The almost premium origin story
Pete Miller started with a simple, slightly petty observation: a plain polo shouldn't cost $165 just because someone stitched a tiny animal over the heart. We looked at the whole country-club uniform: the clean polos, the crested caps, the heritage knits, and thought, we can do almost exactly this. Same look. Same confidence. Roughly a third of the price tag.
So we built a menswear label for the guy who wants to look like he belongs at Augusta but shops like he belongs at the taco truck in the parking lot afterward. Tees, polos, hats, sweatshirts, and jackets - cut clean, kept simple, and priced like you have better plans for your money.
What "almost premium" actually means
It means we obsess over the things you feel including the weight of the fabric, the fit through the shoulders, the way a cap sits on your head, and skip the things you don't: the markup, the logo tax, the flagship store in a city you'll never visit. Everything is made to order through our print partners, so we're not sitting on a warehouse of stuff nobody asked for. Neither is the planet.
Country-club looks. Cookout prices. We're not embarrassed about either half of that sentence.
Is it the single most premium thing money can buy? No. It's almost premium. And honestly, almost is a really good deal.
Ethan Beagle, Founder