July 2025 — The second episode of THREADS is even more packed than the first! June was a busy month as the St. Louis Blues and Boston Bruins officially revealed their retro rebrands. And we got sneak peeks at new third jerseys for the Ottawa Senators and Seattle Kraken.
The highlight of this one is my interview with the @StLouisBlues VP of brand, Brenda Wilbur, who provided some fascinating insights into the team’s redesign process.
▪️ CHAPTERS ▪️
00:00 – Intro
00:28 – Red Wings Centennial Logo
01:49 – Blackhawks Centennial Jersey
03:25 – Blues Rebrand: Logos
08:20 – Blues Rebrand: Uniforms
10:33 – Bruins Rebrand
13:52 – Senators Third Jersey Preview
15:12 – Kraken Third Jersey Teaser
16:12 – 2025-26 Anniversary Logos
18:02 – Draft Night News
20:13 – ECHL New Mexico Team Names
THREADS is a monthly recap of news and reviews from across the hockey branding universe.
Featured teams in this episode: Boston Bruins, Carolina Hurricanes, Chicago Blackhawks, Columbus Blue Jackets, Detroit Red Wings, Minnesota Wild, New York Islanders, New York Rangers, Ottawa Senators, Philadelphia Flyers, Seattle Kraken, St. Louis Blues, Utah Mammoth, Winnipeg Jets, and ECHL New Mexico.
[Interview recorded 6/26/2025]
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34 Comments
Someone please put the New Jersey Devils in touch with Rare.
Yeah cougars and falcons def did not fit Detroit lol
I want a lightning rebrand. That plain blue is boring
Great video! Any news on the Blackhawks having a centennial alternate and away jersey like Boston did a few years ago?
Blues and Bruins both spot on with their throwback rebrand.
Oh man the blues, like the bruins fumbled the rebrand on the goaline. both could have been 9+/10's but the numbers being monochrome and the black socks really stop these jeserys becoming peak uniforms. Also the stupid ads on the jerseys really mess with the anniversary patches, really ruins the look
Been waiting for the Blues to go full time with that sweater set.
They're beautiful
WE NEED THE PINK RIBBON ON THE ISLANDERS JERSEY THIS YEAR FOR SUPPORT! I don't care if it's just about Matt's mom. Do it for all teams' players relatives death…it's amazing to see. If that isn'r a thing for this season, i don't why they decided against it. it's a cool tribute in my opinion for one year for a certain player whenever
Do you think the Florida Panthers will ever bring back their Reverse Retro 2.0 palm tree and stick as a third jersey with Fanatics?
As a sens fan im pretty disspointed with the jersey.I was hoping for just a red swap of the black senagoth from the early 2000s , thing would print money. Ill give it a chance though and i have a feeling it will grow on me.
can’t wait for the captains patches to be in the armpit, because the advertisement is obviously more prominent
Chris HOW many Emmys are in the background there?!?!?! I knew the production value was crazy here, but now I'm no longer surprised!
The Mighty Ducks of Anaheim!
5 words
Really curious to see what the Rangers come up with for their centennial jersey.
The lady from the Blues said they went with one color numbers just like Toronto & Detroit.
Those teams only have one color Toronto Blue…
Detroit Red
…..
St Louis has Blue & Yellow
It's not the same they should have gone with 2 color numbers
The Blues white is so very good
IVe been following since 2008 on the original website I really love the channel
I really wish you got more support here on YouTube, these are genuinely the highest quality sports videos on the site!
Lets gooooi
Older, prone to injury, expensive player? SIGN DETROIT UP!
So when is that Hurricanes rebrand that has been rumoured for years?
love the part where they have the sponsors just as they did 100 years ago very classy
When I squint, the logo on the new Blues home jersey just blends with the background. The white outline could have been kept. Not big on the yellow numbers either.
so pumped about the bruins throwback rebrand. best jerseys.
The Blues White jersey is the nicest white jersey in the NHL, Blues- Red Wings- and then there is the rest. I'm a Leafs Fan
The red wings could definitely use a complete jersey rebrand just need something fresh maybe use the old logo as the main logo
He should get the purple ribbon on his jersey for the season, it be be a nice touch 😊
14:29 Ottawa's original gold is one of my favorite looks.
I always loved the Blues double blue color scheme, and think that that technique with a dark and a light version of the same color is hugely underused, so I'm sad to see that go. But it's hard not to love those new secondary logos, and at least the Kraken came into the league carrying the double (even triple!) blue torch, so at least that's still around. I'd kill to see somebody try that with green. C'mon Wild, do two shades of green at once, you know you wanna…
And count me among those pissed that the Bruins can't right a historic wrong with the socks. IMO, the yellow socks were as much a part of their overall uniform as the spoked B. And I far prefer them with a shoulder yoke as well. IMO, the Bruins took a step backward with this one. The 2007-8 set was peak Bruins uniform, IMO. Maybe the 1969 set where they had the yoke and the yellow and black B- that does work better.
Love to see your work being featured by the teams!
My hope is the Minnesota Wild would rebrand their jerseys to honor the old Fighting Saints, keep the bears head as the crest as always.
Do not understand why the Bruins sweaters only have a patch on one side. Looks dumb.
due to the new blues and bruins rebrand because they both played against each other in the Stanley Cup final in 2019 and Blues won in that year so good for both of them.
Crazy to hear the name Denver Cutthroats. One of the most chaotic hockey games I have ever been to