Yes. Peter Millar acquired G/Fore in January 2018, and the brand has lived under that umbrella ever since. The deeper answer is that both brands sit inside Richemont, the Swiss luxury conglomerate that also owns Cartier, Van Cleef and Arpels, and Montblanc. So when you buy a pair of MG4+ spikeless shoes or a Killer Gators print polo, the chain of ownership runs from the LA design office to Raleigh to Geneva.
That last sentence is doing a lot of work, but it captures what makes the G/Fore story interesting. The brand that built itself on rebellion against country club beige now shares a parent company with the watch on a hedge fund manager's wrist.
How We Got Here
Mossimo Giannulli launched G/Fore in 2011 with premium leather golf gloves in colors you would not have seen at a private club in 2011. Vibrant pinks, reds, electric blues. The premise was simple. Golf apparel had been the same khaki-and-polo template for thirty years, and Giannulli had spent a career in fashion noticing that other sports got to be self-expressive. Surf got it. Skate got it. Tennis got it. Golf had not yet figured out it was allowed.
The gloves worked. They became the brand entry point, the way a great pair of sneakers can be the entry point for an apparel label. From there G/Fore expanded into footwear, then accessories, then a full apparel line. Within five years the brand had built itself a real presence in the corner of golf that Giannulli had identified as underserved: younger golfers who treated dressing for the course like they treated dressing for anywhere else.
The Peter Millar Deal
Peter Millar and G/Fore are an unlikely pairing on paper. Peter Millar is what you wear to a member-guest. G/Fore is what you wear to a member-guest if you want the other guests talking about your outfit. The brands met in 2017 on a co-branded shoe project for the PGA Show. The collaboration sold well enough that the conversation between Peter Millar CEO Scott Mahoney and Giannulli kept going, and by January 2018 it had turned into an acquisition.
What Peter Millar got was an instant ticket into a customer base it could not reach on its own. The 28-year-old who buys G/Fore Killer Gators is not the same person buying a Peter Millar Crown Sport polo. Owning both means you cover the spread without confusing either customer. What G/Fore got was back-end infrastructure, the boring but essential part of a clothing business that creative-led design houses tend to struggle with at scale. Sourcing, inventory, forecasting, global e-commerce. The unsexy machinery that keeps a brand reliable when the volume gets serious.
And both got into the Richemont family, which is the part most people miss. Peter Millar is a subsidiary of Compagnie Financiere Richemont SA, the Swiss luxury holding company. Cartier is in there. So is Montblanc. So is Chloe. G/Fore is now the smallest, most golf-specific, most accessible-price brand in a portfolio otherwise dominated by jewelry and watches.
What That Means for the Brand
The thing to watch with G/Fore under Peter Millar is whether the edge holds. The whole reason the brand worked is that it felt like it was made by people who actively did not want to fit in at a country club. When a brand like that gets acquired by the company that does fit in at the country club, the risk is the edge softens into background. So far that has not happened. Giannulli remains chief creative officer. Suzy Biszantz was named CEO in January 2025, with a brief that explicitly separates G/Fore from the Peter Millar mothership for operating purposes. The two brands share an owner and share systems. They are not blending into each other.
You see other ownership models around apparel in golf. TravisMathew sits inside Callaway. FootJoy sits inside Acushnet. Under Armour is public. Lululemon is public. The thing about G/Fore inside Richemont is that the parent has no other golf assets and no real plan to build any. G/Fore is the golf bet inside a luxury portfolio, which means it gets to keep its golf identity without competing for resources against three sister brands chasing the same customer.
So: yes, Peter Millar owns G/Fore. The full ownership chain runs through Richemont. The brand still feels like Mossimo, because Mossimo still designs it. The business underneath looks very different than it did when G/Fore was a glove company in 2011.
