Fully Custom: Inside the Vision and Craft of Argali Custom Apparel

Argali Custom Apparel is redefining what it means to offer fully custom headwear in the golf retail space. With a deep appreciation for craftsmanship, storytelling, and design, Argali offers clubs the chance to create truly one-of-a-kind pieces.

In this Q&A, Argali founder Richard Fryer shares insights into their process, their most popular styles, and where they see the future of private label headwear heading.

AGM: What’s the story behind the name and branding of “Argali” and how does it represent your brand?

Argali: Pursuing the highest accomplishment in every aspect of your life encapsulates the life of our customers.

The highest peak in big game hunting is sheep in numerous respects, however Argali, specifically the Marco Polo Ram, is the pinnacle of achievement. Sheep live on the highest mountain tops, and not only are these rams on peaks, but they are atop the highest, most challenging peaks to access in the world. Hunters have been known to spend more money on pursuing these massive, majestic creatures than what they spent on their education, which combined with the beautiful, Himalayan range where they reside creates an allure that is unique only to the best outdoor enthusiasts in the world.

The most challenging fish to convince to eat with a fly, arguably the most difficult tool used to catch fish, is a permit. There are fascinating, powerful fish like tarpon, marlin, and others, however the permit is the fish that brings more anglers to their knees than any other. No story of pursuing permit ends without an explanation of how many erroneous attempts they had to persevere through to experience that incredible accomplishment.

The signature curl of an argali ram and the tail of a permit are the symbol that defines the pursuit of someone that settles for nothing but the best.

What defines who you are is the threshold of pain you are willing to endure to accomplish your goals. Our story is best told through the lens of all those passionate leaders who never settled in any category of their life.

AGM: In a competitive custom apparel market, what makes Argali truly stand out? 

Argali: The apparel market is extremely competitive, however it has many subcategories and every subcategory has their own characteristics. We currently reside in the “design firm” category as we offer fully custom garments. We describe “full custom” as apparel and headwear that are made using customization through every nano-inch of the design, built with the priorities of the client and professional artwork specifically for their project (not to be reused on another client). Everything from the shape, to the fabric, to the color / sublimated design, to the logo, to the applications and more is unique to each client.

The creative element of professional artwork and design as well as the fixation on high quality output are the definable attributes of Argali Custom Apparel.

AGM: What are some of your most popular or signature pieces right now?

Argali: This is a great question, and it is naturally dependent on the perspective of the person making the assessment. 

Out of our headwear, I would say that the most popular hat styles (let’s call them “The Big Five”) are as follows:

• The Soft-Shell Hat (we call it the “Buffett”): Often known as the “cotton dad hat,” this style is simply a traditional hat with fabric consistently on every panel and with no stiff material holding up the front two panels. It is a classic style, is low profile, and has been very popular among women and children. About ten to fifteen years ago, it was arguably the most popular hat in the golf industry, and it’s still going strong today.
• The Hard Shell, Flat Bill, Laser-Cut Holes Hat (we call it the “Kelce”): This style stands out because it only exists due to technical innovation. It offers the same ventilation benefits as a trucker, but with laser-cut holes in the fabric of the back four panels instead of mesh. While it may not move as quickly as a traditional trucker or soft-shell hat in every setting, it’s a strong performer and likely the next in line to take the crown.
• The Designer Hat (we call it the “Clooney”): This hat is one with incredibly high-end fabric, a stiff front two panels, and a leather backstrap with a metal buckle. Like most people’s initial thought of George Clooney (my thought would be “an elder statesman”) it is a classic style that shows that you have “made it” in life. In the world of private clubs this is clearly a favorite.
• The Hard-Shell Trucker Hat (we call it the “Kutcher”): The hard-shell trucker hat has been one of the most successful and enduring styles in recent history, with Richardson helping to fuel its incredible popularity. Though it has been around for decades, the “new age style” trucker features a slightly taller and deeper crown, stiff netting on the back four panels, and a plastic snapback backstrap. It has become especially popular with middle-aged individuals and has broken past just its original blue-collar roots. Its incredible success has made it a go-to style; however, some buyers have started seeking out alternatives simply because of how common the style has become. There is no doubt though that this is probably still the most popular hat style on the planet in 2025.
• The Flat Bill, Five Panel, Soft Shell Rope Hat (we call it the “Bieber”): This style is a bit of a wild card, with a fit that tends to work best for rounder head shapes and a youthful look that appeals to a specific crowd. It usually features a five-panel soft front, a thick rope between the bill and crown, a snapback backstrap, and consistent fabric across all panels. Originally worn by naval captains, the style has resurfaced as sports like skateboarding and fly fishing have become more popular, gaining traction among Millennials and Gen Z. Some believe it will overtake the trucker as the top hat style in America, though that remains to be seen. It’s a solid option, but probably not the first pick if you’re only choosing one style to carry.

These aren’t the only styles moving well, but they represent the core of what’s working across a range of demographics.

AGM: How do you approach the custom apparel process when working with clients?

Argali: Buyers come from a range of backgrounds, so I typically start broad and tailor the conversation based on their level of experience. Some arrive with a clear vision, knowing exactly what fabrics, colors, and details they want, while others appreciate more hands-on guidance. I begin by explaining how manufacturing from scratch differs from decorating pre-made blanks, including the impact on embroidery quality and overall finish. From there, I walk through the full range of customization options, from panel tape and backstrap buckles to specialty applications in apparel like sublimated designs on the inner collar and custom debossed zippers, all available in quantities under 100. This overview helps buyers understand what is possible and often sparks ideas. With so many creative directions available, most clients appreciate having someone to help narrow the options and bring their vision to life.

AGM: How do you maintain consistently high standards in your materials and manufacturing?

Argali: One benefit of choosing a “full custom” solution is having access to the best fabrics on the planet (literally anything the client wants from Italian wool to designer silk), which ensures that #1) the client gets anything they desire in terms of fabrics and applications and #2) they aren’t frivolously upcharged for the slight enhancements in each. We have a pricing structure that is fixed regardless of what the client selects in terms of these areas of customization as well as a proofing system we call The Caddy Tracker that gives the client access to seeing the fabric and the actual samples prior to final production giving the client a high degree of autonomy and piece of mind.

AGM: In what ways do you incorporate sustainability into your production practices?

Argali: This is a fun topic. I am an outdoorsman and love the outdoors. If you also fall into that category, you know about the critical impact our daily activities have on our environment. When sourcing our first set of fabrics I made sure they were all eco-friendly (made from plastic bottles), and those fabrics continue to be our most popular. It is cool to think that this is helpful (or less harmful) to our environment, however getting the masses to see the world the same way is the key. Beyond having eco-friendly garments, the beginning and the end to this discussion about sustainable products is making things bio-degradable to ensure that if they are left on the side of the road there will not be harmful outcomes. We will keep presenting products that fit this purpose, and my prayer is that other founders will do the same.

AGM: From your perspective, what’s something golf merchandisers can be proud of when it comes to headwear design, and where might there be room for improvement? 

Argali: There is an endless supply of accomplishments that golf merchandisers should be proud of, however the #1 in my book is kindness and how we treat others in this industry. Obviously, design is important, however we are on this planet to honor God and honor people, and that should always be what we are most proud of. 

If we are assessing design, I think the most incredible accomplishment is the ability to captivate the business world / general public with apparel and gear that is used in the world of golf. The fact that restaurants are requiring a collared shirt or “golf shirt” in order to be seated is an accomplishment in the world of fashion. Second to that is continued innovation in the categories of aesthetics, comfort, and performance, which, although difficult to isolate or define, clearly has a deep impact on the general public, such as poly-spandex being introduced to collared shirts.

One area for growth is recognizing that many clubs still focus more on the course than on the shop. This can result in merchandise that feels outdated or uninspired. Not every club falls into this pattern, but for those that do, joining a network like AGM can be transformative to exchange ideas with peers across the country and better serve their members and guests. People in every setting (not just golf) deserve apparel and merchandise that feel intentional and aligned with their interests. 

AGM: Where do you see the private label headwear industry going over the next 10 years? What should merchandisers be doing to prepare?

Argali: The day is approaching soon when embroidered blanks will be a thing of the past. There is a high level of interest from consumers to have limited edition items every season. If you go in, season after season, and over half of the merchandise is still the same, most of the consistently buying crowd will either not buy or stop coming in all together. 

Our goal is to make full custom headwear just as accessible in terms of price and turnaround time as traditional blanks. While that may sound ambitious now, we believe it’s within reach. 

On another note, it is clear that golf consumers are getting less and less conservative in how they dress. The less conservative they get, the more there is a need for consistent professional artwork specific to every club, every season. We’re investing in this trend by providing high-level, professional artwork at no additional cost and with minimal effort required from the buyer. From sublimated designs to alternative logos, we are currently and will continue to bring this value of creating a new craze in a shop and a reason for customers to start getting excited about new merchandise coming to the shop every season. It is clear that the one consistent thing in life is change and, as they say in Texas, “things are fixin’ to change.” I am excited for customers to know their club’s stories at a higher level and fall in love with the game of golf all over again through the great garments that are sold throughout our great industry.

AGM: What marketing tools or resources do you offer to help retailers boost sales?

Argali: That is an interesting question, and I have no doubt that free professional artwork is without a doubt the best marketing tool we can offer our clients. In today’s competitive landscape, where direct-to-consumer brands compete with green grass shops for the same customer, having fresh, original designs each season is essential.

As an example, I continue to see one of our clients, Katie Gates at Interlachen Country Club, and her team constantly innovating with new, dynamic, and vintage logos, unique sub-categories in the shop, and other style ideas to keep the consumers always wondering if they are going to be one who misses their chance at the limited edition products that were just brought in the shop this week. 

As we design pieces for our clients, we first listen to their story to build unique, exclusive artwork which can somewhat easily create sub-categories of products in their shop (i.e. commemorative logos, alternative logos, dynamic sublimated designs, etc.), which keeps customers interested and coming back.

There is no doubt that limited edition garments are where golf apparel is going, and we’re proud to invest in our clients by offering professional design support that enhances their brand and keeps customers engaged for years to come.

AGM: What key message would you like to share with AGM members about your brand and products?

Argali: I want to start by encouraging non-members to join the AGM, and also encourage current members to invite other golf professionals to get involved. Being open to new ideas and committed to innovation is essential for growth—both in business and in life. In my experience, those who feel they have everything figured out often have the most to gain from staying curious and open-minded. That’s why I believe AGM is such a valuable organization. It brings together people who are constantly looking to improve, and it offers thought-provoking events and a strong community that supports that mindset.

AGM members are encouraged to learn more about Argali Custom Apparel by visiting their website at http://shopargali.com or contacting Richard Fryer at info@shopargali.com. For more contact information or to get an AGM Member discount on your first order, check out our AGM vendor page.

To join a merchandiser community and gain weekly educational opportunities and resources, sign up to become a member of the AGM.