Follow the live coverage of the final round of 2025 Masters
Augusta, GA – Masters will never be a tuji.
Clothes at Millennial Core for 51 weeks a year, could be an overdone, outdated or breathtaking crime. But this week at Augusta National Golf Club during the Masters, the patrons are dressed for scenes they found when they stepped into their fortune, and there's something about where everything works.
The open space between the clubhouse, first tee and Augusta National practice green is like a Shibuya crossing for golf. The audience shuffles in all directions, creating dizziness in rye greens, seersucker and straw hats. Green jackets gather under the legendary oak tree canopy and smooth them with VIP guests. Meanwhile, a group of completed women meanders, greet each other and praises the flower dresses from their latest spring collection. Meanwhile, the Golf Brothers walk with the aim of finding the next perspective, as they do what they do exactly what they should do.
From the elderly to the young, from PGA Tour super fans and ignorant important other important others, Augusta National's patrons all have one thing in common when it comes to different fashion choices. They're trying to say something.
Masters audiences make the most of their extra opportunities.
For men, this effort manifests itself in competitions as old as it was in the ages. The Country Club Logo Olympics begin on Monday at 7am, with the Patron's gates open at the first practice round of the week. At Masters, the idea of ​​”quiet luxury” is not only the Hermes bags and Chanel Ballet flats, but also needle point whales and acorns sewn onto canvas golf hats.
Some are not possible do not have To catch your eye: Navy Polo Pine Valley, Cashmere Pullover Seminole Golf Club. Find Ultra Private O'Harpy Match Club Onion? Or a lesser known but powerful coat of arms for one of Scotland's best North Berwick golf clubs? It may cause a conversation. That's exactly what they want.
“You look at these logos and you're like he definitely knows the members. But you don't know if he's a member or not. But he does have to be teeth Member, I need him to be my friend,” says Stephen Malbon, founder of Malbon Golf, a lifestyle brand that has partnered with Pro Jason Day on the PGA Tour and has grown player fashion past Slim Fit golf pants and Shade of Blue.
That's the least. Turn left or right anywhere on the property and it doesn't take long to find the goat: Augusta National Golf Club logo. Don't confuse it with the Masters logo. These are very different things.
As it is only sold on-site, the idea of ​​purchasing Masters products is already exclusive. Once there, it's around 19 elevations, selling everything from $400 cashmere hoodies to scented candles and gnomes, beyond what you can take home from a large merchandise building that includes 64 checkout registers and 385 mannequins. Currently, Augusta National has Berkmans Place and Map & Flag, a two brand new Hot Ticket hospitality venue selling its own apparel. The Holy Grail is, of course, an intimate professional shop for the club. It is the only place where you can buy simply decorated items with the coveted “Angc.” Yes, these four letters make a difference.
“There are people who bend the Berkmans products. That's not the main product. Pro-shop products are different from those products,” says Malbon. “There's a level to it. People show their social or economic status by wearing something like this.”
For the Masters Polos and Kakis men, the Deliguru is the Deliguru. (Kyle Terada/USA Today Sports)
For women at Augusta National, there is an understanding that you dress for the female gaze. Whether you're acknowledging it or not, you're scrolling through Pinterest and Tiktok in the months leading up to the tournament to find inspiration for your master's degree costume. If you're attending Thursday to Sunday, and you won't see it on your Instagram feed (unless you film a “clothes check” in the parking lot), but even if the internet may not see it, you're dressed to be impressed.
“The key to fashion at Masters is not necessarily the clothes you wear to play golf. Those outfits are perfect for other golf tournaments. For me, Masters definitely exclude the heels, like the Kentucky Derby in golf,” says Kira K. Dixon of Golf Channel. “If you wear a hat, it should make for a very good Brim hat, as sunscreen is important.”
“Wear something really cute that you don't normally wear and blow it out of the water. Wear wide-legged pants, wear fun blazers, wear fun prints. This is Augusta National.
Green pop is the first aesthetic need for a master woman, but there is always a way to go beyond that.
Annie's shoulder and Kylie Shemansi stood on the ropeline of Augusta National's fifth fairway, waiting for the Jordans Piece Thursday pairing to find the short grass. Shemansky's name was sewn onto the back of her white sweater in green letters in the style of a traditional Masters Caddy Bibs – a creative touch. But then my shoulder turned.
She drew a square crossbody wallet with her hands, making it look like a pimento cheese sandwich.
“I knew I was going to do this for about a month,” said Ark's Little Rock engineer, Shoulder, attending the second master. “I made a sweater for (Shemansky's) daughter.”
(Michael Madrid/USA Today Sports)
There is decadence in women at Augusta National. Round flat brim straw hats and monochrome matching sets were two common trends in 2025. Masters Green (also known as Pantone 342) and Butter Yellow, the hottest spring hues of the season, were abundant. Adidas Sambas is the most popular shoe in the tournament, with New Balance 327 coming up nearby. Having received hundreds of direct messages from Masters ticket holders, Dixon sought costume advice and coined the term “Augustacore.”
Local boutiques in Augusta are on their mission to take advantage of Masters Week. Swank Company prepares stock with the right color schemes and accessories for patrons who need last-minute shopping trips. Peppy Poppy says the Masters season is the second most profitable time of the year behind Christmas.
“The Masters style is always the same. It's comfortable to walk around greenery and stylish and comfortable,” says Dawne Byrd, owner of The Peppy Poppy.
The Masters fashion circus feels like it can age really quickly, but somehow it never does. If you're at Augusta National, why don't you all go out?
“When I told my sister that we were going to master, her first question was, 'What are we trying to wear?” says Chiara Doudell, who wore a cardigan that matches her younger sister, Alexis Vega.
(Peter Casey / USA TODAY)
Players and their sponsors plan ahead to choose weekly scripts and outfits that they don't go to in other golf tournaments. For example, Cam Smith wore a four-way stretch blazer during Wednesday's practice round. It was the result of a drunken conversation with the man who makes the blazer.
Tournament participants focus on the task at hand, but they know what's going on around them.
“It looks like everyone is having a good time when walking on the golf course. Everyone is wearing really nice clothes,” Day is known for pushing boundaries with her on-course outfits. “It's like a horse racing event when everyone comes out and they're wearing really nice clothes. They're doing it here in Augusta.”
The Masters is more than just a golf tournament. That's not true. Naturally, patrons will treat it like a unique opportunity in all sorts of ridiculous ways. And its charm never leaves the style.
(Illustrated by Demetrius Robinson / The Athletic; Photos by Andrew Redington, Richard Heathcote / Getty Images; Rob Schumacher, Kyle Terada / USA Today Sports)
