Connor McDavid’s wife Lauren launched her new clothing brand Sports Club Atelier (Credit: IG @laurenkyle1, @mcdavid97)
Edmonton Oilers captain Connor McDavid’s wife Lauren Kyle launched a new fashion business targeting Edmonton Oilers fans on Wednesday.
Kyle’s new venture, “Sports Club Atelier,” is an apparel brand that will offer “a curated selection of timeless, collectible, and quality pieces” designed by Kyle herself. The brand creates fashionable sweaters, tops, hats, socks and claw clips.
McDavid shared a simple three-word reaction on Friday:
“Proud of you,” he posted on his Instagram Story in support of his wife’s latest endeavor.
Connor McDavid Instagram Story @mcdavid97
The initial Instagram post showcased Kyle and friends modeling Oilers-themed athleisure wear including jackets, sweatshirts and other custom garments similar to the outfits Kyle and other Oilers wives and girlfriends donned during the team’s 2024 playoff run.
This fashion venture seems a natural extension of Kyle’s talents and interests. The interior designer runs her own firm Kyle & Co. Design Studio in Edmonton. She has also shared her passion for fashion, style and design over the years.
While Connor McDavid keeps plenty busy as the Oilers’ superstar captain, he made sure to share his support and pride for his wife’s latest endeavor. The simple “Proud of you” Instagram story post said it all.
Lauren and Connor McDavid have been a couple since 2016. They got engaged in 2023 and exchanged vows in Lake Muskoka, Ontario, on July 27, 2024.
Connor McDavid’s wife Lauren reveals her inspiration behind new apparel brand
Lauren McDavid’s latest venture is an apparel brand inspired by collegiate sportswear and Princess Diana’s iconic style. The current capsule collection takes inspiration from the history and aesthetic of university apparel, with a nod to Princess Diana’s sporty yet elegant looks in the 1980s and 90s.
“So, my inspiration is drawn from collegiate sports wear, so just the spirit and aesthetic and history behind collegiate wear, especially looking at Princess Diana era, specifically just big inspiration for the collection and every collection will look lot different,” Lauren said on Friday.
"Edmonton, we have such a rich history of hockey here."
The first collection of the #Oilers collab with Sports Club Atelier by Lauren McDavid has arrived!
These limited-edition items are selling quickly so get your preorders in now at https://t.co/HvU1K1KYly pic.twitter.com/VwFnfxRMxk
— Edmonton Oilers (@EdmontonOilers) December 13, 2024
She describes the collection as a limited edition, with the unique pieces never to be sold again after this initial launch. McDavid also reveals plans for a second collection to drop before the NHL playoffs, leaning into Edmonton’s rich hockey history and culture.
“The next collection will be, we’re hoping to drop before playoffs and that will have entirely different line of items. Edmonton, we have such a rich history of hockey here.”
As a collaboration with the Edmonton Oilers, Lauren is excited to partner with such a storied franchise that has a massive and passionate fanbase.
