This desire to connect the brand with craft has even led to a series of short films, Artisans Of Craft, in which craftspeople from the worlds of food, music and product design are invited to discuss the concept of craft and what it means to them. Subjects have included Mr Thomas Keller, celebrated chef of The French Laundry and Per Se, jazz saxophonist Mr Branford Marsalis and Mr Christoph Grainger-Herr, CEO of watch brand IWC Schaffhausen.

You get the picture: hear Peter Millar, think craft. But any brand with a healthy marketing budget can whip up a compelling piece of advertising. What really matters at the end of the day is the clothes – how they’re made, how they look and how they feel to wear. And in that regard, Peter Millar more than lives up to the promises of its glitzy campaigns.

Whether you’re wearing the high-end Collection line, the nautically inspired Seaside line or the main Crown line, one thing to know about Peter Millar is that their apparel is not meant to jump out at you straight away. That might not sound like a ringing endorsement, but in reality it’s exactly what most guys want: classic silhouettes in versatile colours that slot easily into your rotation. Clothes, in other words, that make your life easier.

The brand’s collections are packed full of the sort of staples that you’re always wishing you had more of: quarter-zip sweaters, wrinkle-free trousers and comfortable, well-fitting polo shirts. Look a little closer, though, and what sets the brand apart – that element of craft – becomes clear.

Take the brand’s Excursionist bomber jacket, a highlight from the Collection line, seen here in army green. A clean-cut, unfussy piece of military-inspired outerwear that doesn’t take too many risks in the style department, it’s executed with real finesse, with triple-stitched seams for durability and a smart, magnetic-fastening stand collar.

Then there’s the Summer Strasse shirt, an easy-wearing overshirt in a classic herringbone pattern that’s elevated to a new level of luxury with Italian cashmere and linen, a fabric blend that adds warmth without weight, making it the ideal choice for those uncertain spring months.

Speaking of seasonality, Peter Millar’s collections are never without a certain degree of practicality. Frankly, that’s to be expected of a brand that is, among other things, one of the most respected names in golfwear. Its popular range of polo shirts, sweaters and slacks are comfortable and easy to move in because, well, they have to be. If it doesn’t do the job on a wet, windy back nine, it’s not going back in the kit bag.

The brand’s Crown Sport line remains a favourite among the golfing crowd, but it’s beyond the manicured greens and clubhouses of your local course that Peter Millar sees itself. And rightly so. This is a brand with mass appeal, a name to remember for anyone in the market for classic casualwear done properly, designed smartly, and crafted with a keen eye for detail.