AUGUSTA, Ga. (AP) — At a place where green jackets never go out of style, the sometimes-wild, often-trendy and always-interesting fashion sense of those playing Augusta National has become a viral subplot to the competition at the Masters this week.

At the forefront may have been Jason Day, playing alongside Tiger Woods, who wore some loose-looking slacks from Malbon on Thursday that harkened back to the baggy shorts from the Fab Five era of Michigan basketball. Then, on Friday, the former PGA champion slipped into a white vest that read in bold letters across the belly, “Malbon Golf Championship.”

“It looks like he’s wearing a billboard,” one patron quipped while watching from the shade.

Which is exactly the point.

More than any place in golf, the Masters is the place to see and be seen, and that goes for players and their sponsors. So in the last few years, the companies that provide their apparel have started going all out the first full week of April.