Edmonton company partners with Oilers to launch ‘functional fashion’ fan gear

'The whole idea was to just make stuff that people could wear inside the rink and also outside the rink and not feel like they're wearing a bright orange piece.'

An Edmonton company has released a new line of Oilers fan gear meant to embrace a more street style design.

“The whole idea was to just make stuff that people could wear inside the rink and also outside the rink — and not feel like they’re wearing a bright orange piece,” said Kyle Nichols, the founder of Local Soft Goods.

The clothing line features casual wear made with what the company describes as “premium fabrics,” and will be launched at Ford Hall pop-up Edmonton Oilers shop ahead of Thursday’s game at Rogers Place against the Boston Bruins.

“(The idea) stemmed a couple years ago just in conversations with the Edmonton Oilers,” Nichols said. “Bringing a fresh look to fan wear, and offering the Edmontonian fans something a little different.”

The line of clothing includes hoodies, crewneck sweaters, t-shirts, as well as hats and jackets. But instead of the traditional orange and blue Oilers colours, the merchandise is nearly all black with only the smallest hint of team colours.

“I wanted to build some merch that really spoke to me and my friends — the demographic that is up and coming,” Nichols said.

“Just really push the envelope with merchandise in the direction of how sports memorabilia is represented in the NHL.”

Nichols, who has worked in merchandising and promotions for nearly 15 years, believes there is a desire for a locally-designed team line that can be worn for many years outside of the game environment.