Investment supports TRUE’s next phase of growth and expands Paramount Brands’ growing portfolio of premium golf and lifestyle brands.
Tacoma, Washington – TRUE linkswear (TRUE), creator of ultra-comfortable, modern golf footwear designed for walking on and off the course, is pleased to announce a strategic investment from Paramount Brands, a premier headwear and apparel manufacturer with a heritage dating back to 1916.
The investment brings together two companies with deep roots in golf and complementary strengths across product, brand, distribution and operations, creating new opportunities to accelerate TRUE’s growth while preserving the independence and entrepreneurial spirit that have fueled the brand’s success.
“TRUE has built an incredibly passionate following by challenging what golf footwear can and should be,” said Jeremy Davis, CEO of Paramount Brands. “We see tremendous opportunity in the brand and the team behind it. Our role is to bring additional capabilities, resources and industry expertise to help TRUE accelerate its growth while protecting the authenticity and product innovation that make the brand special.”
This investment marks Paramount Brand’s fourth strategic transaction in five years, following the acquisitions of Winston Collection (2026), Pukka (2024) and J.T. Spencer (2022). Together, these investments reflect Paramount Brands’ strategy of building a portfolio of differentiated premium brands serving golf, sport and active lifestyle consumers.
“Paramount Brands has been building industry-leading product since 1916, and shares our long-term vision for bettering the game of golf. That’s the partner we wanted,” said Jason Moore, Co-Founder and CEO of TRUE linkswear. “Their investment gives us the fuel to keep the main thing the main thing: the product, the people and the community that built TRUE. The mission hasn’t changed. We make gear that elevates the walking golfer’s time on the course, from the ground up and head to toe.”
TRUE will continue to operate independently, with its existing team and facilities in place. For golfers, the promise stays the same: distinctive design, natural feel, built for walking. What changes is the pace and the range. Paramount’s century of apparel and headwear manufacturing gives TRUE the capability to build out those categories the same way it built its footwear, and to provide more players with golf gear that truly fits.
About Paramount Brands
Paramount Brands is a portfolio of premium headwear, apparel and lifestyle brands united by a commitment to craftsmanship, innovation and exceptional service. Rooted in more than a century of manufacturing expertise, the company brings together Imperial, Pukka, and Winston Collection —distinct brands serving customers across golf, sports, corporate, destination and lifestyle markets. Through deep customization capabilities, premium product development and a customer-first approach, Paramount Brands helps its partners create products and experiences that stand apart.
Paramount Brands sells its products into several markets, including the direct-to-consumer (DTC), golf, corporate, and supply chain channels. Customers include the U.S. Open, PGA Championship, Ryder Cup, Presidents Cup, and Solheim Cup. Paramount Brands also has manufacturing and licensing relationships with Nike, Peter Millar, Tommy Hilfiger, Adidas and many other global brands. Products can be found in all Top 100 golf courses in the United States and has been voted the #1 headwear brand in golf for eight consecutive years by the Association of Golf Merchandisers (AGM). Imperial and Pukka are reported as the “#1 and #2 headwear brands in the combined on and off course retail golf channels” by Golf Datatech.
Paramount Brands is also proud to fund the Imperial Foundation, a separate philanthropic organization committed to the growth and vitality of sports—especially the game of golf and those who support it—as well as the overall health and well-being of the people in the communities Imperial serves.
For further information please visit paramountbrands.com. Follow Paramount companies on Instagram at @ImperialHats, Pukka at @Pukkainc and Winston Collection at @thewinstoncollection.
About TRUE linkswear
TRUE crafts naturally comfortable gear ready to perform from the links to the streets. As a collective, we aim to inspire each other to achieve camaraderie, wellness, and purpose in the pursuit of par. We’re a group of family and friends dedicated to sharing our passion and excitement for footwear and the game of golf with like-minded players. Born amid the rugged golf landscapes of the Pacific Northwest, we use only the finest and responsibly sourced materials to protect golfers from the elements and help them #enjoythewalk.
In keeping with its global ethos, TRUE’s current footwear portfolio includes seven core designs: ORIGINALS (OG), ALL DAY (AD), ULTIMATE PERFORMANCE (LUX2), ANTIGRAVITY (AG), TOUR PERFORMANCE (LUX), ASCENT (A+), and FUTURE STAPLES (FS). Each design is focused on sustainability, performance, and comfort with a modern, minimalist aesthetic appealing to professional golfers, dedicated amateurs, avid recreational players, and new golfers alike. TRUE’s headquarters, pro shop, and content studio are now located at Oakbrook Golf Club in Lakewood, Washington. Visit https://truelinkswear.com
Media Contacts:
KFPR
Joanne Miller
(815) 603-5119
joanne@kevinfrischpr.com
Carl Mickelson
(512) 797-2673
carl@kevinfrischpr.com
Jane Smith
Vice President of Marketing
jsmith@imperial1916.com
