Two iconic Canadian brands, October’s Very Own (OVO) and Sherwood Hockey, have teamed up once again to deliver the Winter ’25 Shinny Collection. This latest collaboration, available as of January 17, celebrates hockey’s grassroots culture while showcasing OVO’s signature black-and-gold aesthetic. The collection features premium hockey gear and apparel that bridges the gap between sports and streetwear, with items designed for both on-ice performance and everyday wear.
Sherwood Hockey, a division of Canadian Tire since 2018, has established itself as a disruptor in the hockey industry. “We’ve always believed hockey is more than just a sport; it’s a culture,” said Brendon Arnold, Associate Vice President of Brand Management at Sherwood Hockey. “This collaboration reflects that belief by speaking to a new generation of athletes and fans who value self-expression and creativity.”
A Collection Born from Collaboration
The Winter ‘25 Shinny Collection marks the second collaboration between OVO and Sherwood. Items include a hockey stick, gloves, a jersey, a rink suit, hoodies, a beanie, a bucket of pucks, and a custom hockey bag. Each piece integrates OVO’s luxurious design ethos with Sherwood’s expertise in hockey gear.
“The idea was to create something authentic to hockey culture while offering a premium, designer feel,” Arnold explained. “This collection isn’t just for players; it’s for anyone passionate about the sport.”
A standout feature of the collection is its focus on accessibility. Unlike many high-end collaborations, the price points remain reasonable. Arnold elaborated: “We could have gone with our high-performance gear that retails at over $300, but we wanted this collection to be more inclusive. It’s designed for shinny players, street hockey enthusiasts, and fans who just love the game.”
Hockey Culture Meets Streetwear
Arnold reflected on how hockey has evolved since Sherwood re-invented itself and re-entered the market in 2020. “Back then, terms like self-expression and creativity were almost taboo in hockey circles,” he said. “But today, the sport is becoming more inclusive, and collaborations like this are helping redefine its culture.”
For Arnold, grassroots hockey serves as the soul of the game. “Growing up, we all remember those freezing winter mornings heading to the outdoor rink with friends. That’s where the passion for hockey is born,” he noted. The collection pays homage to this heritage, with pieces designed for shinny and street hockey.
The OVO x Sherwood hockey stick, for instance, is modeled after Sherwood’s Encrypt Stick, used by NHL stars like William Nylander and Matthew Tkachuk. Subtle binary code details, unique to the collection, carry hidden messages for fans to discover.
Signature Items with a Canadian Twist
Highlights of the Winter ‘25 collection include:
- Custom Hockey Jersey: Made in Canada, the jersey features Sherwood and OVO emblems, with the number 10—a nod to Drake’s October birthdate.
- Hockey Bag: A stylish black-and-gold bag adorned with OVO’s Chrome Owl logo.
- Bucket of Pucks: A playful homage to streetwear trends, turning a mundane hockey item into a collectible piece.
- Rink Suit: A full tracksuit blending classic hockey aesthetic with contemporary street style.
Even the hoodies carry a story. One design riffs on a controversial Toronto bylaw sign prohibiting ball hockey, scratching out the word “prohibited” to reclaim the streets for young players.
Selling Out Fast
Demand for the collection has been overwhelming. Within days of the launch, Sherwood Hockey’s online inventory was sold out. The collection is carried on OVO’s website and flagship stores worldwide.
“This collaboration isn’t just about products—it’s about creating energy around hockey,” Arnold emphasized. “When you combine OVO’s cultural influence with Sherwood’s heritage, the result is something truly special.”
Canadian Tire’s Role in Sherwood’s Rebirth
Sherwood’s resurgence owes much to its acquisition by Canadian Tire in 2018. As the world’s largest hockey retailer, Canadian Tire saw potential in repositioning Sherwood as a premium yet accessible brand.
“The decision was to aim high,” Arnold said. “We wanted to give young athletes a brand they could be proud of—something that reflects their individuality.”
This ethos has driven Sherwood’s recent partnerships, including collaborations with OVO, Disney, and NHL teams.
