« Peter Millar Gets Fit For Golf »

Changes are on the way for Peter Millar PGA Tour players, who are about to get 'fit' just in time for the Masters.

Millie Graham, Director of Marketing for Peter Millar — a self-confessed fan of CNG — was kind enough to give Chapeau Noir the inside story on the changes that are on the way for the likes of Bill Haas, Steve Stricker, and the rest of the Peter Millar tour staff.

As recently noted here on CNG, fit is a vital element in both personal and brand presentation.

While making note that the fit of all shirts will not be changed, but rather will evolve over time, Graham and the team at Peter Millar is keenly aware that some players need to be sized down and trimmed up in areas such as sleeve circumference.

"The tour fitting program is for guys that work out and are incredibly athletic and can wear clothes closer to the body," said Graham. "At the end of the day the last thing you want your players to worry about is their clothing, which is what our tour fitting program is all about."

"Our guys want the more sophisticated look of cotton and wool gabs, and the fit change is part of the trimming evolution," said Graham.

Watch for the results of the tour fit program to be in place in time for the Masters. CNG will be keeping a close eye on Stricker, Haas, Ben Curtis, and Jason Dufner, all Peter Millar men who have secured their invitations.

Founded in 2001, Peter Millar has already carved out a strong position as a leading luxury lifestyle brand that brings more to the table than just golf shirts. Known for tailored clothing and old world craftsmanship, getting the fit right has always been part of what they do.

Peter Millar founder Chris Knott chose the name Peter Millar from an antique lawnball given to him by his mother.Getting a superstitious tour staffer to make fit adjustments to their on course wardrobe can be a daunting challenge, as some are convinced that a direct correlation exists between the roominess of a shirt and their ability to take it low on Sunday. Haas was no exception, but became more open to change when he saw pictures of himself in the winner's circle at the 2010 Bob Hope Classic.

Peter Millar's exposure to golf audiences is recent, thanks to a deal entered into in 2009 to outfit Titleist tour staffers. The deal heightened brand awareness in the golf segment considerably, so much so that Peter Millar has been selected to clothe the 2010 United States Ryder Cup Team as they defend their title at Celtic Manor in Wales this fall.

Heady days, but by all accounts the staff at Peter Millar are more than up to the task.