At Franco’s, we believe that great menswear should blend purposeful design, refined style, and lasting quality. That’s why we’re proud to spotlight Peter Millar this month as a brand whose ethos aligns beautifully with ours.
From a Single Sweater to a Global Name
Franco's and Peter Millar's relationship began in 2001, when founder Chris Knott launched a cashmere sweater that captured attention for its elegant simplicity and luxurious feel. From that one signature piece, the brand evolved rapidly, expanding into performance sportswear, tailoring, outerwear, and accessories.
The name “Peter Millar” itself stems from an old personalized lawn bowling ball found by Knott—he chose the name for its classic, European resonance and tie to textile heritage. Over time, Peter Millar built its reputation not by chasing trends, but through consistency: exceptional fabrics, thoughtful construction, and refined aesthetics.
In 2012, Peter Millar joined the Richemont luxury group, further enabling international reach of this now global brand.
Why Peter Millar Stands Out
Seamless Blend of Performance & Elegance
Peter Millar is as comfortable on the golf course as it is in the boardroom. Their designs integrate technical fabrics—moisture wicking, four-way stretch, weather resistance—into a refined silhouette you’ll actually want to wear off the course
Understated Yet Distinctive Design
Rather than loud branding, Peter Millar emphasizes subtle details: smart collar constructions, high-quality buttons, refined patterns, and fabric texture.
Heritage & Craftsmanship
From sourcing yarns to partnering with skilled workshops, Peter Millar maintains a focus on craftsmanship. Their output includes three men’s lines (Crown Crafted, Crown Sport, Crown), plus accessories and tailored options.
Evolution with Vision
While rooted in golf and performance, their growth has moved decisively into lifestyle and modern tailoring. Today, nongolf products make up a substantial share of their business—a sign of strategic diversification.
What to See at Franco’s Trunk Show
We’re excited to present the full fall/winter Peter Millar collection at our trunk show October 17th and 18th. Here’s what you won’t want to miss:
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Tailored apparel & soft jackets offering effortless sophistication, blending lightweight construction, luxurious performance fabrics, and modern tailoring for a polished yet relaxed look.
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Versatile sportswear, including a wide range of shirts, pants, quarter-zips, sweaters, and collegiate logo apparel featuring Virginia schools.
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Performance outerwear and layering pieces that bridge lifestyle needs from workdays to weekends - vests to jackets to car coats.
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Footwear that ranges from stylish sneakers for everyday and active wear to dress styles - all designed with innovative performance materials, delivering timeless style and all-day comfort,
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Expert style guidance—our team will be on hand to help you pair, layer, and refine your wardrobe
Trunk Show Details
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Friday: 10:00 AM – 7:00 PM, Short Pump
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Saturday: 10:00 AM – 5:00 PM, Lakeside
Mark your calendar—and bring your questions. Whether you’re updating your seasonal lineup or looking for that standout piece, the Peter Millar show at Franco’s is your chance to explore elevated fashion that performs as beautifully as it looks.