Aug 11 is a hat brand, not a golf brand, and that is still the point. When we first wrote about it in June it was a young Atlanta label with a real story and a very good snapback. Three months on, the brand says it has sold more than 100,000 hats, it is stocked at PacSun and Culture Kings, and it has started making hats for running and training.
What makes it work on a course is what made it work off one: fit. Johnny Persón sells the fit as a guarantee, and the structured five-panel sits the way a golf cap should, with a flat front for the logo. The new Index adds a short brim and a smaller fit for narrower heads.
Start with the Art (Reverse OG) at $54.95, which is still the signature. For the new stuff, get the Genuine Sinner. Prices were read from aug11.co on 28 September 2026, in US dollars, and the brand runs three hats for $99.99.
Aug 11 is named for Johnny Persón’s younger sister, Isabell, born on 11 August 2003. In the brand’s telling, late November 2010 was his lowest point, homeless and addicted, until his sister told him the truth: that he was hurting her. He has said he got sober that December. The tagline, Unbreakable Resilience, comes from that year.
Persón grew up in industrial Costa Mesa, California, down the street from Hurley, Volcom and Quiksilver, and spent about a decade in apparel before launching Aug 11 from Atlanta on 1 November 2023. The first designs were already tattooed on his body. Aaron Judge, Jrue Holiday and Dom Dolla have all worn the hats. Persón says he gifts them without asking for a post, though Judge’s came through a sports agency.
The biggest change is athletic. REPS: FUTR is a line of performance hats that started in 2025 and kept growing this year: FUTR and RUNR colorways in April, a sold-out Reps: Athletic drop of the Art, Loverboy and Lord Forgive Me in August, and a Snow Camo version this month. The photography moved with it, from bars and cars to ice baths, garages and gym floors.
The Refill landed at the end of August with Genuine Sinner, a camo-brimmed Art trucker and the Index, a short-brim unstructured cap tagged for smaller heads. On 22 September came a Lord Forgive Me hat with the country singer Cam Whitcomb, which has already sold out. The brand also sells tees and hoodies now, alongside the hats.
There is still no golf. We found no golf collection, no tour player and no course collaboration, and we would not want one. The hats already turn up on the first tee because they fit, and the athletic line is the most interesting thing the brand has done for anyone who plays.
Photography · Reps: AthleticThe athletic line moved the shoot to ice baths, gyms and training floors.
Eight hats · $54.95 eachThese come from this year’s drops, including the REPS athletic line and The Refill, and all were in stock when we checked.
Photography · Lord Forgive MeThese show the Lord Forgive Me in the Cam Whitcomb collaboration and the white colorway.
Four hats · $54.95 eachFour of the ten hats from our first post are still available. The rest, including the Stables Felt and the navy Loverboy, have sold out.
Aug 11 is an Atlanta hat brand founded by Johnny Persón and launched on 1 November 2023. It is not a golf company, but its structured snapbacks and unstructured caps have crossed over onto the course. Most hats are $54.95.
It is the birthday of Persón's younger sister, Isabell, born on 11 August 2003. In the brand's telling, she was the turning point in 2010, when he was homeless and addicted. The tagline is Unbreakable Resilience.
The REPS: FUTR athletic line, with FUTR and RUNR colorways in April and a Snow Camo version in September; The Refill collection in late August, including the short-brim Index; and a Lord Forgive Me hat with the country singer Cam Whitcomb in September.
They are not built as golf hats, but the fit is why they show up on courses. The Crest V2 unstructured cap is the most golf-looking, and the Art Mesh Trucker is the one we would take to a summer round.
Most hats are $54.95 and the Stables Felt is $59.95. The brand also runs a deal of three hats for $99.99.
Aaron Judge, Jrue Holiday and Dom Dolla have all worn Aug 11. Persón says he gifts hats without asking for a post.
