Lauren Kyle’s Sportswear Brand Gains Attention with Team Sweden Jackets
Lauren Kyle, wife of Edmonton Oilers captain Connor McDavid, introduced her sportswear brand, Sports Club Atelier, in December of last year. The brand has been steadily gaining recognition, and on Friday, the apparel received a boost from the wife of McDavid’s teammate, Mattias Ekholm.
Ida Björnstad, who is married to Ekholm, shared a photo on her Instagram story featuring a Team Sweden jacket from Sports Club Atelier. The jacket was designed as part of a collection released during the 4 Nations Faceoff tournament.
A Closer Look at the Team Sweden Jacket
The image posted by Björnstad showcased her wearing the dark blue jacket, which prominently displayed an embroidered Team Sweden logo on the back. The logo featured a Swedish flag enclosed in a shield, with the word “Sweden” written in gold cursive beneath it. Additionally, the jacket included three yellow crowns positioned on the upper back, symbolizing the Swedish national emblem. Below the logo, the brand name “Sports Club Atelier” was clearly visible.
It is believed that the photo was taken at Rogers Place in Edmonton during the Oilers’ matchup against the Winnipeg Jets on Thursday. Expressing her admiration for the apparel, Björnstad captioned the image with, “Also obsessed with this jacket,” while tagging both Lauren Kyle and the brand.
The Launch of Sports Club Atelier and Oilers’ Support
When Lauren Kyle officially launched Sports Club Atelier, she did so in partnership with the Edmonton Oilers. The launch event was attended by several partners of Oilers players, including Celeste Desjardins, fiancée of Leon Draisaitl, as well as Madison Brown (wife of Connor Brown) and Mara Teigen (fiancée of Evander Kane).
Lauren Kyle’s Insights on the Sweden Jackets
During the 4 Nations Faceoff tournament, Kyle shared insights about designing the Team Sweden jackets. While attending the Canada vs. Finland game in Boston, she discussed the creative process with ESPN’s Kat Ellis in a glass-side interview.
Kyle emphasized that she maintained a neutral approach when designing the jackets, despite some playful remarks from friends suggesting that she might give Canada’s design special treatment.
One of her friends, Mel, humorously speculated that Canada’s jackets would be made with extra care. Kyle refuted this, saying, “No, no, no. I thought my friend Mel was on the other team too. She was like, ‘You’re for sure gonna make Canada’s much better.’ I’m like, I’m actually not. I’m going to be so neutral.”
She also explained that the Sweden jackets were created as a limited-edition collection specifically for the tournament. Beyond this event, Kyle revealed plans for the brand’s expansion, stating that new collections are expected to launch in the spring, with future expansion into other cities.
Beyond Fashion: Kyle’s New Business Ventures
Aside from running Sports Club Atelier, Kyle is also preparing to launch a bar, restaurant, and furniture store in downtown Edmonton. The upcoming establishments, named Bar Trove and Trove Living, are set to open in mid-April of this year.
Her growing involvement in both the fashion and hospitality industries indicates a broader entrepreneurial vision, as she continues to expand her influence beyond sportswear.