Industry News

Industry veterans announce the launch of the golf industry’s only true private label custom headwear program at the 2024 PGA Show

Denver, CO. – Shade Headwear announces their launch into the Green Grass Golf market at the upcoming 2024 PGA Golf Expo in Orlando, FL., where they will introduce the golf industry to the concept of true private-label, custom headwear. What does that mean for the market – it means, no more manufacturer stickers, logos, stamps or excessive branding taking up space on the club’s headwear and instead focusing on the club/resorts/events brand. 

Since launching Shade Headwear in late 2019 and making a name for themselves in the craft brewery and outdoors markets, long-time golf industry veterans Tate Miller and James Thompson have been patiently waiting to re-introduce themselves and Shade Headwear to the Golf Industry and the PGA Membership. 

Shade’s fully-custom, private label headwear program takes creating branded headwear to a whole new level. Gone is the myriad of branding that other suppliers put all over the hat. Instead, the focus in on helping golf shops support and even reinvent their own brand through custom private label headwear. A common misconception is that people walk into a pro shop looking for a specific supplier’s brand. They are attached to the hat itself, meaning the course logo, style and and fit of the hat. As part of Shade’s private label process, each hat comes with a FREE inside custom private label and depending on the order quantity, other trims can become part of the FREE custom options. 

In their new launch, Miller and Thompson will be joined by Patrick Cherry who they have announced as National Sales Manager. Cherry is well-known and respected among his industry peers from a 21-year career at PGA Magazine where he held several positions, including General Manager and most recently Relationship / Client Manager working with golf club professionals to grow their businesses through in-person events, focus groups and retail summits. 

“Golf is in an incredible place right now. With the changes in fashion, the tastes of the golfer, and golf clubs recognizing the importance of their brand, I am excited to take on the new role at Shade Headwear as the National Sales Manager,” says Patrick Cherry.  I’ve remained close with James and Tate over the last 15 years and once I learned they were launching Shade into the golf market, it fit the next step in my career, and I had to be a part of it. As much as I’m attracted to Shade’s true custom, private-labeling capabilities and what they mean for the golf shops, I’m truly excited for every golf shop’s ability to have their own brand of custom hats. Golf has grown and has become a cool sport and what Shade brings to the table fits that trend perfectly,” adds Cherry.

“Patrick Cherry gets it,” says Miller and Thompson. 

“He’s been an integral part of the golf industry and supporting golf professionals in their efforts to grow their businesses, improve margins and increase their bottom lines through bringing new ideas, trends, and best practices to the table,” adds Thompson. 

“In the last five years he’s developed relationships while directing different types of events and conferences that take a deep-dive into the business-side that’s another reason he’s a perfect fit for Shade Headwear and our launch into the golf market,” says Miller.   

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Shade Headwear is a lower-minimum, private-label, fully custom headwear supplier to markets including green grass golf, craft brewery and outdoor. With a motto of Be Cool. Stay Cool we want our customers to have fun with the design process and enjoy their relationship with Shade Headwear. Follow us at and on socials @shadeheadwear. For more information email James Thompson, Co-Owner at or call 567-208-2633.