The creative director describes how the company has moved from a cashmere sweater to a golf brand to a full lifestyle offering.

That’s how Jason Cater, chief creative officer of Peter Millar, describes the transformation that he has spearheaded since joining the company more than a decade ago.

Cater, who worked for Zegna for eight years prior, said that when he first came on board at Peter Millar, the company was already offering both golf and lifestyle merchandise, “but over the last decade, we’ve continued to lean further and further into lifestyle.”

He attributed that move to customer demand. “We have this great relationship with our customer who is asking for more lifestyle products and we’ve learned through our boutiques and our website what our customers are looking for next, or what they want more of.”

Today, the offering is broken down into three pillars in men’s as well as a women’s division, Cater explained. The oldest is Crown, which he described as “unapologetically American in nature. Quality is certainly at the root of all of our products, but with Crown, I utilize the four Cs: colorful, casual, comfortable and classic.”

The second pillar is Crown Sport, which he said is “really the quintessential golf component to Peter Millar. It’s a very important business to us. It’s outfitting our golfer head to toe, whether it’s shorts, pants, first layer, second layer. Obviously, we have a robust outerwear business as well and we do true rainwear. So when I think about Crown Sport , I think about garment construction, fabric innovation.

Source link