In early 2025, Jeff launched what he initially intended to be a small “side hustle” while working a full-time job. As the one-year anniversary of his mother Donna’s passing from early-onset Alzheimer’s approached, he reflected on a promise he had made to her while sitting by her grave one morning: to work toward making a tangible impact on the disease and those like it. Since her passing, Jeff’s father had become a passionate advocate and leader in the fight against Alzheimer’s, while Jeff sought a way to channel his own creativity and eye for design into something meaningful. Out of this intersection, Fringe Golf was born—with the immediate goal of donating a portion of proceeds to Alzheimer’s awareness and research.

Yet, as the brand launched, Jeff quickly realized how challenging it was to navigate the world of brand development on his own. What happened next, however, was nothing short of serendipity.

Golf had always been central to Wes Bevins’ life. He learned the game from his father, Scott, who not only shared his love for golf but also caddied for Wes in nearly every tournament he played, driving him to courses all over to chase the game they both cherished. One of the last things the two did together—before Scott’s health declined to the point where the only place Wes could see him was in a care facility—was play a round at the St. Lawrence University course when Wes was dropped off for his freshman year. Even as Alzheimer’s stole Scott’s voice, his joy never faded when Wes shared stories of his golf rounds or showed him videos of his swing. Those moments inspired Wes to begin creating golf content in the first place, keeping alive the bond he and his father shared through the game.

When Wes stumbled across Fringe Golf in its earliest days, he noticed the brand’s commitment to Alzheimer’s awareness and research and reached out. In his first conversation with Jeff, the two discovered a deeply personal connection—a shared mission fueled by personal loss and a love for golf.

Together, Jeff and Wes built Fringe Golf on a foundation of shared purpose: honoring loved ones lost too soon, carrying forward their passion for golf, and transforming personal grief into collective impact. What began as two individual stories has become a brand dedicated to more than just apparel—it’s about respecting the tradition of the game, redefining its style for a new generation, and fueling the fight against Alzheimer’s with every swing. At Fringe, every purchase tells that story: of family, of resilience, and of the belief that the game we love can help drive meaningful change far beyond the course.