Streetwear and professional hockey have collided, thanks to Canadian singer Justin Bieber and his fashion brand, Drew House. The NHL All-Star Weekend in February 2024 will showcase a striking new look, with players donning jerseys designed by Drew House, co-founded by Bieber and his friend Ryan Good.
A standout feature of these jerseys is the NHL logo emblazoned on the front. Unlike traditional designs, this logo carries the whimsical, doodle-like aesthetic characteristic of Drew House. Measuring a whopping 22 inches in height and covering the full width of the jersey, this logo is set to be one of the largest icons ever seen on an NHL jersey. The Pacific Divison will come in Red, the Atlantic Division will be blue, the Metropolitan Division will be white, and the Central Division will be yellow.
In addition to the eye-catching main logo, each jersey is personalized with a shoulder patch representing the player's respective team, blending individual team heritage with the overarching All-Star theme. This aspect underscores the collaboration's respect for the "invaluable tradition of each individual NHL team," as highlighted in a press release.
The partnership extends beyond Drew House and the NHL, involving Adidas as well. Adidas has been the league's long-standing jersey partner, and this collaboration is seen as a "distinctive opportunity" by Nic Corbett, the brand's director of sports marketing and hockey. Corbett envisions this as a fusion of conventional uniform design with the vibrant realms of sport and youth culture.
Toronto hosts the 2024 NHL All-Star game February 3rd, 2024. The 2024 NHL All-Star jerseys will go live on adidas' website January 16th, 2024.