Detroit Red Wings

◼︎Detroit Red Wings / Hockey

When the Detroit Red Wings set out to celebrate their 100-year anniversary, they weren’t looking for a typical merchandise drop — they wanted to launch a new chapter. 

The club saw an opportunity to elevate their retail presence by tapping into our graphic craftsmanship, premium silhouettes, and storytelling-driven design approach. The result became Hockeytown Originals: their brand-new private label, introduced to fans through a collection built with Sport Design Sweden.

The brief was clear: craft an authentic story that honors a century of Red Wings hockey while feeling fresh, premium, and distinct from traditional team merchandise. We focused on translating Hockeytown heritage into a modern apparel language — refined, elevated, and rooted in the club’s identity without being overly literal. Vintage-inspired graphics, thoughtful detailing, and quality-driven silhouettes became the foundation of the line.

Hockeytown Originals launched as a proud introduction to the Red Wings’ private label vision — a premium, heritage-driven collection that sets the tone for the next 100 years.

Our collaboration leaned heavily into narrative design. Every piece needed to feel like a chapter of the club’s history — worn, lived, and loved — while still fitting seamlessly into today’s streetwear landscape. By blending archival cues with a contemporary aesthetic, we built a collection that gives fans something deeper than team gear: it gives them a piece of Hockeytown’s soul.
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