#139 - Live Forever: Scott Riley
Live Forever Golf (LFG) is a golf lifestyle apparel brand founded in 2020 by four friends—Scott Toole, Matt Every, Scott Riley, and Lewis Price—in northeast Florida. The brand originated from a viral moment during the 2019 AT&T Byron Nelson Tournament when PGA Tour golfer Matt Every dramatically threw his wedge after a frustrating shot. This moment inspired the creation of LFG’s iconic logo, a silhouette of the club toss, symbolizing the raw emotions and passion inherent in golf.
The company was born during the COVID-19 pandemic when the founders used the global pause to channel their creative energy into building a disruptive brand. Their mission was to design apparel that resonates with golfers while challenging traditional norms of golf fashion. The name "Live Forever Golf" was inspired by Matt Every’s tattoo, which references the Oasis song "Live Forever," reflecting the brand’s ethos of passion and timelessness.
LFG embraces a relaxed, countercultural approach to golf apparel, offering stylish yet functional clothing for both on and off the course. Their product line includes hoodies, sun shirts, shorts, hats, and performance gear designed with comfort and versatility in mind.
Operating predominantly online, LFG has rapidly grown its customer base while maintaining authenticity and customer-centric values. With plans to expand into pro shops and PGA Tour events, Live Forever Golf continues to redefine modern golf fashion while staying true to its roots in camaraderie and creativity.