Justin Bieber. Kirby Lee-USA TODAY Sports

Look: NHL unveils dreadful 2024 All-Star jerseys created by Justin Bieber fashion brand

By Mike Santa Barbara | Last updated Jan 15, 2024 8:57 AM ET

Simple and clean is sometimes best, especially when it comes to jersey designs in sports. On the other hand, the minimalist approach can produce disappointingly lackluster results.

Such appears to be the case for the unveiling of the 2024 NHL All-Star sweaters.

On Saturday, the NHL released the first images of the jerseys some of the league's best will wear on Feb. 3 at Scotiabank Arena in Toronto, Ontario.

However, the collaboration with star Justin Bieber's fashion brand, Drew House, created an uninspired effort that looks generic at best and AI-generated at worst.

Here they are! The 2024 #NHLAllStar jerseys have been released. And they are a look. pic.twitter.com/rta1g7piBq
— icethetics (@icethetics) January 14, 2024

Perhaps NHL fans shouldn't be surprised after seeing the Bieber-inspired black Toronto Maple Leafs uniforms, a color the team does not wear and has never worn over its illustrious history.

I've been referring to the Maple Leafs' new black alternate uni, which was designed by Justin Bieber, as "BFBS" - my longtime shorthand for "black for black's sake."

But a reader just suggested that in this case it should stand for "Bieber for Bieber's Sake" - genius! pic.twitter.com/xjHIkklpFR
— Paul Lukas (@UniWatch) March 23, 2022

While change is always inevitable, what's old sometimes becomes new again. With that in mind, the NHL should take a page from its history by having players like Connor McDavid and Nathan MacKinnon rock another old-school reverse retro look, much like last season.

Maybe a flashback to the 80s?

NHL all-star weekend flashback. The Original Hockey Hall of Fame has a couple of these classic 80's all-star sweaters. Kirk Muller played in 4 all-star games for New Jersey (Wales Conference) and two more for Montreal. pic.twitter.com/bSb7dqb9uz
— Mark Potter (@mpott43) January 27, 2018

Mike Santa Barbara

Mike Santa Barbara is a Wilmington, Delaware native (Yes, it's a real place) with over a decade of sports writing experience. A diehard Philadelphia sports fan, he has two dogs named after Flyers and cried real tears when the Eagles won Super Bowl LII. You can follow him on X at @mike__sb

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