How did Peter Millar come out of seemingly nowhere to beat Fairway & Greene at their own game?

It's been about 10yrs since practically every lower tier Titleist Staffer (plus B Haas & Stricker) were outfitted with Peter Millar threads. Prior to that, Scotty Cameron & Vokey sold their clothing line under F&G. Also prior to this F&G outfitted NBC and they were THE go-to for anyone looking to find an alternative for premium made for golf clothing to Polo Golf.

Yes a lot of players have since gained market share but I'd argue I've seen their (PM) brand in more U.S. Pro Shops than anyone else. Meanwhile F&G has all but taken a back seat.

Does anyone have any info, commentary, or thoughts on all of this?

PS - who's your favorite top shelf clothier and why?

Helps when you are owned by one of the richest men in golf

I didn't realize they owned G/FORE

They hired Todd Martin (formerly of F&G) as president of their golf division in 2010.

There you go, if you want to beat the competition hire their best people.

Everybody was saying, “what’s Gary Williams wearing?” LOL.

Is Peter Millar really that popular outside the States?

Personally I think Peter Millar took advantage of the new cutting edge dry fit technology as Fairway and Greene kept pushing out cotton polos. Then they nailed the high end department stores and golf stores.

Not at all. Moved to Australia 2yrs ago. Was surprised that they're unheard of considering all the international players they now sponsor.

I don’t know about “top tier” but buy Travis Matthew gear and be done.

Timeless quality out of most everything TM.

Or hit the course in some Volcom gear every so often just to keep some people on their toes - their shorts are legit and in the summer I can jump in the pool post round.

winning.

Oh and PM isn’t bad. I have a couple of their sport coats and they’re reasonably quality threads that hold up - no complaints about them.

Cool styles, great quality, luxury price point and well liked brand ambassadors. They are my favorite brand!

PM fits really nicely with traditional southern golf style. Whereas brands like Travis Mathew capture and appeal to the west coast style, IMO at least. I don’t know how popular PM is in other parts of the country but they certainly are down here. Before they really developed their golf line, PM was revered by all southerners who had an affinity for class and style that was a bit of a notch up from the Polo and Brooks Brothers that had dominated previously. So I think amongst the well to do who were already aware of PM, buying into their golf collection became a must.

Big fan of the PM polos, dry fit tech with great patterns, I can at least look decent after slicing a drive

IIRC they were the first clothing line that went with a really big, bold logo on their tour players. It was like when Taylormade painted the R11 white and it seemed like the whole field was playing Taylormade drivers. With the big crown logo, it seemed like the whole tour was wearing Peter Millar. They also managed the distribution channel well - you could buy online from pretty early on, and also buy from some big retailers (Nordstrom, etc.). Fairway and Green was pretty dedicated to the green grass channel, which made its stuff actually harder to buy.