Imitation the sincerest form of flattery? Some in creative fields shudder at the thought. Werner Bronkhorst isn’t one of those. His work ended up in the spotlight (at least in some chronically online sectors of the golf community) last May when a certain luxury fashion house released a set of wallets that bore a striking resemblance to his style. “Many artists would be bothered if they saw something that looked like their work,” the South African-born, Australian artist tells us. “But I couldn’t care less.”
It’s not surprising for anyone familiar with his way of working. The 24-year-old artist has amassed a huge following (approximately 1.4 million followers on Instagram) thanks in no small part to his viral process videos. His technique of using “bucket loads of paint that I push around on canvases” is compelling not only in the final product but in progress. Once those broad textural strokes are laid down, Bronkhorst adds tiny golfers (or other sportsmen and women) atop his chunky paint fairways.
That momentum has since caught the attention of Stephen and Erica Malbon of Malbon Golf. His first marquee collaboration with the brand represents a landmark step—arriving just ahead of the Ryder Cup with a launch party at Malbon’s SoHo store. The “GOLF IS ART” exhibition features three limited-edition prints available only in-store, alongside eight original works and a capsule of co-branded apparel.
On his first visit to New York City, we caught up with Werner Bronkhorst to talk about the collaboration, his approach to creativity and his perspective on golf as art.
First we just wanted to ask you about your process. How did you come to the process that you’re known for?
My paintings are quite unique in that I use bucket loads of paint that I push around on canvases. When that paint dries, it’s super chunky and textured. On top of that, I paint tiny miniature golfers, sailors, skiers, things like that.
They interact with the canvas in a way that looks like an abstract artwork but also very real. That process really came from painting since I was a kid, always trying new substances. At one stage I even made furniture, and with that knowledge of working with different materials, I just mixed it all into one.
Over the last year or two, you’ve gotten a lot of attention from people who are into golf and creativity through social media. Have you been surprised by how much people have embraced your work in that context?
I’ve painted so many different sports, but as soon as I started painting golf, people really responded. Golfers don’t often see golf-related artworks.
So when they see a tiny golfer swinging and feel like that could be them, it resonates. Since then, my audience—both in golf and beyond—has grown so much. I’m very grateful. I wanted to bring golf into the world of art, because golf is art. That’s also what this exhibition with Malbon is named.
Do you think that says something about golf compared to other sports like tennis or skiing?
I think sport as a whole doesn’t often feature in art. You usually see nudes, still lifes, landscapes. But sport is beautiful, there’s an art-esque vibe to it. You have to be dedicated, you have to do it in a blissful way. Golf especially feels like land art. You’ve got rolling hills, sand, greens, trees everywhere. It feels like you’re standing in an artwork, and that’s the kind of artwork I’m trying to create.
What about sport inspires you? How did you start to focus on it?
I’ve always loved sport, not only playing but also watching. I come from a family of athletes. My dad trained us to be runners; he even qualified for the Olympics. My mom loves sports too, so I grew up trying all kinds of sports. I loved what they did for your body, your mind and how you’re outside with your mates. That whole essence of sport is what I love.
And involving that with art feels the same. Art isn’t as physical, but people enjoy it, they’ll pay to see it. For me, sport and art carry the same essence.
How has social media factored into your growth as an artist?
It’s been huge. With social media you can share so much—personal and professional. I share my whole process, from blank canvas to finished painting.
No artist in history has been able to do that. In museums you only see the result, never the process. Showing that online has helped people understand not just what I’m creating, but why. They see I’m just a normal 24-year-old who loves painting, and they resonate with that. My audience has grown insanely over the past few years. I’m grateful, but I also just love the aspect of sharing.
“Sport is beautiful, there’s an art-esque vibe to it.”
Was there ever hesitation about showing your process?
There’s always the thought of, “Am I giving away too much?” But I’m not making tutorials. Like any good magician, there’s a balance of what you show and what you don’t. And I honestly don’t mind if people pick things up. Plenty of artists have tried my methods, but it’s never the same. I’m comfortable with that. Everyone’s learning, including me.
How did the collaboration with Malbon come about?
The collaboration with Malbon was kind of a thing in waiting. I’ve always loved what they’re creating—they’re pioneers in merging street fashion with the traditions of golf.
For me, I’m trying to merge the traditional art world with a younger energy. So it became this organic relationship: I followed them, loved their work; they saw mine. Inevitably, I started making golf-related artworks, and the worlds just collided. I’m so happy to be working with them and to be exhibiting at their SoHo store. Such an honor.
What are you showing there?
There are eight original artworks, from very big to very small. Three were created exclusively for this exhibition, and those will become limited-edition prints—18 of the largest one, 72 of the smaller ones. There’s also apparel made in collaboration with Malbon for this show.
And the timing worked out with Ryder Cup week. How did that come together?
That was perfect timing. Malbon specifically wanted to do this in light of the Ryder Cup happening this weekend. And since the exhibition is in New York and the Cup is on, it just made sense. It was planned that way, but it also just happened to line up perfectly. I had golf works ready, the Cup was happening, and it all clicked.
Have you seen your work influencing fashion or social media? Do you care if people borrow from your style?
Honestly, no. Many artists would be bothered if they saw something that looked like their work. But I couldn’t care less. The world is full of inspiration everywhere you look. If you can create something new and it sparks others to create, why not? I don’t get protective about it.
Lastly, what do you hope this leads to? Do you want to get more involved in golf and sports through collaborations like this?
For sure. I want to keep merging with sports brands, companies and events. I love sport, and I love art, and I love combining them. I’ve got friends who know nothing about art but love sports and now they’re suddenly interested in art because of these paintings. And artists who are suddenly interested in sport. That crossover excites me.
Mixing worlds, sharing ideas and creating something beautiful is what I want to keep doing.
The post Werner Bronkhorst Believes That Golf Is Art appeared first on Hypebeast.
