Thirty years ago, a pair of pink pants changed the conversation. By challenging the unwritten rules of golf, Jesper Parnevik became an iconic symbol of confidence, individuality and proof that performance and personality can coexist. Now, as we celebrate our 30th anniversary, we revisit that moment through the eyes of his daughter, Swedish-American singer and songwriter Peg Parnevik. Connected by legacy but driven by her own perspective, she brings the Pink Strategy through a new generation, one defined by self-expression, disruption and the confidence to be unapologetically yourself.

  • 30Y Staff Bag / White
    Selling fast
    30Y Staff Bag
    Sale price €690 Regular price
    Anniversary EditionUnisex
  • 30Y Cap / Azalea Pink
    New
    30Y Cap
    Sale price €50 Regular price
    Anniversary EditionUnisex
  • 30Y Grace Pleated Dress / White
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    30Y Grace Pleated Dress
    Sale price €160 Regular price
    3 colors
    Anniversary Edition
  • 30Y Grace Pleated Dress / Azalea Pink
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    30Y Grace Pleated Dress
    Sale price €160 Regular price
    3 colors
    Anniversary Edition
  • 30Y Tour Tech Argyle Polo / 2-1 Argyle
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    30Y Tour Tech Argyle Polo
    Sale price €95 Regular price
    Anniversary Edition
  • 30Y Tour Tech Striped Polo / Stripe Placement Graphic
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    30Y Tour Tech Striped Polo
    Sale price €95 Regular price
    Anniversary Edition
  • 30Y Devyn Golf Pant / Azalea Pink
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    30Y Devyn Golf Pant
    Sale price €155 Regular price
    2 colors
    Anniversary Edition
  • 30Y Nikolas Knit Sweater / White
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    30Y Nikolas Knit Sweater
    Sale price €175 Regular price
    2 colors
    Anniversary Edition
  • 30Y Nicole Cropped Cardigan / Black
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    30Y Nicole Cropped Cardigan
    Sale price €175 Regular price
    Anniversary Edition
  • 30Y Carmen Striped Long Shorts / 2-1 Stripe Print
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    30Y Carmen Striped Long Shorts
    Sale price €145 Regular price
    Anniversary Edition
  • 30Y Carmen Long Shorts / Azalea Pink
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    30Y Carmen Long Shorts
    Sale price €140 Regular price
    2 colors
    Anniversary Edition
  • 30Y Hale T-shirt / Azalea Pink
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    30Y Hale T-shirt
    Sale price €95 Regular price
    3 colors
    Anniversary EditionUnisex
  • 30Y Jesper Retro Relaxed Polo / Black
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    30Y Jesper Retro Relaxed Polo
    Sale price €160 Regular price
    2 colors
    Anniversary Edition
  • 30Y Jesper Retro Relaxed Polo / White
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    30Y Jesper Retro Relaxed Polo
    Sale price €160 Regular price
    2 colors
    Anniversary Edition
  • 30Y Devyn Golf Pant / Black
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    30Y Devyn Golf Pant
    Sale price €155 Regular price
    2 colors
    Anniversary Edition
  • 30Y Callan Unisex Hoodie / White
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    30Y Callan Unisex Hoodie
    Sale price €170 Regular price
    2 colors
    Anniversary EditionUnisex
  • 30Y Becca Knit Polo / Black
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    30Y Becca Knit Polo
    Sale price €130 Regular price
    2 colors
    Anniversary Edition
  • 30Y Carmen Long Shorts / White
    New
    30Y Carmen Long Shorts
    Sale price €140 Regular price
    2 colors
    Anniversary Edition
  • 30Y Kameron Socks / Azalea Pink
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    30Y Kameron Socks
    Sale price €25 Regular price
    3 colors
    Anniversary EditionUnisex
  • 30Y Grace Pleated Dress / Black
    Bestseller
    30Y Grace Pleated Dress
    Sale price €160 Regular price
    3 colors
    Anniversary Edition
  • 30Y Cam Coach Jacket / Black
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    30Y Cam Coach Jacket
    Sale price €190 Regular price
    Anniversary Edition
  • 30Y Devyn Striped Golf Pant / 2-1 Stripe Print
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    30Y Devyn Striped Golf Pant
    Sale price €160 Regular price
    Anniversary Edition
  • 30Y Matt Relaxed Polo / White
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    30Y Matt Relaxed Polo
    Sale price €110 Regular price
    2 colors
    Anniversary Edition
  • 30Y Nikolas Knit Sweater / Black
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    30Y Nikolas Knit Sweater
    Sale price €175 Regular price
    2 colors
    Anniversary Edition
  • “The fairway is our runway. I always thought I could change the world by changing golf” - Johan Lindeberg 

    Thirty years later, that mindset still drives us.