Going Low: About Rookline

Ahead of the U.S. Open, we spoke with Chris Mueller on 93.7 The Fan in Pittsburgh about our origins and our next moves here at Rookline. 

Chris Mueller:
The U.S. Open is just a few days away, and we are fired up. I’ve been talking about this brand a lot lately on the PM team and pretty much everywhere else—because I’m genuinely excited about it. It’s a new golf apparel company that I’ve become a huge fan of. Mainly because, let’s be honest, it makes me look good on the course. That’s not easy to do, especially with a swing like mine.

I’m talking about Rookline, and today, we’re lucky to have the founder and CEO joining us. Matt Dowling, welcome to the show.

Matt Dowling:
Thanks, Chris. Great to be here.

CM:
So Matt, start us off by telling us a little about your background, and how that led to you launching Rookline.

MD:
Sure thing. First off, thanks again for having me. This is our first radio interview, so I’m excited to be here. My background’s rooted in the apparel world—specifically women's fashion. My family’s been in the women’s apparel business for 30 or 40 years. I’ve worked in a lot of different areas over the years, but most of my experience has been in costing, sourcing, and operations.

I’ve always loved the family business and still care deeply about it. But being a guy working in women’s wear, there’s only so far your personal passion can go. At the same time, I’ve always been an athlete and a very avid golfer. So I’d had this idea for a men’s golf brand kicking around for years. And like a lot of people during COVID, I found myself with some unexpected time. We were all working from home, and I realized, if I’m ever going to do this, now’s the time. So I started sketching out the brand, writing some guidelines, and by mid-2021 we had the bones of Rookline and began the sampling process.

CM:
That’s awesome. So when you say “sampling,” what was the very first item you tried to make? What did that process look like?

MD:
We started with the classic: a polo. The first sample that came back was a polo—it was functional, but definitely just a starting point. From there, we probably went through two or three dozen rounds of iteration. We were tweaking everything: the fabric, the fit, the buttons, the finishing on the placket and buttonholes. There’s a lot of nuance to making a polo shirt that feels right—especially in golf.

That’s when I started to really believe we could make something great. I saw progress and thought, okay, we can get this exactly where we want it. For me, fabric is always the first thing I pay attention to. But once you get past that, the collar becomes everything. How it spreads, how it sits, how structured it is, how easily it fits under a layer—all of that. Personally, I like a polo with enough structure in the collar to hold its shape, but not so much that it feels stiff or formal, like a button-down. That was the goal. We wanted something that performs, but felt effortless. I always say if you forget about it the moment you put it on, we’ve done our job. I think my team in New York heard me say that about a thousand times.

CM:
It’s funny, because I put on the Hudson Polo recently and immediately thought, “Man, this just feels good.” I didn’t analyze the collar or the fabric weight, but it just worked. And that’s what I love—how something that feels simple to the consumer is actually the result of all this detailed effort behind the scenes.

MD:
Exactly. That’s what we’re trying to do—make it feel easy, even though it took a lot to get there.

CM:
So from that first polo to where you are now, has the way you approach development changed? Or is it still the same process?

MD:
The core idea is the same, but we’ve gotten much more focused. Now, at the beginning of every new product cycle, we ask ourselves: what exactly does this piece need to be successful? What do we want from it in terms of performance, feel, and utility? We get that down on paper early, and it guides the whole process.

After that, once we start getting samples in, we go straight into wear-testing. That part’s still my favorite. I’ll wear the samples into the office—sometimes with the tags still on—go out and grab lunch, hit balls in them, even if the colors are off and I look a little goofy. But that’s where we find the real feedback. We learn so much by actually living in the product.

CM:
I can totally picture that—taking driver swings, walking around in samples, making sure nothing pulls or shifts where it shouldn’t. That’s the real-world test.

MD:
Absolutely. Back in the day, golf polos weren’t always built for movement. Now, you need to look good and move freely, and maybe even go straight from the course to the clubhouse or out to dinner. We wanted to create products that do all of that.

CM:
So there are a lot of new golf brands out there. What makes Rookline different?

MD:
I love that question—and honestly, I love that there are so many new brands right now. It means the game is growing. But yes, it does make for a crowded marketplace. What sets us apart is twofold. First, we are absolutely obsessed with fabric. I mean it—we are constantly trying to land the best fabrics we possibly can, in every category. In a lot of ways, we’re a fabric brand before we’re even a golf brand.

Second, I think our perspective on the game is a little different. We’re not just building for elite players or pros—we’re building for the “avids.” And to me, being avid isn’t about skill level. It’s about love of the game. It’s the guy who might not break 90 but knows every inch of the course before he steps on it. It’s the guy fixing divots, walking when he can, keeping score, marking up the scorecard like it matters. I love that. Honestly, one of my favorite things is finishing a round and seeing a properly marked-up scorecard—even if it’s got a lot of dots in my row.

We’re for that guy. We understand him because we are him. We’re constantly trying to play better golf and we take that same attitude into our products. It’s that mix of humility and obsession that drives us.

CM:
That’s such a great way to say it—the chase never ends, whether it’s for better golf or better gear. So let’s talk about your customers. It’s Saturday morning, our listeners are probably headed out for a round right now. Where do you think the Rookline guy is today?

MD:
If he’s anything like me, he’s in one of three places. He’s either on dad duty, playing a two-ball with some regulars, or heading to something his partner put on the shared calendar. But on the rare Saturday when the calendar is actually clear? He’s getting in a quick nine, hitting the chipping green—my favorite spot on earth—or heading back to the range to fix whatever went sideways that morning. I’ve never been much of a range guy, but the chipping green? That’s where I belong.

CM:
I’m more of a putting green guy—and probably should be on a therapist’s couch when it comes to that part of my game.

MD:
Oh, I’m right there with you.

CM:
Let’s talk products. It’s hot and humid in New York right now, right?

MD:
Yeah, it’s about 82 and sticky.

CM:
So what should people be wearing from Rookline today?

MD:
If we’re talking hot weather, definitely the Hudson 3-Button Polo and the Malta Golf Short. Both are lightweight, breathable, and built for movement. But if I had to talk about what I’m proudest of, it’s our layering pieces—especially the 335 Hoodie and the Circle Windbreaker. Those have really struck a chord with our customers.

CM:
I’ve got the 335 Hoodie. It’s incredible. It’s that perfect combination of lounge and performance. Total go-to. What’s a piece you think everyone should own?

MD:
That hoodie, for sure. You can throw it on around the house or take it right to the course. It moves with your swing and looks sharp doing it—even if the swing’s a little questionable.

CM:
We’ve talked about what’s already in the lineup. What’s something you’ve got coming soon that you're really excited about?

MD:
We’ve got a few things in development that I can’t wait to share. Right now, we’re in deep wear-testing for a new lined windbreaker and the next version of the Hudson Polo. We’re really focused on dialing those in. I think they’ll be big for us.

Special thanks to 93.7 The Fan for having us.