One of the most memorable moments in the history of the Pittsburgh Penguins hockey franchise did not take place in Pittsburgh. Or even inside the track. No, this big event took place somewhere in Southern California in 1994, when Syrian rapper Snoop Dogg wore a black and yellow Penguin sweater to appear in a video for Gene and Juice.
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Snoop’s decision to wear a pencil jersey has implications for hockey and the NHL, the underdog of the big sports federations. To this day, Snoop’s wink resonates throughout the hockey community. Dan Ride, senior director of Adidas Hockey, the NHL’s official uniform partner, said he had the 26-year-old video in mind when he designed the company’s new retro collection. These sweaters refresh classic sweaters by remixing their color scheme and arouse nostalgia among hockey lovers, says Close.
Swimsuits attract men they covet because Frank Ocean wore them.
Nostalgia is an important sales factor in today’s world of clothing. That explains why 20-year-olds spend hundreds of dollars on pre-2000 fleece jackets, or why…
re-releasing the Dunk sneaker models of the last decade. The increase in sales of hockey jerseys is not one, but two examples of how nostalgia shapes buying behaviour. Not surprisingly, they attract hockey fans who want to know everything about the history of the game. But the t-shirts also attract buyers they only covet because Snoop, Swizz Beatz, Joey from Friends of Frank Ocean have worn them in the past.
Snoop Dogg wears a Penguin T-shirt in his video Gin and Juice from 1994.
First of all: Obsessed with ice. For them, releasing the reverse retroactive line is on 1. December is a rare light spot in a troubled off-season (the NHL is still refining the details of the 2020-21 season). Twelve of his sweaters were sold on the Adidas website. Chris Smith, 36, founder of Icethetics.com, a website with news about the hockey brand, noted that more than half of the retro reverse jerseys are based on designs from the 1990s.
Recycling old clothing is a strategy that sportswear manufacturers have been pursuing for decades. Chris Creamer, who runs SportsLogos.net and co-authored The Fabric of the Game: The history of the NHL names, logos and uniforms goes back to 1990, when the Chicago White Sox baseball team reissued the 1917 uniforms for the players. The following year, the original six NHL teams played several games in sweaters to celebrate the competition’s 75th anniversary.
In the mid-1980s, hockey jerseys began to appear in mainstream culture and became the equipment in the minds of many Americans who had never seen a face-off. In 1986, in Ferris Bueller’s Day Off, Cameron (played by Alan Ruck) reluctantly dries up the school under the red-and-white sweater of the Detroit Red Wings. In the 1989 film National Lampoon Christmas Vacation, Patriarch Clark Griswold (played by Chevy Chase) wears a Chicago Blackhawks sweater. Since 1990,
wore hockey jerseys from historic black colleges and universities, such as Tuskegee University and Southern University, on television as the Fresh Prince of Bel-Air.
Cameron, from the 1986 film Ferris Bueller’s Day Off, rehearses in Detroit.
The Everett Collection
In the 1990s, hockey jerseys also became an unexpected cornerstone of rap style, appearing not only on Snoop Dogg, but also on Queen Latifah (who reinterpreted the New Jersey Devils), Method Man (in a Rangers jersey), and LL Cool J (another Penguin moment). This trend continues today with rappers like A$AP Rocky, Drake and Rihanna.
Ray McAndrew, 28, a student from Syracuse, NY, runs @HockeyRapper, a
A report documenting the many rappers who wore ice hockey jerseys. Hockey is a sport that has not been welcome for blacks, Aborigines or people of color, he said. Although professional hockey remains a sport with few colored players, the rappers – who are often black – have made the jerseys of the sport a cornerstone of popular street fashion.
Today, many street brands take advantage of the rich aesthetic history of hockey and make their own fashionable shirts. You can nod your head directly into the game: Supreme’s current stitch number was purple and pure purple, the same color as the Anaheim Mighty Ducks jersey. But they often have something to do with hockey. Nike’s collectible jersey and the eccentric American label Cactus Plant Flea Market has air on the front, a word more associated with basketball than hockey.
These hockey jerseys, randomly chosen, found an audience. Jesse Einhorn, senior economist at StockX, a Detroit-based sportswear and sports shoe resale platform, said sales of street hockey jerseys have increased 25 percent this year from last year.
Pak Hki, a 5-year-old Detroit team, is another brand that takes the jerseys out of the arena. High-end versions starting at $120 are made in collaboration with bands like Anthrax, Less than Jake, Slayer and yes, Snoop Dogg. Together, Pak Hki and Snoop made a black-and-yellow sweater reminiscent of their Gin & Juice outfit, except that it’s marked with Snoop on the front instead of Pittsburgh. No wonder he’s a big salesman.
SHIRT TRICK / Three Victory T-shirts designed for retro sports fans
From left to right: For streetwear buffets, jersey, from $200, stockx.com; For real parents, jersey, $180, adidas.com; For music nostalgic men, jersey, $140, puckhcky.com
Email Jacob Gallagher to [email protected]
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