Montreal-based premium menswear brand Psycho Bunny is making a bold move into the hockey world, announcing National Hockey League (NHL) defenseman Lane Hutson as its newest brand ambassador. This strategic partnership marks the brand’s entry into one of North America’s most passionate sports communities, further expanding its growing presence in the athletic space.
Lane Hutson, a rising star playing for the Montreal Canadiens, embodies the brand’s ethos of boldness, creativity, and confidence. He will feature in upcoming Psycho Bunny campaigns and social media content, showcasing the brand’s latest collections both “in and around the rink.” The NHL’s recent relaxation of its dress code, which no longer mandates suits and ties for players, provides the perfect opportunity for Hutson to sport Psycho Bunny’s stylish and playful designs.
Anna Martini, chief executive of Psycho Bunny, expressed enthusiasm about the partnership, stating, “Lane embodies everything Psycho Bunny stands for: boldness, creativity, and confidence. He stands out both on and off the ice, and we’re excited to welcome him to a very talented roster of brand ambassadors.”
This move follows Psycho Bunny’s ongoing efforts to strengthen its footprint in sports, with existing ambassador partnerships in tennis, golf, and lifestyle sectors. Notable ambassadors include tennis player Alexei Popyrin, who wears custom-designed performance pieces from Psycho Bunny during competitions, and former world No. 1 and US Open champion Andy Roddick. These collaborations highlight the brand’s commitment to blending premium craftsmanship with athletic functionality.
Founded in 2005, Psycho Bunny initially gained recognition for its premium polo shirts. Over the years, the brand has evolved to offer a full range of apparel and accessories for men, women, and children. In 2024, Psycho Bunny introduced ‘The Bold Standard,’ a collection that merges premium craftsmanship with playful design, further solidifying its reputation for high-quality, distinctive fashion.
With Lane Hutson on board, Psycho Bunny is poised to capture the attention of hockey fans and fashion enthusiasts alike, reinforcing its position as a dynamic player in both sport and style.
