User-Centered Design of Contemporary Women's Golfwear: Integrating Hungarian Kalocsa Folk Art and Functional Needs

ABSTRACT

This study addresses the growing demand for functional, stylish women’s golf apparel among young female golfers in the United States. This market segment has expanded rapidly over the past decade. Women under 35 now represent 32% of golf apparel demand, spending an average of USD 425 annually and accounting for 62% of purchases (360 Research Reports, 2026; Industry Research, 2026). Despite this growth, many young women find existing options limited in style, comfort, and cultural representation (Nextgengolf, n.d.). Drawing on five years of caddie experience and ongoing engagement with the Pittsburgh Field Club, the research identifies real-world apparel challenges, including insufficient functionality, outdated patterns, and a lack of gender diversity in offerings.

The central aim of this study is to develop user-centered golf apparel for young women that integrates cultural heritage—specifically Hungarian Kalocsai embroidery—with modern design thinking principles. The research explores how traditional embroidery can be effectively incorporated into contemporary golfwear to meet practical and aesthetic needs, enhance wearer identity, and preserve Hungarian cultural motifs. Three major research questions guide the project: how to integrate Kalocsai embroidery and user-centered design, what innovative features address the current market gaps, and how cultural motifs contribute to both market appeal and heritage preservation. 

Methodologically, the research combines qualitative cultural analysis with a user-centered, iterative design process. Archival research, expert consultation, field visits (notably to the Cleveland Hungarian Museum), user surveys, and prototyping with advanced embroidery machines (such as the Bernina multi-needle) form the backbone of the approach. The design process follows the six phases from design thinking concept (Gibbons, 2016): empathizing with users, defining market challenges, ideating motif applications, prototyping technical solutions, testing for functionality, and refining designs through user feedback. Special attention is given to the symbolic meaning of each motif and color, linking red and pink roses to femininity and love, blue cornflowers to youth and hope, and natural greens and browns to agricultural heritage.

The outcome is three sets of women’s golf apparel that combine user-centered design with cultural heritage. Features include windproof, water-repellent vests inspired by a Hungarian bodice vest (Pruszlik), detachable aprons (Kotény) for versatile styling, and thoughtfully engineered pockets and compartments for golf essentials. The first set of the design was generated first for a prototype to gather user feedback through structured trials and interviews with golfers aged 18–35, and insights from these sessions informed iterative improvements. Each set was evaluated for mobility, wind responsiveness, comfort, and practicality on the course, resulting in garments that are both functional and culturally meaningful. This project demonstrates that traditional textile heritage can inspire innovative sportswear design, offering new possibilities for both the golf apparel market and cultural preservation—all within a user-centered, research-driven framework.

BACKGROUND

Women’s golf clothing aims to blend performance and fashion, yet many designs struggle to balance functionality, comfort, and style. Through my experience as a caddie and conversations with members at the Pittsburgh Field Club, common concerns emerged. Women golfers frequently mentioned ineffective pockets, limited sun protection, restricted color and style options, and an overall lack of comfort. A review of current retail markets shows that many designs prioritize trends over long-term functionality and practicality. 

Hungarian folk art, and Kalocsai embroidery in particular, serves as the project’s core inspiration (Poszáta Folklore & Crystal, n.d.). While Matyo embroidery has gained UNESCO recognition, Kalocsai embroidery remains less well known despite its vibrant floral motifs and deep ties to agricultural life and social identity (UNESCO, 2014). Traditionally passed from mother to daughter, Kalocsai embroidery is a symbol of community, belonging, and cultural continuity. The project aims to raise awareness and preserve the significance of this folk embroidery by incorporating these motifs into high-performance, fashionable golf attire.

Western Pennsylvania has a strong history of Hungarian communities, particularly in areas such as Homestead and near Pittsburgh. Because of this regional influence, this project focuses specifically on Hungarian embroidery traditions as a culturally relevant source of inspiration. By narrowing the scope to Hungarian garments within the Miami University Costume Collection, the design process remains grounded in local heritage while addressing contemporary performance needs. 

This project responds to these gaps by combining cultural research, functionality, and aesthetic development. The goal is to create women’s golf apparel that is both performance-driven and culturally informed. 

METHODOLOGY

This project begins with archival research within the Miami University Costume Collection, analyzing Hungarian embroidered garments for their silhouettes, textiles, construction methods, and decorative detailing. Although these garments were not created for athletic performance, they provide structural and aesthetic insight that can be reinterpreted for contemporary sport apparel. 

Cultural research focuses on Hungarian embroidery traditions, emphasizing stitch techniques, motifs, and symbolic meanings. This ensures that embroidery elements are incorporated into the design with respect and cultural understanding rather than used as purely decorative detail. 

Hungarian embroidery commonly features cross-stitch techniques on white or muslin backgrounds with red thread. Red often symbolizes youth and health, adding cultural meaning to the designs. These colors also connect to Miami University’s color palette. The Makerspace offers an embroidery machine that will allow cross-stitch techniques to be recreated and adapted for performance fabrics during construction. 

User-centered research includes conversations with women golfers regarding fit, mobility, layering needs for variable weather, and desired functional features. Additional market research evaluated current golfwear brands to identify design gaps and opportunities for innovation. 

Based on these findings, three original golfwear ensembles will be sketched and developed. Each design will incorporate performance fabrics, enhanced functionality, and heritage-inspired embroidery detailing. Feedback from women golfers will be collected before final construction to evaluate practicality, durability, and overall market potential. The garments will also be assessed for movement, wind responsiveness, and overall wearability on the course. 

The final designs combined traditional Kalocsa-inspired patterns with modern golfwear silhouettes. Visually, the integration of folk art elements created a unique and culturally rich aesthetic. The designs highlight how traditional motifs can be adapted into contemporary fashion while maintaining their original identity. The garments demonstrated improved functionality through flexible materials and thoughtful construction techniques that support the goal of aesthetic design, practical movement, and comfort needs of the golf players.

The initial golfwear designs are presented in Figure 1, featuring a long-sleeve polo, vest, shorts, and skirt. The design development process is further illustrated in Figure 2, which shows a digital embroidery pattern created in Adobe based on Hungarian Kalocsa floral motifs. These motifs were subsequently applied to the garments in Figure 1.

These designs represent the first iteration of the golfwear collection. Based on the evaluation of functionality, wearability, and user feedback, additional designs will be developed to further refine performance, aesthetics, and overall usability based on iterative testing and feedback.

SIGNIFICANCE OF THE STUDY

The Hungarian folk art costume collection from Miami University’s fashion program, known for its rich cultural connections and striking embroidery, sparked my imagination. Inspired by the deep-rooted Hungarian heritage in the Pittsburgh area, where my hometown is located, and my experience as a caddie at the Pittsburgh Field Club, I set out to merge functional design with heritage-inspired embroidery. This cultural research led to the creation of three user-centered golf apparel sets that blend personal experience, cultural folk art traditions, and the practical needs of today’s women golfers.

By incorporating Kalocsai embroidery, a significant form of Hungarian folk art, into this culture-based golf apparel design, the aim is to showcase the cheerful and lively symbolism of its vibrant floral motifs. This approach is grounded in research and contextual relevance, particularly through Pittsburgh’s historical Hungarian communities, ensuring that these design elements are interpreted thoughtfully rather than used superficially. With a focus on digital embroidery techniques, this project seeks to preserve the beauty of Kalocsai embroidery, honor the contributions of Hungarian immigrants to the American community, and maintain the cultural integrity of these motifs within a contemporary design context.

Additionally, this project highlights how culturally informed design can be applied in a responsible and user-centered way, bridging historical textile traditions with modern performance apparel. By prioritizing both functionality and cultural awareness, the work demonstrates how designers can create meaningful, place-based solutions that respect heritage while addressing current user needs. This approach encourages future designers to engage with cultural sources through research, context, and ethical consideration.

NACE CAREER READINESS COMPETENCIES

Career + Self-Development

• Applied my background in fashion design and strategic communication to develop a research-driven golfwear concept informed by cultural influences and market trends. 

Critical Thinking

• Combined cultural research, user needs, and garment functionality to guide design decisions and create performance-focused golfwear. 

Equity + Inclusion

• Incorporated Hungarian Kalocsa folk art with cultural awareness and respect, bringing diverse inspiration into my designs. 

Technology

• Used Adobe Illustrator and digital textile tools to create technical flats, embroidery placements, and clearly communicate my design concepts.

ACKNOWLEDGMENTS

I would like to thank my faculty mentor, Dr. Elaine Yuen, for her guidance, support, and insight throughout the development of this project. Her expertise, feedback, and mentorship were invaluable in shaping both the research and the design outcomes.