The Arizona Coyote takes another step in their rebranding with their latest third jersey.
With the new design, the team has never strayed from their homes in their latest desert-inspired jerseys.
Created by the team’s creative strategist and global fashion designer, Rhuigi Villaseñor, the special edition ‘Desert Nights’ jersey will take on the Vegas Golden Knights at Mallet Arena on Sunday.
When Villaseñor, the founder and creative director of Los Angeles-based streetwear brand Rhude, was hired by the team in October, he trailblazed as the only fashion designer to work with an NHL team. Other teams like the Toronto Maple Leafs work with fashion brands.
“I wanted to approach the sport of hockey outside the box,” said Villasenor. “When I think of Arizona, I think of the colors of pottery and clay, the colors of the sun, the sunrises and sunsets, all these different tones that are part of the DNA of America. Our goal was to expand Arizona to the world, so we did that.”
One of the most important elements was changing the team’s existing howling coyote head logo.
Coyote has long scored style points beyond its franchise existence with its myriad of jersey choices.
Alex Meruelo Jr., Coyote’s chief brand officer, said, “It was important to us that the influx of sports, fashion and culture was at the forefront of it all, and that we were pioneers.” Having one Rhuigi use his fashion name and one of his brands is cutting edge and we’re thrilled about it.”
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Unlike logo-centric jerseys of the past, the Coyote featured “Arizona” front and center in sand-colored cursive. It represents the state flag. The shoulder patch gecko of the team’s original green third jersey is inside the collar.
The pants feature a sand-colored cactus design and pair well with a burgundy helmet and gloves.
Including Sunday’s game, the Coyotes will wear the third jersey at home 14 times this season. In addition to selling jerseys, the team will also launch a capsule collection of the same brand for clothing and hats.
“We drew a lot of inspiration from mountains to sand to meteors to cacti with gritty textures and edges,” says Meruelo. “The wordmark, for example, is very edgy, not straight and stiff, it’s curved and curved. We really tried to make the jersey from all over Arizona.”