Rating the goods

To diss such a patriotic collection would feel like treason and perhaps even disloyal to HBC’s fashion-savvy design team, five out of six of whom are Ryerson University grads. But fashion writer David Graham, stylist Derick Chetty and I did our best to be objective when we rated some of the pieces from the Olympic collection. We considered whether non-fashionistas such as the athletes would like them, if cool hunters would find them edgy enough and we thought about practicality of the fit and fabrics, and assessed how they would look on camera. Here’s what we found, replacing our customary four stars with maple leaves. Let us know what you think of the collection at www.thestar.com/speakout.

Hockey jersey

We admit that we in the fashion section aren’t too familiar with this iconic Canadian garment. What we can say is that when we saw this shrunken version ($ 75) on the cute male models at the presentation Tuesday night, we had no complaints. And we like that HBC resisted the urge to plop its logo on the chest. — B.M.

The parade hat

This trapper- style hat ($ 80 shearling, $30 faux fur) is destined to be a best- selling accessory. Contoured with a crown shape to fit snug like a helmet and with the flaps down, it was one of the few items with serious sex appeal. It will not only find favour with the athletes but with hip urban crews and their posse. I can already picture young Hollywood starlets sporting it with bare tanks and sexy jeans. — D.C.

The boots

Each winter, Canadians face the task of finding a winter boot that is both stylish and practical. Once the first cold snap arrives, practicality usually wins hands down. These $300 Mukluk- inspired boots ride the shearling trend but with the laces in the back instead of the front, they manage to straddle both the comfort and cool factors. They will look chic worn with jeans tucked in whether you’re schlepping around the city or trekking in the country. — D.C.

The scarves

You would think that the most recognizable element of HBC, the iconic blanket stripes, would be liberally used in this Olympic collection. However the colour- blocked scarf ($ 25) is the only accessory that proudly displayed them. Perhaps the design team didn’t want to overplay this trump card and is saving these heritage stripes for the parade uniforms and accessories. The Vancouver 2010 scarf, only available to athletes at the moment, is another story. You can already feel the power of this match made in marketing heaven: Canada’s oldest retailer and the 2010 Winter Games. The striking oversized lettering looks retro and has a vintage vibe, and if this is an indication of what’s to come, they are off to a cool start. — D.C.

In a world that often commodifies hard- bodied

athletes as sex symbols, it was a smart, even

modern move for the Hudson’s Bay Company

to package our Olympic team in fitted red

turtlenecks, trim but slouchy track pants with

double bands of white piping and slightly

shrunken fleece hoodies. While the uniforms

borrowed heavily from the notoriously bulky

snowboard and hockey culture, this line is cut

close to the physique.

Senior design consultant Tu Ly says the goal

was to create a cool and sexy collection that

readily identified each member as Canadian. This winter staple is one of the unsexiest items in the Canadian closet, but the HBC team was determined to make it cute. They streamlined the cut and used a lightweight Polyfil stuffing, eliminating bulk while still providing warmth. “ It’s as elegant as you can get,” Ly says of the $50 vest. “ And it folds flatter than a September Vogue for packing.” —B.M.

The vest The total look Toque

These uniforms are not burdened with too much technical responsibility. They do not have to stand up to the rigours of world- class sport. The real challenge for these clothes is to perform at retail.

I’m betting they will. But what about the Canadian athletes who are encouraged to trade pieces of their Olympic uniforms with athletes from other countries? They should remember, like the coureurs de bois who traded furs to the Hudson’s Bay Company back in the 1700s, that it’s important to make sure each trade is fair. — D.G. The collection includes a number of toques, but these knit

boarder toques ($ 20), while no doubt warm and cozy,

had little originality to distinguish them from any

winter hat that you would find in a snowboarding

shop or souvenir kiosk. However, this could work in

its favour, considering that distribution is aimed at

the masses. While no doubt practical on the

slopes, the bright primary colours and strong

graphics should also appeal to the young set — and

they are available in kid sizes. —D.C.