The Emergence of “WAG” Fashion and the Beloved Jackets
Graphic by Emma Novy
The NFL and NHL are two of the most notable sports leagues in the world…but what about the style? That’s where the “WAGS” come to deliver.
Sure, your favorite player has their own sense of style and the ever so iconic game day arrival outfits, but what we’re really here for, is “WAG season”, entailing what the wives and girlfriends are making and wearing as the season kicks off. The term “WAG” is an acronym meaning “wives and girlfriends” of a sports player, initially gaining popularity in early 2000s British media when referencing the partners of male soccer players. Eventually, the term made its way into the American and Canadian sports worlds. Linking it to leagues like football, hockey, basketball, ect. When it comes time for the high energy Stanley Cup playoffs or the nerve-racking Super Bowl run, it’s not just excitement for our favorite teams, but also to see what the WAGs will show up in.
Among this sea of fashionable trailblazers are notable names like: Kristin Juszczyk, wife of the NFL San Francisco 49ers Kyle Juszczyk, and Lauren McDavid, wife of Edmonton Oilers captain and NHL star Connor McDavid. These are women who have not only dazzled with their fashion and aesthetics but also with their designs and production of the beloved “WAG” jackets. During the 2024 Super Bowl run for the 49ers, Juszczyk, who is a fashion designer and co-owner of the “Off Season” brand, sported a custom, handcrafted coat with an embroidered “Super Bowl Bound” on the inside of both sleeves to support her husband, quickly becoming a breakout designer during the 2024 season. Her designs and craftsmanship were soon being seen on Taylor Swift and Brittnay Mahomes also during the Kansas City Chiefs Super Bowl run and soon available for others to adorn through her brand.
Another “WAG” icon is Lauren McDavid. Establishing her place in the NHL “WAG” scene through her chic playoff “WAG” jackets that have become a major aspect of the Stanley Cup playoffs. As soon as the playoff season begins, comes the excitement for what jackets the “WAGs” will pull off that year, gaining as much traction as the playoffs themselves. The anticipation of the jackets and their grand reveal sparking discourse, debates and reactions all across social media. Lauren McDavid, the owner of her very own brand “Sports Club Atelier”, founded in December 2024, runs the designing and production of the Edmonton Oiler’s “WAG” jackets. Most recently, she has been putting together gorgeous custom suede blue barn jackets for the 2025 Stanley Cup playoffs that detailed the names of their partners and team name in white embroidery on the backs.
In addition to her husband's team, McDavid’s creativity has also expanded into other NHL team circles such as the Winnipeg Jets, Dallas Stars and the Vegas Golden Nights, designing jackets for their “WAGs” as each playoff bound team geared up to play their first home games of their series, where the “WAG” jackets are debuted.
Another glimpse into WAG fashion arose during the NHL’s “4 Nations Face-Off” when once again, Lauren McDavid’s work was placed in the spotlight as she designed the bold red leather team Canada jackets proudly worn by the spouses in attendance of game 2. Hillary Trocheck, owner of Statement Threads Shop and wife of New York Rangers center Vincent Trocheck, would also design the custom Alo Yoga bomber jackets for the team USA WAG’s in the game 2 match against Canada.
Every year, as soon as the season begins and the playoffs roll around, the excitement for the WAG jackets and outfit reveals becomes deafening and an event in themselves, and it’s beyond clear why. The wives and girlfriends have set the tone and are set to stunt every season.