Premium menswear brand Psycho Bunny has announced Montreal Canadiens defenceman Lane Hutson as its newest brand ambassador, marking the company’s first partnership in the hockey world.
In a release, the company said the collaboration highlights its commitment to celebrating individuality and passion “in every arena.” Hutson, described as a rising talent in the NHL, will appear in upcoming campaigns and social content.
“Lane embodies everything Psycho Bunny stands for: boldness, creativity, and confidence,” said Anna Martini, CEO of Psycho Bunny. “He stands out both on and off the ice, and we’re excited to welcome him to a very talented roster of brand ambassadors.”
As part of the partnership, Hutson will be featured wearing the brand’s latest seasonal collections “in and around the rink.”
“I’ve always thought your style showcases who you are,” Hutson said. “Psycho Bunny lets me do that in a way that feels authentic to me and I’m excited to represent a brand that celebrates passion.”
The company said Hutson joins the retailer’s growing list of athlete ambassadors across tennis, golf and lifestyle. The collaboration represents the brand’s first move into hockey, expanding its presence in North American sports.
Headquartered in Montreal, the company was founded in 2005 and is known for its bold designs, quality craftsmanship and distinctive bunny logo. The brand has expanded globally with nearly 180 stores offering a full range of apparel and accessories for men, women and children.
In 2024, the company introduced The Bold Standard, which it described as an expression of its commitment to quality, design and an “audacious, adventurous lifestyle.”
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