Breaking the Ice: Streetwear Brand Nahmias Heats Up Hockey With New Arizona Coyotes Collab

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Donis Nahmias grew up Skateboard and surf in the sunny, coastal enclave of Summerland, California, a town whose cozy name perfectly encapsulates the sandy beaches and peaceful disposition of its residents and surrounding area. As a teenager, Nahmias spent his mornings in the ocean and his afternoons on the basketball court, while his evenings were reserved for dreams—and machination — generate ideas for a day doing it in fashion. For Nahmias, “Winter” was just a word for the few months between Thanksgiving and Easter. in Summerland, snow and ice were as far from the mind as from the very name of the town itself.

And even more.

When Nahmias was approached last year to create a new apparel collection for the Arizona Coyotes hockey team, the menswear designer immediately jumped at the chance. Although he had never been on the ice (at least not without falling) or picked up a puck, the worlds of sports and fashion, Nahmias concluded, are beautifully intertwined — and this was a project he couldn't pass up.

“There's an art connection between sports and fashion,” says the Coyotes' newly announced Creative Strategist Rolling rock: “How do you work on your art, how do you want to overcome the limits every day, the competitiveness of the space. Both,” he says, “are art forms.”

And so when Nahmias got the call to design something for the Coyotes, the athlete — and him artist — in him he quickly got to work. Nahmias spent months researching vintage sports gear while experiencing the colors and textures of the Arizona landscape and the legacy of the NHL team and its fans.

The result: a four-piece capsule collection that includes a hoodie, sweatshirt, jersey, and hat, all rendered in Arizona-inspired colors of red, beige, black, and white. Taking cues from typography, street art and the desert, the pieces are designed to be worn on — or off — the rink, as fundamental to an active lifestyle as it is to kick back and watch the game from home. The collaboration also includes a pair of ice skates made in conjunction with Hockey Power, an iconic name in the sport. Although Nahmias hasn't put on a pair of skates in years, he says it wasn't hard to reimagine the ice hockey aesthetic.

“I've always looked to hockey for inspiration and to get on board,” he says, citing “the big jerseys, the old uniforms, the toughness of the players and the effortless glamor of fashion that maybe most people haven't noticed yet. I saw this collaboration as a special opportunity to tap into this space in the most authentic way possible,” he continues, “while offering a new lens on the game, the sport, and the fashion it naturally has.”

Limited edition merchandise will be sold at Coyotes home games at Mullett Arena and online at Common advertising campaign. Nahmias recently showed Coyotes players pieces from the collaboration, and some of them will be seen wearing the new custom-designed Bauer skates on the ice.

For Coyotes Chief Brand Officer Alex Muruelo Jr., Nahmias' pulse on fashion and genuine camaraderie made him the ideal partner for this project. “Donny has an aura about him that makes everyone feel comfortable,” says Muruelo Rolling rock. “We hit it off straight away as we both share a passion for fashion and sports.”

“I knew Doni was perfect for this collaboration when I went to his studio years ago and wanted to steal everything for my closet,” continues Muruelo. “He figures out what's hot before everyone else does. Donnie treats his people like family, puts people at ease when working with him, and that made him a natural choice to work with the Coyotes and our athletes.”