Work with your Friends

Somewhere between the perfectly framed shots and the carefully planned call sheets, there’s a version of brand-building that rarely gets talked about: working with your friends.

While we were in Orlando, we spent a day shooting content with professional golfers Linus and Rob, alongside local photographer Garrett . It was the second time we’ve worked with this group, and that familiarity made all the difference. Less posturing. Less explaining. More flow.

Rob Meyer in the Hudson 3-Button Polo, One Under Cap and Hudson Crew (new for SS26).

When you work with friends, the best moments don’t always happen on camera. They happen between takes. They happen when someone cracks a joke and the room loosens up. They happen when nobody is worried about “nailing it” and somehow everything ends up better because of it.

That ease shows up in the final product, even if you can’t quite put your finger on why.

Brand content today is everywhere. Perfect lighting. Perfect poses. Perfectly forgettable. What cuts through is authenticity — not the manufactured kind, but the real thing that comes from shared history and mutual trust. When you work with people who already understand you, you spend less time directing and more time creating.

Linus in the Hudson Hoodie, Hudson Pull-On Short and One Under Cap.

There’s also a practical side to this. Friends give honest feedback. They’ll tell you when something feels forced. They’ll push you when you’re playing it safe. That kind of input is invaluable, especially in an industry that can skew conservative.

Golf, at its core, is social. It’s built around foursomes, conversations, inside jokes, and long walks. It makes sense that the brands resonating most right now feel social too. Human. Approachable.

The shoot itself was effortless. No egos. No rush. Just good product, good people, and the shared understanding that we’re all trying to make something cool. Those are the days you remember. Those are the days that remind you why you started.

We’ll share more from the shoot soon — but trust us when we say the real value was the time spent together. Brands are built on consistency, but they’re sustained by relationships.