The Price of a Polo Has Gotten Out of Hand

The premium polo market has quietly become one of the most overpriced corners in menswear. Well-known lifestyle and golf-focused brands now routinely charge $128 to $138 for a single shirt, others pushing $135 to $148. The more "elevated" names in the space pricing their polos anywhere from $98 to $350. For what is, at its core, a collared shirt.

Even the newer, influencer-driven golf brands have settled comfortably at $74.99 a polo charging a premium while leaning heavily on social following rather than craftsmanship.

The consumer is paying for the logo. The story. The zip code where the brand was founded. Not the garment.

That is the opening Panicot Luxury Goods was built for. Designed in Michigan by Derek and Mike, Panicot is entering this market with the same quality of construction and materials — at more than half the cost. No inflated heritage tax. No coast to subsidize. Just the garment, made right, priced honestly.