You see the crown logo everywhere. From the local country club to the boardroom, that small, embroidered emblem has become a shorthand for "I’ve made it, but I’m still relaxed." But here is the thing: if you go looking for a guy named Peter Millar to shake his hand, you’re going to be looking for a long time.
Who is Peter Millar? He isn't the designer. He isn't the CEO. In fact, he never existed.
The brand that has essentially taken over the "approachable luxury" segment of menswear was actually founded by a guy named Chris Knott. Back in 2001, Knott was working as a clothing representative. He had a vision for a single, high-quality cashmere sweater, but he needed a name that sounded established, sophisticated, and perhaps a bit Scottish.
He found it in his mother’s closet. Or, more accurately, on a gift she gave him: a vintage lawn bowling ball from the early 20th century. Inscribed on that antique ball was the name "Peter Millar." Knott liked the way it rolled off the tongue. It felt like an "emblem of an era," as early company taglines put it—a name that suggested a worldly, honest, and unflappable gentleman.
The Garage Start-Up That Hits Different
It sounds like a cliché, but Peter Millar literally started in a garage in Raleigh, North Carolina. Knott wasn’t trying to build a global conglomerate at first; he just wanted to fix the things that annoyed him about men's clothing.
For instance, why do dress shirts come with those tiny, sharp pins that prick your fingers? Knott decided Peter Millar would use stainless steel clips instead. Why are boxer labels itchy? He sewed them on the outside of the leg. These are the kind of "guy-brained" details that built a cult following before the brand ever hit a major department store.
By 2005, the brand was pulling in around $10 million, which is respectable but tiny in the fashion world. That’s when things got serious. Scott Mahoney, a former executive at Polo Ralph Lauren, saw the potential and teamed up with the Sea Island Company to buy into the brand.
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Mahoney eventually took the reins as CEO, and the brand's trajectory shifted from "cool niche label" to "global powerhouse."
The Richemont Era: From North Carolina to Geneva
A lot of people are shocked to learn that this quintessential American brand is actually owned by the Swiss. In 2012, Peter Millar was acquired by Richemont.
If that name doesn't ring a bell, their other "maisons" will:
- Cartier (The legendary jeweler)
- Montblanc (The pen and leather masters)
- IWC Schaffhausen (High-end watchmakers)
- Van Cleef & Arpels
When a company that owns Cartier buys a golf shirt brand from Raleigh, you know something special is happening. Richemont saw that Peter Millar had cracked a difficult code: they figured out how to make technical "performance" gear that didn't look like you were wearing a plastic bag.
Why the "Perth" Pullover Is Basically a Uniform
If you walk into any high-end office on a Friday, you’re going to see at least three guys in a Perth Quarter-Zip. It’s basically the unofficial uniform of the modern professional.
Why? Because it’s the bridge between a sweaty gym hoodie and a stiff blazer.
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The brand’s "Crown Sport" line pioneered the use of performance fabrics—moisture-wicking, four-way stretch, UPF 50+ sun protection—in silhouettes that actually look tailored. They took the tech from the hiking world and applied it to the aesthetic of the Ivy League. Honestly, it changed the way men dress for work. You can play 18 holes in the morning and go straight to a dinner reservation without looking like a mess.
Breaking Down the Collections
It’s easy to get confused when you're looking at their tags because they have several distinct "labels" under the main umbrella.
- Crown: This is the classic stuff. Think cotton, silk, and cashmere. It’s for the guy who likes traditional fits and natural fibers.
- Crown Sport: This is the "active" side. Most of the golf polos and those famous quarter-zips live here. It’s almost entirely performance-based synthetic blends.
- Crown Crafted: This is their "tailored" or "boutique" line. The fits are slimmer, the fabrics are often sourced from high-end Italian mills, and the price point is a bit higher.
- G/FORE: While not technically a "line," Peter Millar acquired this Los Angeles-based brand in 2018. It’s the "edgy" cousin—neon colors, bold patterns, and disruptive golf shoes.
The Golf Connection (And Why It Matters)
You can't talk about who Peter Millar is without talking about the PGA Tour. They aren't just "inspired" by golf; they are the bedrock of the modern pro shop.
The brand sponsors a massive stable of pros, including Kevin Kisner, Cameron Young, and Si Woo Kim. But more importantly, they are the outfitters for the U.S. Ryder Cup and Presidents Cup teams. That kind of visibility is why every guy who picks up a club eventually ends up with a "PM" logo in his closet.
But here is a nuance many miss: the brand has stayed relevant by being "age-agnostic." A 22-year-old and his 65-year-old father can both walk into a Peter Millar boutique and find something they actually want to wear. That is a nearly impossible needle to thread in fashion, but by keeping the designs "classic with a twist," they’ve managed to pull it off.
What Most People Get Wrong
There is a common misconception that Peter Millar is just "overpriced golf gear."
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If you look at the construction, that's not quite fair. They use genuine mother-of-pearl buttons on their higher-end shirts. Their cashmere is sourced from the same Scottish and Italian regions that supply the world's most expensive heritage brands.
And then there's the durability. One of the reasons the brand has such high "repeat purchase" rates is that the performance fabrics don't pill or fade after three washes. You’re paying a premium, sure, but you’re getting a garment that actually lasts five years instead of five months.
Real Talk: Is It Worth It?
Look, $100+ for a polo shirt is a lot of money. You're paying for the R&D that goes into the fabric, the brand prestige, and the specific "North Carolina lifestyle" vibe.
If you're looking for the best entry point into the brand, don't start with the suits. Start with the Summer Comfort polos. They are the gold standard for hot-weather clothing. They don't wrinkle, they stay cool, and they have just enough structure in the collar so you don't look like a slob.
Actionable Steps for Your Wardrobe
If you're ready to dive in, here is how to do it without wasting money:
- Check the Fit: Peter Millar "Crown" fits are generous (read: big). If you’re used to modern slim fits, you almost certainly need to size down or look exclusively at the Crown Crafted line.
- Wait for the "Mainline" Sales: The brand rarely does deep discounts on their own site except for twice a year (usually January and July). That’s when you can snag those $175 pullovers for under $100.
- Look for the "Crown Shop": Many independent men's boutiques have "Crown Shops" inside them. These often carry exclusive colors or styles you won't find at the big department stores.
- Don't Sleep on the Shoes: Their collaboration with G/FORE and their own Hyperlight Glide sneakers are legitimately some of the most comfortable "hybrid" shoes on the market right now.
Peter Millar may not be a real person, but the philosophy Chris Knott baked into that first cashmere sweater—quality, attention to detail, and a bit of Southern charm—is very real. It’s why the brand survived the transition from a Raleigh garage to a Swiss luxury portfolio without losing its soul.
The next time you see that little crown on a sleeve, you’ll know it’s not named after a designer in a turtleneck. It’s named after a lawn bowling ball found in a closet in North Carolina. And honestly, that’s a much better story.
To get the most out of your Peter Millar pieces, always wash your performance fabrics in cold water and avoid the dryer when possible. Heat is the enemy of the spandex blends that give the clothing its stretch. Air-drying your Perth pullovers will keep them looking brand new for years.