle apparel brand. Later in the season, it will close with a “Back to Sport” takeover from DSG, the company’s full-family brand.
For now, though, the focus is golf, and the timing could not be better. With the U.S. Open returning to Shinnecock Hills, the Hamptons are stepping fully into tournament mode. Walter Hagen’s East Hampton Village pop-up gives the moment exactly what it needs: a little heritage, a little leisure, and a very good outfit.
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