In golf, a “proper lie” refers to when the ball is sitting favorably on the ground—clean, playable, and ready for a confident shot. It’s the kind of position every golfer hopes for: fair conditions, clear focus, no excuses.

As a brand, Proper Lie™ plays off this meaning. It represents not just being in a good spot on the course, but being dialed in—sharp, composed, and ready to perform. It’s about carrying that mindset into your gear, your game, and your lifestyle.