Aug 11 isn't a golf brand. It's a hat brand. But the best hats on the course right now aren't coming from golf companies — they're crossing over from streetwear, from lifestyle, from places where fit and story matter more than a logo on a divot tool. Aug 11 is that brand.
Founded in 2023 by Johnny Person out of Atlanta, the name comes from his little sister Isabell's birthday — August 11, 2003. In late 2010, Johnny was homeless and battling addiction. His sister told him the truth: he was hurting her. That conversation became the turning point. Every hat in the line carries a name tied to that arc — "Lord Forgive Me," "Loverboy," "Art" — and the brand's tagline is "Unbreakable Resilience." It's not marketing. It's the actual story.
Before you dismiss it as another DTC hat company, look at who's wearing them. Aaron Judge. Jrue Holiday. Dom Dolla wore Aug 11 to three of his four Coachella sets. Adam Mosseri — the head of Instagram — posted in one to his 2.4 million followers. None of that was paid. The hats just fit well and look right, and people with platforms noticed.
The line is mostly structured snapbacks, unstructured dad hats, mesh truckers, and felt hats — all $54.95, with the felt at $59.95. The quality-to-price ratio is aggressive. Johnny grew up down the street from Hurley, Volcom, and Quiksilver in Costa Mesa and spent a decade in the apparel industry before launching. He knows how a hat should sit on your head, and it shows. Ten pieces here. All of them course-ready.
A hat brand founded in 2023 by Johnny Person in Atlanta, Georgia. It is not a golf company, but its structured snapbacks and unstructured dad hats have crossed over onto the course. Hats are $54.95 to $59.95.
Johnny Person’s younger sister Isabell’s birthday, 11 August 2003. In late 2010 Person was homeless and battling addiction, and a conversation in which his sister told him he was hurting her became the turning point. The brand’s tagline is “Unbreakable Resilience,” and hat names such as “Lord Forgive Me,” “Loverboy” and “Art” tie back to that arc.
Aaron Judge, Jrue Holiday, and Dom Dolla, who wore Aug 11 to three of his four Coachella sets. Adam Mosseri, the head of Instagram, posted in one to his 2.4 million followers. None of it was paid placement.
They are not built as golf hats, but fit and proportion are the reason they show up on courses. The line is mostly structured snapbacks and unstructured dad hats.
Between $54.95 and $59.95.
