Watching all the Masters hauls was a bit depressing. I don’t mean to sound anything other than appreciative of folks willing to share their goods, but what I was seeing was really uninspired. I get that The Masters needs to cater to every man, and I fully admit that I can be snobby on the subject, but it was pretty blah.
As for golf merchandise, I have a pretty dialed-in approach that works for just about anywhere. When I go into a pro shop, I look for basic solid golf shirts (white, navy, pink, light blue, MAYBE red), solid quarter zips, white or navy golf hats, and white or navy tour visors. Peter Millar/JT Spencer belts. The key is a small, simple logo. They look good on any of the above apparel.
However, the apparel is easy. For me, I want something that isn’t necessarily for the course. A Tervis, a football, maybe a towel, kid stuff, a T-shirt (I’ve been getting T-shirts a lot lately). These get a lot of play here at the Fort.
The same should go for tournaments. I heard from quite a few folks that they couldn’t find a simple white or green polo with the Masters logo. Maybe they weren’t looking hard enough, but I believe those should be front and center. If you are going to the Masters or visiting a really nice course, I’d advise getting something traditional vs. a tech polo with printed palm trees. You’ll thank yourself on about the third wear.
In terms of course logos where I’m not a member – I generally avoid it. Especially local courses where I have friends that are members. I’ve played in some Member-Guests and have shirts from their course. I wear it often, but I’d rather represent one of my clubs locally. At the same time, I’m not going to rag on anyone wearing a club logo, but I will if they are wearing multiple. Avoid that.
Personally, I wish pro shops would carry more stuff that isn’t specifically golf related. I’d love to see duffle and tote bags, leather baseballs, footballs, Tilley hats, sun shirts/hoodies, Tervis and water bottles. Prints from Golf Ball Gallery or course maps. Stuff that’ll get used in everyday life. Logos make it more fun.
I reached out to a few of my buddies to get their take on the subject. Thanks to @acontinuouslean (@aclgolf), @putterho, @senator_bradley_evans, @amatthieson, and others (XX) that chose to remain anonymous.
What merch do you buy when you go into a pro shop?
MW: I target brands I really like – Smathers & Branson, Holderness & Bourne, Forewe, or Seamus. My typical purchase is a white hat, but I will always want to buy a good Merino or cashmere sweater, or a Holderness vest if possible. I also like to buy a glove with the logo and drinkware whenever good ones pop up.
JC: I’m a predictable guy when it comes to Pro Shop Merch and it always starts with the basics. White slouch front dad hat, a white Perth pullover, and a blade putter cover before I even walk in. My general rule of thumb is to spend as much as your greens fees when being hosted. There is a fine line when it comes to spending in the pro shop and I always talk to my host to make sure I stay in line. It’s all about protecting your host because sometimes a host will want you to spend as much as possible to help their club and other times hosts may get offended if you walk in with a Christmas list. It’s always good to take plenty of cash in case merch can only be applied to member accounts. You might think you know, but you really don’t know until you feel it out.
Senator: Assume it’s a really nice course. Quarter zip, hat, glasses, and an S&B belt because I collect them. I’m the least original guy when it comes to this. I like stuff that’ll regularly reminds me of the experience.
AM: I’m a tour visor guy so that’s usually the first thing I’m looking out for. I also like the rope hats from Imperial Headwear. For apparel, I feel like my closet can’t take many more golf shirts so I’m on the lookout for 1/4 zips more than shirts these days. For non-apparel, I’m trying to keep an eye out more often because there are usually some cool items in that dept, especially drinkware. A good friend (you) gave me a cocktail glass from a nice club in town and I feel like bourbon tastes even better from that glass so since then I try to keep my eyes peeled for that kind of stuff.
XX: Weird stuff. Books, head covers, footballs/baseballs, coasters, blankets. If its a real bucket list course like ANGC, LACC, NGLA, or Oakmont – then yeah I’m buying some hats shirts and pullovers, and maybe a belt.
What do you think about wearing logos from a course where you aren’t a member?
MW: To each their own, but I think like many people I want to avoid the confusion of people thinking I’m a member. The polo and a golf bag seem very much in the confusing zone. An accessory or travel item less so. Wearing multiple logos together from the same club you aren’t a member of is strictly prohibited in my opinion.
JC: First off I don’t care what anyone else does or wears. I just care about how things may appear based on how I present myself. Logos are meant to be worn regardless of membership or they wouldn’t exist. Ten years ago I wasn’t a member of a golf club and I enjoyed my logo bingo like the next guy, hat, polo, and belt but I have since toned it down. I’ve been fortunate enough to join a local, national, and international club that all have different types of pedigree.
- I choose not to wear logos of any club that I have not played. When I receive them as gifts they go into this chest in the closet and get pulled out when I am fortunate enough to play said course. * In the past I have worn an ANGC hat during Masters week.
- I choose not to wear a logo from a local private club around town but I would have no problem wearing it out of town.
- I choose not to wear a top 100 logo from a club that I didn’t belong to at a member guest if that hosting club was a top 100 club.
- I love wearing a top 100 logo to a bar or the airport because they can be great conversation starters.
- I choose not to double or triple logo if I am not a member of a club and really don’t like to triple logo ever unless you count a pullover on top of a polo.
- I love the safe approach when it comes to wearing a hat, polo, and belt with a local club, a top 100, and a boutique golf brand in any combination.
- I will judge you if you wear a logo hat, logo polo, logo shorts, logo belt, logo socks, logo club, and have a flower basket of a golf bag. Just don’t do that.
Again, let me restate the fact that I do not give a damn what you or anyone else wears, I just personally don’t want to deal with the awkward conversation of pretentious people that I come across from time to time. The stories I could talk about regarding this topic would need an article or podcast on its own.
Senator: I’m fine with it IF I played the course and it’s not in the city I live. 99% of merch is worn by non-members and I’ve found they’re great conversation starters. I had a random guy come up to me on a ferry boat in Seattle to talk golf when he saw my Seminole hat – that’s cool!
AM: I see both sides of the argument, but I really don’t have a problem with it. The club we belong to is okay, its nice and I’m proud to be a member there but isn’t stuffy and frankly, I’d be flattered if a guest played the course and enjoyed the experience enough to wear a shirt or hat, etc. with the club logo on it. I know some clubs have “member only” logos, maybe stay away from those if you know what they are but wear what you want to wear. That could be because it’s from a destination club like Kiawah or Sawgrass or even better if there is simply a good memory or story behind it. “Do you belong to XYZ Golf Club, I like your shirt.” “No, my best friend does, we just won our flight in his member guest and had an awesome time.”
XX: I think for young guys (under 30) this is fair game. But – once you hit a certain age though, the logos start to wear you more than you wear the logos, and it doesn’t really matter if you are a member there or not. The best logo is no logo.
What merch do you buy when you go to a golf tournament (Masters, PGA, John Deere)?
MW: The most basic logo hat. A Tervis tumbler or ceramic mug. Keep it simple.
JC: The Masters doesn’t count. My #1 rule to anyone attending the hallowed grounds is quite different than your opinion but it’s the way I feel. I tell everyone to buy what they want even if they aren’t sure. It’s the logo of all logos. I do my Christmas Shopping in Augusta because it gives people different feelings that can’t be explained. On the grounds, thrift stores, craigslist, facebook marketplace ….. deals are made during Masters week. I have given a multi-millionaire a $24 Masters high crown visor and he wore it until it fell apart. Masters gear hits harder than any other sporting event unless it’s a World Series Champions side logo New Era hat from the year your team I won I suppose.
This thread is making me realize that I’m a snob. If everyone can get it then I don’t want it. I’ll throw a twist on your question and add being a member of a club that hosts a PGA Tour event. I’m a charter member at TPC Sawgrass and I suppose I should support the club besides annual dues but I just don’t really like the network logo if I’m being honest. When it comes to The Players I only want the GOAT or the GOLD MAN logo with no words. I love the Gold Man logo very much because it’s simple. When I’m in the Players Fanatic Shop I really only shop for the wife and kids unless I have the chance to get some type of Limited Shoe or item. My kids love the special Vineyard Vines tournament-specific T-shirts even though I cringe at the $50 price tag and my wife likes the Lulu stuff with the golf man embroidered so it isn’t plain Jane. Why do I want to spend $85 on a polo when I’ve bought them for $4 at the Ponte Vedra Goodwill for the last 20 years? My vintage TPC Sawgrass lineup from thrift shopping would make Deane Beman proud.
I’m not a huge tournament souvenir guy. The Ryder Cup and Majors might be some exceptions but I still find myself only buying unique items like Polo Ralph Lauren Ryder Cup gear, maybe some bourbon glasses, pin flag or Level wear T-shirts these days. Pro-Tip: The last day of the Ryder Cup generally has 50-75% off socks, chairs, and larger items with free shipping if you have a Chase Saphire Reserve card.
Senator: I get a pin flag for my collection and that’s it.
AM: We were fortunate enough to get 2 badges for Saturday at The Masters from a great friend & colleague. It was my wife’s first time at ANGC and I think she “gets it” now. We had this same conversation on the drive to Augusta, trying to map out what we’d be looking for in the hectic, yet super-efficient pro shop. For me, its the basics: Tour visor, hat, polo, 1/4 zip and maybe one more thing that is unique that I don’t have. This year, most of the headwear I had seen that I liked was gone by Saturday but we still came out with more than we intended.
XX: I get to go to 2-3 events per year on average. I am a member at a club that hosts a PGA Tour event and I’ll get a pullover and kids stuff at that one. At the Masters, kids stuff and Lee Wybranski poster, whatever cool retro hat they have, boxers, and more weird stuff.
What golf merch do you think is ‘missing’ from pro shops that you’d like to see?
MW: Good pants mostly or non-golf shoes that don’t hurt my soul.
JC: I don’t know the inner workings of a club or running a pro shop. What I can tell you is that either 90% of pro shops miss the mark or I’m just in the 10% that care. I think too often merchandisers stick with the old way of forecasting for the next season because that is what they have always done. I don’t know how many of them are passionate about what they do. When I walk into a top pro shop, it isn’t because they have a great logo or a lot of merchandise but because they thought deeper into what they are selling. Some pro shops are restricted because of their square footage, minimal outside play, or seasonal clubs but that doesn’t mean that what they sell has to suffer. I always look at colorways and think that items shouldn’t just have the logo embroidered on if the look doesn’t align. Piping, stitching, and zipper colors all should align with the logo. I know that not every club can have a great merchandiser or buyer and that not all of them are golf nuts outside of work but if a club has a great one then they do what it takes to keep them. I’m pretty high on EP and August headcovers right now because they are truly customizing headcovers for clubs and not just slapping logos on blank headcovers. Ponte Vedra Inn & Club’s Grace Hurley, Pinehurst, Bandon Dunes, and Sea Island are probably of the best in the country. They follow golf trends and only stock items that fall into their specific idea of lifestyle. Am I a huge GFore hat guy? No, but I do respect that it fits their fun beach or small-town vibe. Are hoodies, Jones Backpacks, and Levelwear t-shirts the typical Pro Shop purchase? No, but they have a place and sell.
Senator: I’d like to see patches sold, something I could have sewn on my bag, like stickers on old steamer trunks.
AM: I think clubs are doing a good job of continuing to expand on the variety of items in their shops. Some of the cool items I’ve seen recently and want to look out for are classic drinkware sets, nice wine glasses, coasters (I really like the coasters from Smathers and Branson) towels, head covers, etc. One item that I think classes up a pro shop and is hard to find is a shoe horn, not that I would use it much but think it’d be a nice, unique item to have in your closet. Another item that I think is really cool but you don’t see in shops often are framed prints of the course. My wife surprised me with a framed print of our course she got online for our anniversary and I thought it was a cool and thoughtful surprise.
XX: More weird stuff! I really like the Links and Kings Baseballs. It would be cool to be able to buy a wicker basket from Merion or a house labeled bottle of wine from some cool place. That kind of stuff.
Bonus question you didn’t ask: Best Pro Shop
MW: There are a lot of good resort shops like Sea Island, Bandon, Pinehurst, but my favorite pro shop at a private club is Essex County Club in Manchester by the Sea, Mass. Jack and Amanda Davis do such an amazing job. I want to buy everything from that place.
What do you think? How do you handle pro shops, gear, logos? What’s missing?
First off, one of your better posts and I love the diverse opinions.
“…the logos start to wear you more than you wear the logos” I felt that. Where I live, golf shirts from Kiawah, Harbour Town, and The Wells Fargo Championship are de rigeur for casual wear and in my opinion, and are worn ad nauseum. My general rule of thumb is to wear logos from clubs or tournaments outside of my geographical region- they’re rare and are more likely to start a conversation. But I also reverse that; if I’m traveling to Boston or Chicago, I’ll pack a golf shirt from my club or from one of the aforementioned tournaments/clubs.
I didn’t find the posts or opinions snobby at all. Pro shop offerings are a direct reflection (or should be) of the culture of the club. It really sucks playing at a club or nice muni and finding a pro shop filled with poorly designed logos and uninspiring apparel. Have you ever been a guest at a club and walked into the pro shop ready to spend only to awkwardly walk out without buying anything? I have, and it’s embarrassing for all parties involved.
At my club, our pro shop is beginning to hits its stride with merchandising. While we still get the stray blousy private label shirts with “fun” prints, we are transitioning nicely to more refined brands that reflect our club culture (I hope, anyway). We’ve also made our club history hard cover coffee table book (75 pages of great pictures, architectural drawings and insider knowledge) available at the pro shop.
I Am currently on a golf trip overseas and have noticed a complete difference between the American golfer wearing logo mosaics versus UK/ European folks who are much mire circumspect. Most every US golfer wants to come up and play the d*** measuring game of home club. I don’t care about your club. I care if you are a mensch or an a-hole. Invariably, these folks are NOT members of NGLA, Cypress, etc. but instead Tier 3 and are totally pretentious. Sorry to say, as an Atlanta resident, some of the most obnoxious folks have been from ATL. One OTP club in particular (not yours, Jay) has sent an army of folks behaving in a low-class manner and have been deeply offensive to caddies, employees, etc. deliver us from this plague!
Good post.
I tend to wear blank golf shirts (HB and PM) when I actually play golf; as opposed to logoed merch. I don’t own or wear any items from my friends’ clubs; wearing that stuff seems awkward. My main exception for wearing logoed items when I play golf is logoed items from bigtime places. I’ve recently played Streamsong, Harbour Towne, and Pinehurst, and did pick up some shirts and hats that are in the rotation.. My rule is only wear it if you have played it (aside from Masters’ logoed merchandise, which is really in its own class), and never double up on logos.
When we go on trips to bigtime places, I tend to buy a hat and shirt and then something more unique. My preference is a good belt (SB or JT Spencer (now owned by Imperial), a unique headcover, valuables pouch, etc – things that don’t wear out like shirts and hats – that you can use for a long time and that remind you of a fun trip. The bigtime destinations are, generally, really good at merchandising – Pinehurst has been the best in my experience; Streamsong was underwhelming the last time I was there. We have a Wisconsin trip planned for next summer to do Sand Valley, Mammoth Dunes, Lido, and Whistling; hoping that the merch is strong.
I know it can be their policy, and I get it, but when a pro shop limits purchases to a member account only when there is a perfectly good credit card machine sitting right there, I kind of get the impression that my money is no good there. Especially if it’s in an outing setting where the member who hosts isn’t a close friend.
I’m not a golf guy, so maybe I’m missing the boat, but “golf people” sure love to wear golf stuff ALL THE TIME. I don’t understand the need to look like you just stepped off the course when you’re in an office 9 hours a day M-F. It’s like golf gear become their entire style and personality. I’m not impressed.
Trip, you’re not wrong.
I think also the lines between golf attire/ business casual/ athleisure have been blurred. Five years ago you could MAYBE get away with wearing five-pockets pants to work on a casual Friday, but now I see them all over the office AND on the golf course.
In most sizable Southern towns the uniform of the day is: golf polo, printed ribbon belt, five pocket pants, bit loafers, and they’ve just parked their Chevy Tahoe. I’m guilty of one or two of these.
I don’t understand the 5 Pocket Pant craze. All poly seemingly now
What’s wrong with normal plain front Khakis??
Oh, I guess you can’t wear them with On Clouds
I’m a fan of just regular khakis too but wouldn’t mind 5-pockets sometimes. I just can never seem to find ANY that actually fit the way i’d like. Low rise, tech fabric, too slim, there’s always something wrong with them. Yet, I can find jeans that fit correctly.
34 Heritage brand is my go-to. Lots of cotton, longer rise, doesn’t look or feel “techy”. Check them out.
Onward Reserve used to have great 5P but they came out with a “new” version and it’s really marketed for those under 25.
I still wear Jack Donnelly M3 chinos or old Polo chinos 80% of the time.
I’ve always worn 5P as a jeans alternative, NOT an alternative to chinos. IMO no denim rules = no 5P, but that’s just me.
I agree about all of the 5-pocket choices out there now. I’ve just resigned myself to buying 100% cotton Levi’s 501s in different colors and having them hemmed/tapered the way that I like. Much cheaper than $125 3% elastane 5-pockets anyways.
Yeah the poly phase will hopefully end soon. I have to admit, I do like a poly polo on the course.
Unbelievable that major brands are hawking poly shirts for $125. Wearing a poly tech polo with poly pants reminds me of the “no iron” cotton craze (creased shirts with permanent crease pants) of early 2000s- you look like a goob.
I’m glad that you’re more optimistic about the end of the poly phase than I am. I think people are so used to their clothes being “comfortable” (a comfort seemingly only afforded by having stretch in their clothes), that I can’t see them going back. And my suspicion is that incorporating different poly materials is cheaper than 100% cotton, and clothing companies can charge just as much, if not more, for stretch, so it’s a double-win for them. I hope I’m wrong.
Such a great post for many reasons. The airport comment was spot-on – can lead to some great conversations and potential connections.
One thing I didn’t see mentioned, so I thought I’d throw it out there…is a logo on the left sleeve rather than on the chest. I’ve noticed it more in the last few years (and started looking for or custom-ordering myself in some cases). Works really great, especially in a business setting or around town when you’d prefer something a bit more discreet.
Terrific post JRS, and thanks to everyone for their thoughts. As someone who really needs to kick the pro shop purchasing addiction, I feel like I should read this before every round. Admittedly, I have too many logo’d items in my wardrobe and need to get that under control. I’ve been trying to be better and have resisted the urge to purchase as much as I have previously.
With that said, my pro shop weakness is a pocket polo with the club’s logo on the sleeve, bonus points for a tonal, subtle logo. I wish more clubs would embroider the logo on the sleeves of their polos and ¼ zips. Since many don’t have this specific item, I tend to look for PM belts and a tour visor. If I am at a bucket list course, the club’s book is my all-time favorite buy. If I’m lucky enough to attend a major, Lee Wybranski’s artwork is always on the list as well as a tervis tumbler. Lee’s artwork is always a great reminder of the day and the company I shared it with.
I’m still holding out hope to finally get the email everyone dreams of – selected for the Masters ticket lottery. My dream scenario is to attend a Monday practice round and walk the course backwards from the 18th green. When I do get the chance to enter the Masters tournament golf shop – a polo, ¼ zip, visor and t shirt will all be on the list.
Thanks again Jay.
Nice post. I’m kinda with you on trying to avoid some of the typical purchases like a polo. Not because I wouldn’t want to rock the polo, but more because it’s probably not going to last like other things. Hat, tervis, coaster, coffee mug, are things I will use for years. A polo (since all I ever see are tech polos), are probably going to be something that eventually gets worn out.
I mentioned this on an A Continuous Lean post not too long ago (Awesome to have Michael on this post) but I live very close to Merion and have been there plenty of times. I’m not a member. I bought a logo hat one time and I can’t bring myself to ever wear it locally. I do like the suggestion of wearing it to the airport though.
Great post, love the debate. Absolutely no shirts from local clubs except the one I belong to. Based on the number of golf shirts I have about the only new one I can get in the door is a new Masters one.
For a local club, logo ball only. National/International I will get a flag for my basement, then depending on the logo and frequency of my visits, a S&B belt, beer coosie or head cover.
I am a tour visor guy preferably Imperial so if I find a good one it’s in the bag.
Just my rule but for the most part I only wear merch from clubs I have visited at my club.
I also have gotten into tee shirts.
Last word on the subject, go to the Masters merch tent before drinking… I have ended up with a few odd items for breaking this rule…
Great thoughts and article! I never double up on logos (unless it’s a 1/4 zip over a polo). I try not to wear other local club items in town but will wear them on travel. I love the idea of grabbing a tumbler, valuables pouch, or pin flag as a way to remember a fun trip as they last longer than a hat or shirt. The Masters is the only exception- I went crazy. Worth it.
I think some of the new larger caddie/tour towels are a great way to remember a round at an intown club. Good piece of merch, usable on the course, and at the same time your not going to get asked who your member/member partner is in the Publix check out line.