Follow the live coverage of the last round of the Masters 2025
Augusta, go. – The masters will never be Chey.
It can be a fashion crime to be exaggerated, outdated or, as breath, dressed in millenial-core for 51 weeks a year. But for this week, at Augusta National Golf Club during the Masters, the customers are dressed for the scene they find when they step on real estate, and there is something about the place where it all works.
The open space between the clubhouse, the first tee and the Green practice at Augusta National is like the Shibuya Crossing of Golf. Spectators shuffle in all directions and create a dizzying blurring of Rye Green, Seersucker and Straw’s hats. The green jackets gather under the canopy of the legendary oak, cherry with VIP guests, while groups of getting bounded women, greeting each other and producing compliments on flower dresses from the newest spring collections: “Oh I think that’s great! What is it?” In the meantime, the Golf Bros are walking with a goal to find their next vantage point, because space-fit polos with a large box brand do exactly what they have to do: perform.
From the old to the youngsters to the PGA Tour Superfan and the no idea of no idea, the customers at Augusta National all have one thing in common when it comes to their different fashion choices: they try to say something.
The spectators of the Masters fully benefit from the possibility of being extra.
For men, this effort manifests itself in a competition that is as old as time. The Olympic Games of the Country Club Logo start at 7:00 am on Monday, when the patron gates open for the first training round of the week. For the masters, the idea of ”silent luxury” is not only a Hermés bag or a pair of Chanel ballet apartments, but also pinewal fish and acorns that are stitched on canvas golf hats.
It is impossible for a few not To attract your attention: Pine Valley on a Navy Polo, Seminole Golf Club on a Kashmier Pullover. Follow the Ultra-Private Ohoopee Match Club UI? Or the less well -known but powerful top for one of the best, North Berwick Golf Club in Scotland? It can cause a conversation. That is exactly what they want.
“You see these logos and you are so of it, he certainly knows a member. But you are not sure if he is a member. But if he is A member, I need him to be my friend, “says Stephen Malbon, founder of Malbon Golf, a lifestyle brand that works together with PGA Tour Pro Jason Day to stretch the player past slender golf pants and shades of blue.
That is the least of it. Turn left or right everywhere on real estate. It is not long to find the goat: the Augusta National Golf Club logo. It should not be confused with the Masters logo. These are very different things.
There is already an exclusivity for the idea of buying Masters -Merchandise because it is only sold on site. When you arrive there, there are about 19 other heights that go beyond what you can take home from the huge merchandise building, which contains 64 Check -check registers and 385 mannequins and sells everything from $ 400 cashmere hoodies to scented candles and gnomes. Now Augusta National Berckmans Place and Map & Flag, two brand new and hot-ticket-gasting freedom locations that also sell their own clothing. The Holy Grail is of course the intimate pro -shop of the club. That is the only place that one can buy an item that is easily decorated with the coveted ‘Angc’. Yes, those four letters make the difference.
“There are people who bow their Berckmans -Merch. And that is different from the most important merch. And the Pro Shop -Merch is different from that merch,” says Malbon. “There are levels. People show their social or economic status by bearing this stuff.”
For men at the Masters Polos and Khakis are the riguur. (Kyle Terada / USA Today Sports)
For the women of Augusta National there is a concept that you dress for the female look. Admit it or not, you scrolled Pinterest and Tiktok in the months prior to the tournament to find outfit inspiration for your Masters-Outfit, which, if you attend Thursday Sunday, cannot be seen on an Instagram-Feed (unless you look a “Outfit check” on the parking lot.
“The key to fashion in the masters is not necessarily clothing that you would wear to play golf. Those outfits are great for other golf tournaments. For me the Masters looks more like the Kentucky Derby of Golf, minus the hat and certainly minus the heels,” says Kira K. Dixon of Golf Channel. “If you wear a hat, it should just be a really good hat with a wide edge, because the protection of the sun is the key.”
“Wear something very cute that you would not normally wear, blow it out of the water. Wear the wide pants, wear the nice blazer, wear the nice print. This is Augusta National. Do it.”
A touch of green is the first aesthetic necessity for women in the masters, but there are always ways to go outside and out.
Annie -shoulders and Kylie Shemanksi stood on the Ropeline of the fifth Fairway at Augusta National, waiting for the Thursday combination of Jordan Spieth to find the short grass. The name of Shemanski was sewn on the back of her white sweater in green letters in the style of traditional Masters Caddy Bibs – a creative touch. But then the shoulders turned around for the big unveiling.
She had painted her square Crossbody wallet by hand to look like a sandwich with alligu cheese.
“I knew I was going to do this for about a month,” said shoulders, an engineer from Little Rock, Ark., To attend her second masters. “I also made sweaters for (shemanskis) daughters.”
(Michael Madrid / USA Today Sports)
There is a decadence for women at Augusta National. Round, flat ratheds and monochrome matching sets have been two popular trends in 2025. Color combinations of Masters green-also known as Pantone 342 and Butter Yellow, the hottest spring shadow of the season, have been abundant. Adidas Sambas is the most popular shoe in the tournament, with New Balance 327s that come in as a good second. Dixon, who has received hundreds of direct messages from Masters-Ticket holders who asked for outfit advice, devised a term to describe the style: “Augustacore.”
The local boutiques in Augusta make it their mission to take advantage of Masters Week. The Swankbedrijf prepares the inventory with the right color schemes and accessories for customers who need last-minute shopping tour. The Peppy Poppy says that Masters season is their second most profitable time of the year, behind only Christmas.
“Masters style will always be the same: something green and something stylish and comfortable to walk around,” says Dawne Byrd, owner of the Peppy Poppy.
The fashion circus at the Masters feels like it can grow old very quickly, but somehow it just never works. There is a feeling of, if you are at Augusta National, why not go out completely?
“When I told my sister that we were going to the masters, her first question was:” What are we going to wear? “Says Kiara Downell, who wore a matching vest with her sister, Alexis Vega.
(Peter Casey / USA Today)
The players and their sponsors also participate in the frenzy, with pre-planned weekly script and outfit choices that they would not make at any other golf tournament. For example: Cam Smith wore a Vierweg Stretch Blazer during Wednesday’s practice round. It was the result of a drunk conversation with the man who makes this blazer.
The participants in the tournament are aimed at the task that is obvious, but they are also aware of what is happening around them.
“If you walk the golf course, everyone looks like they are enjoying themselves. Everyone is dressed very nicely,” says Day, who is known for pushing the boundaries with his clothing on the course. “It’s a kind of horse racing event when everyone comes out and they wear a lot of beautiful clothes. They just do it here in Augusta.”
The masters is not just a golf tournament. It’s different. So of course the customers will treat it as a unique opportunity in all kinds of ridiculous ways. And that allure will never get out of fashion.
(Illustration: Demetrius Robinson / The Athletic; Photos: Andrew Redington, Richard Heathcote / Getty images; Rob Schumacher, Kyle Terada / USA Today Sports)