Of the four major sports in North America, hockey isn’t often talked about when it comes to fashion. Sherwood, however, has made a key hire that could help change the narrative.
The hockey clothing and equipment brand announced today that has hired celebrity stylist Kesha McLeod as fashion director. The Htired of McLeod, according to Sherwood, is his latest effort to evolve what is a very traditional sport, with the goal of bringing creativity and individuality at the forefront.
Sherwood also stated that he wants to show that both fashion and style have a permanent place in the game.
“Fashion and hockey are two worlds that have never collided, much less said at the same time,” Brendon Arnold, associate vice president of branding for Sherwood Hockey, in a statement. “For decades, hockey culture has been stifled when it comes to allowing players to express themselves through their wardrobe. Appointing Kesha as the brand’s fashion director sends a message to the sport and allows us to take hockey into uncharted territory.”
McLeod has been instrumental in turning the NBA arena tunnel into a fashion runway, bringing out the most style-savvy players in the sport. According to Sherwood, McLeod, whose client list includes NBA stars James Harden and PJ Tucker, as well as tennis icon Serena Williams, is focused on driving radical change for both the brand and the sport of hockey. This plan includes collaborations with luxury brands, capsule and NHL collections, and pro player style service.
“It’s not just the change I want to make for hockey, but the change I want to make for this brand,” McLeod said in a statement. “Hockey brands and hockey jerseys have been a part of our culture for a long time. There has always been an organic connection between fashion and hockey, but no one has looked for it, until now.”
Sherwood said that he will start posting his plans for how fashion and style will appear throughout the game. in the coming months.
Do you want to read more articles like this one?
Subscribe to FN today Leave a comment
Source: footwearnews.com