On April 2, Augusta National Golf Club, home of the Masters since 1934, unveiled a brand new state-of-the-art store for patrons of the 2018 tournament. If you’ve ever been to a golf tournament, then you know that heavily branded gear is almost a requirement: Dads who are dressed to play a round themselves (as if they may be subbed in should a player go down), kids in signed visors, and that one guy who is really pushing the limits of the dress code in an Odell Beckham Jr. jersey worn over a polo shirt. And every golf course has a pro shop filled with branded hats, balls, ball markets, club-head covers, and all the other stuff golfers love to buy.

But this new dedicated Masters store is something different, a pop-up retail temple that puts even Kanye West’s globe-spanning The Life of Pablo shops to shame. A few statistics: There are almost 400 mannequins alone in the space, 64 registers, and 125—125!—varieties of hat. More impressive is that the flow of the shop is as orderly and regimented as the tournament. The line to get in doubles as a Masters museum, and post-checkout, customers are given the option to ship their purchases home directly from the store. But what’s most interesting isn’t the fact that you can buy so much Masters gear in one place, and do so efficiently. No, it’s that this—one shop in Augusta, Georgia—is the only place in the entire world that you can buy it. Because of this, Masters merch has taken on a cult-like following, spawning obsessives and even a large resale market. To put it another way: Officially branded Masters products are basically Supreme for dads.

Inside the Masters Golf Shop.

Before any of your favorite streetwear and sneaker brands popped into existence, the Masters was trafficking in exclusivity and scarcity—in what we now know as hype. Augusta National, the club that has always hosted the tournament, is arguably the most exclusive of its kind in the world. Current members, of which there are only 300, include Warren Buffett, Condoleezza Rice, and a whole bunch of former CEOs of Fortune 500 companies. This exclusivity has a less savory side, too: Until 1990, there had never been an African-American member at Augusta, while the first female members (Rice was one of two) were invited only in 2012.

But while the club itself has taken (small) steps to become more inclusive, the retail experience for its most prestigious tournament remains prohibitive. The store is only open for seven days a year, and in just the one location. But, as is the case for rare sneakers, this is in all likelihood good for business, adding to the urgency customers at the event feel to spend and spend big. Buy this polo shirt, or else you’ll never be able to get it again. And if you’ve ever shopped online after a couple glasses of wine, imagine doing the same after a day of standing in the sun, drinking beers, and housing pimento-cheese sandwiches in golf heaven. “I don’t even like shopping... Yet over the years, I’ve spent more time at the Masters Golf Shop than every clothing store combined,” says Teddy Greenstein, a reporter for the Chicago Tribune who’s been covering the Masters for a decade.

Where the Masters shop’s pastel polos and logo-heavy caps depart from the world of streetwear and sneakers is that they’re decidedly—maybe even purposely—not cool. A brand like Supreme sells clothes to people who want to flex—to show off their cool gear to those who recognize it as such. It goes without saying that most of the people who buy Masters gear aren’t fashion experts in the slightest. But the dynamic is shockingly similar. Over the phone, Greenstein says, “I don’t know if it’s the logo or what it is, but I get in there and it’s like trance. I hope I have five arms so I can grab everything I see.” He also says he bought not one but two sets of Masters playing cards this year—one to use and one to store—in the same way sneakerheads will buy two pairs of kicks under the unassailable logic of “one to rock and one to stock."