The Scottish house introduced its golf range in 1967, quickly adopted by champions such as Tony Jacklin, Gary Player and Greg Norman, and was granted a Royal Warrant by The Duke of Edinburgh in 1975. Its 125-year archive includes designs by Christian Dior and Michael Kors. By 1970 it had become the largest golf-wear brand internationally.
From the 1960s the eagle jumper crossed into Mod subculture and British football-casual style. After a 2001 acquisition moved its head office to London, the 2003 'Vintage' collection — with a refreshed Golden Eagle logo — won over indie bands including the Arctic Monkeys. In 2023, ahead of its 150th anniversary, the brand opened a new centre in Selkirk, returning investment to the Scottish Borders.