The old boys club has loosened its tie, with the Arizona Coyotes beginning the domino effect and the Toronto Maple Leafs following shortly after. In a move that seems minor, it plausibly has large-scale implications.
Fashion and pop culture go hand-in-hand and it’s evident in the NBA, where every gameday walk-in is a mini fashion show.
So, how could changing clothes possibly cause such a major change within the league?
For one, it allows players an opportunity to express their style, granting them the opportunity to become a fashion influencer while maintaining elite hockey player status. This has already been in the works with players such as Auston Matthews, who’s shown his off-ice personality just by walking through the rink.
Players can now become more than a jersey number instead of their identity only being tied with hockey, it allows them to use their platform to showcase their interests. Nevertheless, the hockey world is slow to change, but a wardrobe change could be the wake up call it needs.
By giving players the chance to dress to their liking it also allows those curious about hockey an insight into their players. Considered one of the most stone-walled sports, it gives fans a glimpse into those they most idolize. Even if it is just a hoodie instead of a suit jacket.
Yes they are violent gentlemen, but they can also be stylish icons.
Secondly, it gives players an opportunity to work with brands. Another opportunity for players to expand their revenue in the name of their image and likeness. Recently, we’ve seen this in terms of paid partnerships with sports drinks, supplements, and rehabilitation gear, but fashion is also a profitable market.
The market also allows a voice for change, a silent one if I may. No need to go on Instagram live when you can wear a hoodie with a slogan of your choice on the back.
Third, it could allow players to use their clothing to reflect social causes they want to bring awareness to. In the last few months, with the passing of the beloved Jimmy Hayes, teams and players alike have worn jerseys, hats, and merch to remember him.
However, they have also created an awareness of how many hockey players suffer in silence with substance abuse. Using a sweatshirt or beanie with a brand of their choice can be a catalyst for positive impact within their communities.
Such has also been illustrated by his little brother Kevin Hayes, who created “The 11 Fund,” named after the number Jimmy wore. It serves as a scholarship fund and grants tuition assistance to underprivileged children at Saint John Paul School in Dorchester, Mass., the school in which Jimmy’s and his siblings attended.
The dominos are like teams, as each one falls a change arrives and creates a larger ripple effect.
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