At the Masters merch shop, tournament-goers wait for hours for garden gnomes, drinkwear, and Christmas ornaments. But apparel is at the heart of the $70+ million souvenir business each April. In recent years, the shop in Augusta has offered an orange hat emblazoned with the word “PIMENTO”: a reference to the cheese sandwiches served at the tournament.
It caused a frenzy on social media. Did it belong among the traditional green hats that have become a staple on and off the course? Who would go for something so bright and, in the eyes of many people, obnoxious? Not only did the hats sell out, but PIMENTO lids became so coveted that some are currently listed on resale sites for hundreds of dollars, and tens of knockoffs are also available.
Across the country, golf courses and driving ranges are now peppered with a certain, similar kind of headwear. These hats are pastel or neon, and feature cheeky sayings that are often positioned askew on a structured forehead panel. Semi-flat bills and rope accents are usually involved, too. Like the PIMENTO cap, photos of retail displays bearing these styles routinely go viral online, where commenters debate.
Headwear designers, retailer leaders, and golf professionals loosely date the look’s arrival on the sport’s scene to 2021 or 2022, when golf’s pandemic boom was at its height.
