Arizona Coyotes ice hockey franchise launches e-shop around Rhuigi Villaseñor-designed collections

Last October, Arizona Coyotes, the ice hockey franchise, chose Los Angeles-based designer Rhuigi Villaseñor, founder of the Los Angeles-based Rhude brand and creative director of Bally, as head creative. His first collections are now on sale on via an e-shop.

Blending culture, fashion and field hockey, the e-shop, which was launched in partnership with Fanatics as part of the NHLShop.com One Store program, was envisioned as the future of Coyote stores, a retail destination for consumers to discover new products, access exclusive merchandise, and find information about the inspiration behind its designers’ designs. 
 
“The launch of Coyotesshop.com is an important milestone for the Coyotes,” said Alex Meruelo Jr, Arizona Coyotes brand manager.

“Arizona has a diverse culture deeply rooted in sports, fashion and style. Through our e-shop and this partnership with Fanatics, we can make our Rhuigi-designed ‘Desert’ collection available to fans around the world. This collection blends the unique cultural elements of Arizona with a street edge through the lens of the sport of field hockey which is part of our plan to continue to innovate the Coyotes brand, with the ultimate goal of creating a Coyotes world that will allow us to super-serve our fans.
 
“Coyotesshop.com will be at the forefront of Arizona streetwear and culture, with street style and fashion at the heart of every design,” added Meruelo. The new store will feature the full line of products developed by creative strategist and international fashion designer Rhuigi Villaseñor, including the Coyotes’ third Desert Night jersey and the complete Desert collection including hats, hoodies, t-shirts and more. 

The Coyotes hosted a launch party on March 19 at the Riot House in Scottsdale with Rhuigi and hosted a creative workshop with a class of young fashion designers at Nowadays in Tempe, Arizona. 
 
“I am honored to collaborate with the Arizona Coyotes organization to reimagine the brand through culture and design. To me, it’s a part of the world that lives beyond the game and into the world of classic, iconic streetwear. It’s not just a brand, but a lifestyle brand in my eyes,” Villaseñor said.