November 4, 2026<\/a><\/p>\nIf you\u2019ve spent any time on golf social media lately, you\u2019ve probably heard it, or seen someone turn around to show off the little crown on the back of their polo. Kids dressed up as Peter Millar for Halloween. A few have gotten the crown tattooed.<\/p>\n
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What began as a laugh has brought in a wave of younger golfers, and many seem to be staying for the clothes. Methvin genuinely fell in love with the brand. \u201cIt\u2019s, like, become not a joke,\u201d he said. \u201cI genuinely love it.\u201d<\/p>\n
\u201cI didn\u2019t own a single Peter Millar shirt, like two months ago,\u201d Methvin told Golf Digest. \u201cNow it\u2019s my entire wardrobe and most of my videos.\u201d<\/p>\n
He\u2019s been making golf videos for about two years, mostly impressions and comedy, but he can play. He was a competitive junior and teed it up at the Junior World Championships around age 13. His interest in golf clothes goes back to Rickie Fowler, whose bright orange, blue and green outfits he tried to copy as a kid. \u201cGolf was cool because of Rickie Fowler to me,\u201d he said.<\/p>\n
The crown videos grew out of a running bit online about recognizable logos, like Peter Millar\u2019s crown and Vineyard Vines\u2019 whale. One video became a series, and the series became a trend. There are \u201cMillar Mondays\u201d and \u201cFlip Flop Fridays.\u201d Kids are copying Methvin\u2019s videos, and Peter Millar sounds are trending on TikTok. There\u2019s a kingdom, ruled by a mysterious Sir Peter Millar. Anyone wearing the crown is considered a royal subject. Anyone who isn\u2019t is a peasant. \u201cDie for the crown,\u201d Methvin explained, is basically a declaration of loyalty to Peter Millar.<\/p>\n
The crown videos have earned Methvin about 25,000 followers, on top of the 201,000 or so he already had. But he didn\u2019t understand how big it had gotten until he showed up at the Tour Championship at East Lake.<\/p>\n
He\u2019d posted only four or five crown videos by then. At East Lake, fans of all ages kept walking up to him. Some showed off their Peter Millar. Some yelled the catchphrase. A lot of them just called him Peter Millar.<\/p>\n
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\u201cOn that day, I was Peter Millar,\u201d he said.<\/p>\n
It isn\u2019t only kids. On a visit to a Peter Millar store, Methvin was recognized by shoppers who looked to be over 50.<\/p>\n
Most of the brand\u2019s customers didn\u2019t find it through a creator\u2019s video. Methvin describes the typical Peter Millar buyer as a golfer somewhere between his mid-30s and 50s, maybe in finance. Social media has spent the past several years pulling new players into golf through content creators, entertainment-driven videos and newer apparel brands.\u201cOnce they get more into golf, they realize how awesome brands like Peter Millar, Taylormade and Titleist are,\u201d he said.<\/p>\n
Golfers have always cared about what they wear and carry: the logo from a prestigious club, a certain putter, the brand of their bags. \u201cWearing the crown on the back of your shirt is status,\u201d Methvin said.<\/p>\n
High schoolers message him almost every day. Some ask for gear. Others send photos of what they just bought. A few reach out on LinkedIn. \u201cThey\u2019re like, \u2018Here\u2019s my crown.\u2019 Like, \u2018What do you think of my crown?\u2019\u201d Methvin said. \u201cAnd they\u2019re super formal about it.\u201d<\/p>\n
He plays along, addressing them as \u201cSir\u201d and answering as many as he can.<\/p>\n
Peter Millar has noticed. As the videos took off, Methvin says, he\u2019s been in touch with Todd Martin, president of Peter Millar Golf, and Courtney Wilson, the company\u2019s director of marketing. The brand\u2019s Instagram account follows him and regularly engages with him. He and Wes Sanders, a fellow golf creator who also makes Peter Millar content, did a shoot outside a Peter Millar store in Birmingham, Ala., with golf bags, apparel and a sword.<\/p>\n
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The crazy thing is, Peter Millar had nothing to do with it. The company didn\u2019t start the trend, and it isn\u2019t taking credit for it. In a statement to Golf Digest, chief marketing officer Paul Nugent pointed to the brand\u2019s customers instead. \u201cOver the past 25 years, we\u2019ve been fortunate to build an incredibly loyal following of Peter Millar customers,\u201d Nugent said. \u201cWe\u2019re truly honored by their enthusiasm, and the many ways they embrace and celebrate the Crown. This social media movement is entirely a reflection of their passion, and we couldn\u2019t be more grateful for their support.\u201d<\/p>\n
Methvin and the brand also share a milestone. \u201cTheir company was founded the year I was born,\u201d he said. \u201cThey celebrated their 25th anniversary this year, and so did I.\u201d<\/p>\n
Who knows how long this will last. Internet trends burn out fast. But right now, a bunch of teenagers are buying Peter Millar polos and calling each other \u201cSir,\u201d and Peter Millar seems to have a whole new generation knocking on the door.<\/p>\n
As for Methvin, he\u2019s not planning to abdicate the throne anytime soon.<\/p>\n
\u201cThe crown will never die,\u201d he says.<\/p>\n
This article was originally published on golfdigest.com<\/p>\n