It morphed bookworms and TV lovers into hockey fans. NHL President of Content and Events, Steve Mayer, tells GQ, “It’s done a great job in attracting a new audience. We always believed that once someone comes to our great game and watches it, they’re going to stay. It’s always hard to find that new audience, so you look at lifestyle as one of those ways.”
The lifestyle that new fans have decided to buy into is hockey jerseys (fair – they can't really rock the shorts or skates outside of a rink). People are constantly rocking #81 Hollander sweaters, there's over 4,500 listings of ice hockey jerseys from UK sellers on eBay, and Pinterest is flooded with dudes rocking NHL uniforms with shorts. The only problem with hailing the hockey jersey as your summer staple is… it's not really for summer. At all.
Hockey is played on ice, so the jerseys are designed to keep players warm. They're made of a heavy poly-blend knit. Great for having a few beers and skating around with your buddies in the winter. Not the best for your Heath coffee walk in August when it's tipping 30 degrees. Which is where two of the NHL’s North American rivals come out to play.
Baseball jerseys can be found just about everywhere in London. Streetwear brands like Palace and Stüssy are constantly releasing jersey collabs with actual MLB teams. Plus, they're widely available at vintage spots like Beyond Retro and online at Rokit Vintage. Its appeal for the summer comes down to the fact that it’s short-sleeved and made from mesh, which means you feel easy and breezy. They can also be worn both open and buttoned up, lending a little bit of versatility.

The National Football League, AKA American football, uniforms offer more of the same. A slew of streetwear brands have adopted the V-neck, short-sleeve jerseys that NFL players wear on a weekly basis. It’s a very street-influenced look that content creator and stylist for NFL players, Saint Harris, thinks could reach fashion. But there’s a better option out there.
“Using the [Seattle] Seahawks, for example, their colours are very teal-ish green, which can be hard to style,” says Harris. “But it’s a World Cup year. It’s going to be a huge conversation in so many circles, and people are going to be aware of that. Plus, with football, original shirts have a longer heritage. There are so many different cultures which allow people to express themselves in fashion or on the pitch, which is more in-depth than NFL jerseys.”
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