Saturday, September 12, 2009

A Lifetime of Style

I was able to spend some time recently with the principals at Peter Millar in their showroom in Cary, NC and listen to them discuss the spring 2010 line and the inspiration for some of the changes and additions. Chris Knott (founder and overseer designer) and Scott Mahoney (President) have become good friends of mine because of their passion for style and their commitment to some of our mutual customers. They both shared their ideas for the coming season and how they see them being used in golf shops. The ideas were as new and fresh as any I’ve heard for 2010 and the product, as always, was special.

Rather than producing our interview (which I will do at some point in the future). I thought for this entry I would post the notes and video supplied to me by Millie Graham (Director of Marketing: who actually runs the company while Chris and Scott aren’t looking) as a preview for everyone of what’s to come.

Here are a few of her highlights:

Summer Comfort Collection

We have tripled our assortment of Summer Comfort product and the response has been unbelievable. We think you will like the new styles and colors offered for Spring 2010.

Knits - Our mercerized knit collection is complete and well thought out with 4 color stories. The colors are wearable and have cool trims and details that set us apart from the market. Each of the color collections are strong and will give your shop a boost of color throughout the spring & summer season.

Throwback Double Pique shirts – A classic cut pique with banded sleeves. Double pique is considered better than single pique because of its construction. This gives stability to the fabric resulting in a great hand and no pilling. The shirts are pigment dyed and then finished with an enzyme wash making them a great washed down color that is very soft. We showed this shirt to some of the younger Tour guys (Webb Simpson and Bill Haas) and they flipped over these knits.

Sun-washed Collection

We love this assortment of washed down with a broken–in feel knits, tees, sweaters, wovens and shorts. This is what guys are wearing “off” the golf course, on the weekends and on vacation. We have improved the offering in this collection with unique items such as:

Sun-washed wovens - New garment dyed silk/cotton shirts are the perfect light weight and just the right “washed down” color. We suggest when selling these to your members – have them hanging with the sleeves rolled up for a more casual look. As always, we have added unique details like inner contrast tipping on the necks and cuffs.

Broken in twill shorts - This short has a special pigment dye and wash that gives it a vintage feel.

Polos - Great colors, casual fit complete with the Sean collar.

Satin Washed polos & tees– Jersey knit that is garment dyed and then put through the same wash as our ¼ zip Interlock – this gives it a soft hand and silky finish. The collar on the knit has a poplin woven trim in the neck and placket. This gives the collar a crisp stand – we even added a left chest pocket.

Footwear Collection

With the success of our Driver Moccasins, we felt that it was time to debut a deeper collection of shoes that guys really want. The quality and craftsmanship of these shoes are incredible and we think that our customer will appreciate the new designs. Hand-made and fully lined. New styles to look for: Signature Boat Shoe, Pebble grain driver moccasin, Pebble grain Loafer, Suede Bit driver loafer (in 6 colors) which is also available in ladies.


New styles that merchandise great with all of the color collections. A fresh alternative to the canvas stretch twill belt is the Italian cotton braided sport belt available in 8 colors. Also new is the Suede belt with contrast stitching dyed to match the shoes exactly. Genuine Crocodile belts are a new item and are sure to be a favorite of many, especially among the Tour Players. In addition to the timeless colors of brown and black, we have added some pop colors that will merchandise beautifully with the knits and bottoms.


Added new models and made each one unique with details and trimmings. In addition to the timeless designs of Tattersall’s, checks and stripes – we added some fresh looks for spring including great linens with contrast trims and cuffs.

I have been tabling Peter Millar in the high-end shops for about five years. It has consistently outperformed everything else in these shops as far as sell-through is concerned. Their Summer Comfort has become a favorite with the pros I work with and they are incredible partners for tournaments needs with some unique product and ideas. The Peter Millar site is linked to the right under ‘Sites to Visit’ and is as well done as their catalog. The 2010 preview video is below.