The Ottawa Citizen May 24th 1991

The Ottawa Senators unveiled their summer collection Thursday at the Congress Centre -- home sweaters, away sweaters, black caps, white caps, T-shirts, golf sweaters.

All of them bear the image of The General -- the helmeted Roman soldier they hope will become as inspirational a symbol as the warrior on the Chicago Blackhawks' sweaters.

Tony Milchard, who designed the logo, was a nervous observer at the gala unveiling. He's the Senators' graphic artist, their Calvin Klein, as it were. Soon, he could be as busy as Klein, or any fashion designer, staging seasonal shows, responding to the fickle winds that blow through the sports fashion world.

After glimpsing the summer line, the city, indeed the entire hockey world, waits anxiously for the winter collection of scarves, toques, comforters and ear muffs.

On Thursday, the uniforms were modelled by a quintet of Ottawa-area former NHL players -- Ted Bulley, Peter Lee, Tim Higgins, and Fred and John Barrett.

As models go, Lee, Higgins and the Barretts have the hockey player look all right. But their presentation lacked that certain je ne sais quoi.

Bulley exuded jock chic. He sashayed down the runway with grace, or as gracefully as you can wearing a pair of skates. He pivoted smartly at the footlights to give the audience the full effect of the sweater, hockey pants and stockings ensemble.

Heyyy! they shouted. Sorry, no, that was Rock 'n' Roll, Part Two, by Gary Glitter, the fashionable song in hockey circles this May, that accompanied the show.

Anyway, at a boutique at the back of the hall, the full line of Senators' garments and accessories such as coffee mugs, lapel pins and pens was on display, complete with convenient price cards.

Frank Finnigan, the last living Stanley Cup-winning Ottawa Senator, was given a new sweater, with his No. 8 and nameplate on the back.

Strange, it seemed like just yesterday that Finnigan was given a Senators' jersey, complete with No. 8 and nameplate, and the familiar Peace Tower logo on the front.

Silly me. In fact, that was in August 1989, when Terrace Investments Ltd., launched its campaign for an NHL expansion franchise.

That's almost two years or several fashion generations ago.

But the word logo hasn't been replaced, Senators' CEO Randy Sexton explained, merely set aside, its slice of the sports merchandise market established.

Marketing, after all, is what this is about.

Senators' principal Bruce Firestone said the club may produce merchandise using the red-and-white, barber-pole jersey the original Senators wore.

Coca-Cola has new Coke, Classic Coke, Cherry Coke, Diet Coke; the Senators have Roman logo; Peace Tower logo; Shoulder patch logo; Classic logo. Something for every shopper.

Sexton said the Senators opted for The General because they wanted a proud symbol, one that exudes leadership, courage, commitment to community. A symbol like the Boston Bruins' 'B', which inspires virtuous qualities in those who wear it.

It's not design, of course, that causes the Bruins' sweater, or the Canadiens', or the Oilers' to produce that effect. It's tradition.

That cannot be bought or conceived on designer Milchard's light table. It must be earned through consistent excellent performance.

It could take years, decades -- eons, in the fashion industry sense.
Illustration

Color Photo; John Major, Citizen; Jock chic: Peter Lee and Ted Bulley model sweaters John Major, Citizen; (Frank) Finnigan's collection grows