Best Merchandise Sold at Augusta National Golf Club

Even the most apathetic sports fan knows about the green hat. Sold exclusively at the Masters—the prestigious golf tournament held annually at Augusta National in Augusta, Georgia during the first full week of April—it’s not so much an accessory as a sartorial signal to the world that you were among those lucky “patrons” who attended the elite event: an idyllic golfer’s mecca of civility, top-tier vehicles, and classic Southern food—you will not leave this magical, Disney-like place hungry. Considering the social currency it provides, a Masters hat is worth every penny of its $32 price tag.

For the uninitiated, the first major golf championship of the season is celebrated on a global scale for its rich history and traditions, including but not limited to the coveted merchandise, only available to purchase on-site (or via the secondary market at a huge markup). In 2022, the Masters was estimated to collect $69 million in merch sales, according to Forbes, which sports and business expert Joe Pompliano broke down in a recent tweet to around “$10 million a day, $1 million an hour, $16,000 a minute, and $277 every second.” The club has two golf main golf shops that sell everything from polos to half-zip pullovers, needlepoint belts, the hard-to-find gnome, and, of course, green hats. (You will not find the green jacket, reserved only for members and winners.)

A 2023 Masters patron shows off her merch.

Patrick Smith//Getty Images

More and more brands are getting in on the action. Tory Burch, Peter Millar, and Maui Jim have all created limited-edition collections for the Masters. As part of her Tory Sport line of performance-driven activewear, Burch’s cashmere sweaters, icon cardigans, argyle merino crewneck, and gingham pants were particularly big hits this year, along with a special colorblock camera bag emblazoned with an illustration of the Augusta National clubhouse, despite no photos being allowed on the premises. Perhaps what makes the merch so popular is the fact that only your haul can show you were there, or at least know someone who was.

J.Lindeberg even opened its first-ever pop-up during the Masters, where top customers could immerse themselves in the Swedish label’s universe and shop House of J.Lindeberg, a capsule collection designed for wearing on and off the course (like hoodies, hats made in collaboration with New Era, and custom-made golf bags designed with MacKenzie). All of the pieces exist in limited quantities, so there’s a “get it or regret it” feel, head of design Neil Lewty tells ELLE.com. “Merchandise obviously serves as memorabilia, but because the tournament is so exclusive, it’s impossible to buy elsewhere,” he says. “It is almost like a badge of honor—you’ve attended and you were a part of something very special in this moment in time.”

general view of the 13th hole

The azaleas surrounding Augusta National’s 13th hole served as inspiration for many J.Lindeberg designs.

Stephen Munday//Getty Images

There are two ways of getting into the Masters: either you are grandfathered in and have season passes, or you enter the lottery. “I love how old-school it is,” Lewty adds. “Cell phones aren’t permitted and the food and beverage prices are like you’re back in the ’90s. [Editor’s note: Concession prices at the Masters are remarkably low—a pimento cheese sandwich will cost you $1.50.] The organizers have really kept the tournament unique and special. They haven’t just capitalized on this moment. It’s the players and golf. It all goes back to the sport.”

Other luxury partners, like Mercedes-Benz, make their pride as a sponsor known by providing VIP guests and players with an electric car to get to and from the club, entering at the famous Magnolia Lane—literally, quiet luxury at its finest. Each EQE-class model offers heated and massaging seats, scents to choose from (“Mimosa” is an ideal choice for Masters Sunday), as well as a passenger display that can stream content while the car is moving—but sadly not the tournament itself, seeing as that could potentially be hazardous depending on whether the player makes par on a hole. Beyond the transportation experience, the German carmaker hosts a select group at Firethorn Cabin, a hospitality area by the 10th fairway replete with free-flowing drinks, Masters food staples like egg salad and the aforementioned pimento cheese sandwiches, and folding chairs to secure your viewing spot on the green.

In a world where a person’s value is determined by their number of Instagram followers, if you’re not actually going to the Masters yourself, maybe the merch is the next best thing. You’ll just have to find a really good friend who will buy it for you.

Deputy Editor

Claire Stern is the Deputy Editor of ELLE.com. Previously, she served as Editor at Bergdorf Goodman. Her interests include fashion, food, travel, music, Peloton, and The Hills—not necessarily in that order. She used to have a Harriet the Spy notebook and isn’t ashamed to admit it. 



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Tiger Woods may look finished after Masters, but don’t count out

AUGUSTA, Ga. — Tiger Woods understands how the visuals came across on social media and TV. He looked completely broken in Saturday’s relentless rain, as if all the injuries and surgeries were conspiring against him in that very moment, leaving him no choice but to walk away.

Only Woods didn’t exactly walk out of Augusta National after the storms suspended play. He staggered off the course, moving like a man nearly twice his age. At 47, Woods was smart enough to tell his cornermen that he couldn’t answer the bell for the next round against a heartless opponent — a hilly, 29-hole Sunday at the Masters, which was heavily favored to deliver the knockout.

But man, that decision had to hurt him to the core. It’s one thing to withdraw from the PGA Championship, which Woods did last year. It’s quite another to withdraw from the Masters, the Super Bowl of golf.

Last April, 14 months after what a moderator in Tiger’s Tuesday presser called “that horrific accident,” Woods somehow made the cut, an achievement equal to any of his five tournament titles. And yet in that same presser, Woods maintained that his severely damaged right leg “aches a little bit more this year than last year,” a truth hammered home by Sunday morning’s announcement that Tiger was going, going, gone.

“I am disappointed to have to WD this morning due to reaggravating my plantar fasciitis,” Woods tweeted. “Thank you to the fans and to @TheMasters who have shown me so much love and support. Good luck to the players today!”

Given the alarming optics — Tiger could barely walk to his golf bag before exiting stage left — and the fact Woods conceded that every Masters could be his last Masters, it’s natural to figure he is done as a competitive force. And that would be largely true, as Woods has permanently reduced his annual schedule to the four majors and a couple of carefully handpicked tournaments in between them, and has started talking about using a cart — he calls it “a buggy” — to play the Champions Tour at age 50.


Tiger Woods will not resume his third round at Augusta National on Sunday.
ZUMAPRESS.com

It was long assumed that Woods would retire when he could no longer compete on the PGA Tour, and that he would find no satisfaction in riding a cart while beating the graybeards he pounded in their primes.

But now Woods is making concessions to the forces of gravity and time. A spinal fusion surgery on top of the leg-saving surgeries on top of all the other injuries and procedures over the years have largely reduced Woods to an ambassador and tournament host. He’s not yet Arnie & Jack in their golden years, but close enough.

“The joy is different now,” Woods said. “I’ve been able to spend more time with my son, and we’ve been able to create our own memories out there. And to share some of the things that … I experienced with my dad, the late-night putting or practice sessions that we did at the Navy Golf Course, I’m doing with my son. It’s incredible, the bonding and the moments that come because of this sport.”

Though it is good to hear the former terminator talk in humanizing tones, Woods can’t be ruled out as a threat to break his tie with Sam Snead for all-time PGA Tour victories (82) and to win his 16th major championship, two shy of Jack Nicklaus’ record. Just like 52-year-old Phil Mickelson can’t be ruled out winning another big one after his stunning Sunday climb up the leaderboard.

When Woods missed the U.S. Open cut at Shinnecock in 2018, a year after his Hail Mary fusion surgery and disturbing middle-of-the-night roadside arrest, I absorbed heavy pushback for writing that he would likely still win a 15th major title. Woods nearly won the British Open and PGA Championship the next two months, won the Tour Championship in the fall, and then won the green jacket for the fifth time.

Four years later, Woods is more fragile than he’s ever been. He might need another Hail Mary surgery to strengthen his leg like the fusion strengthened his back, but if anyone in the history of the sport can overcome massive physical hurdles to win again, it’s Tiger Woods. And if there’s any future arena that would accommodate that …

“It’s here,” Woods said at Augusta National, “just because I know the golf course.”


Tiger Woods hits from the fairway on the 18th hole during the weather delayed second round of the Masters.
AP

And he knows how successful older, lesser lights (Fred Couples, Bernhard Langer) have been here. And he knows that a 58-year-old Nicklaus nearly won for the seventh time here in 1998 with a deteriorating hip that was months away from being replaced.

“I’ve been stubborn and driven to come back and play at a high level,” Woods said.

Is that competitive spirit strong enough to beat the longest of odds?

“I wouldn’t be sitting here if I didn’t believe that,” said his longtime caddie Joe LaCava, who told The Post before the tournament that his “biggest fear” was the grim weather forecast and the prospect of Woods playing 27-plus holes in one day. That fear was realized.

“Everything would have to go right for him to win another major,” LaCava said, “but I can see that Tiger still believes he can do it.”

And despite what we all saw Saturday, that’s good enough for me.

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New York-area golfer Cameron Young in Masters hunt after first round

AUGUSTA, Ga. — Cameron Young, the pride of Fordham Prep in The Bronx, was in the middle of a dream British Open run last summer at St. Andrews when a reporter asked him about his “improbable journey from the streets of New York.”

Young could have played along on his way to finishing second to Cameron Smith at the birthplace of golf, if only in the name of never letting the facts get in the way of a good golf story.

Instead as an honest son of the Westchester ’burbs, the 25-year-old product of a leafy prep-school campus refused to package and sell a counterfeit hardscrabble tale.

He called the reporter’s premise “a stretch” and pointed out that he lived at Sleepy Hollow Country Club, where his father was the head pro for more than two decades.

It’s still an interesting backstory, by the way, as the greater metropolitan area isn’t known for producing young golfers who are ranked 14th in the world.

But it will become much better copy if Young actually wins a tournament. And if he makes that first victory worthy of a green jacket, his journey will belong to legend.


Cameron Young hits his tee shot on the fourth hole during the first round of the Masters.
AP

Young birdied the first three holes at Augusta National on Thursday en route to a 5-under 67, two strokes off the first-round lead shared by Brooks Koepka, Viktor Hovland, and Jon Rahm.

“I’m really happy with my start,” Young said. “I think I executed our plan quite well.”

His “our” includes his newly hired caddie Paul Tesori, the former longtime caddie of Webb Simpson’s and a man who has worked more than 20 Masters.

“I think he brings a lot to the table,” Young said. “I think it’s helped me personally let go of the bad stuff that happens out here. He’s just so positive and energetic.”

Young just finished second to Sam Burns in the SGC-Dell Match Play, giving him half a dozen runner-up finishes on tour since last year.

Before finishing third at the 2022 PGA Championship, he missed the cut at his first Masters.

“I was afraid to go hit the first tee shot last year,” Young said, “and this year it wasn’t at all the same. I’m just a lot more comfortable. Last year I didn’t understand how anybody made a birdie out here. This year I just got off to obviously a nice start and was really comfortable the whole day.”

“You’re standing on the first tee at [your first] Masters, it’s a different kind of thing than any other tournament. But the more you can approach it like it’s not different, I think, is a good thing.”

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