Fans of the St. Louis Blues will have the opportunity to purchase the team’s new jerseys at the STL Authentics Team Store starting Monday, Sept. 8. The store, located at Enterprise Center, will be open from 10 a.m. to 5 p.m. on Monday and from 11 a.m. to 5 p.m., Tuesday through Saturday.
The jerseys can also be ordered online through STLAuthentics.com, with shipping beginning on Monday for most orders. Customization may extend delivery times.
Steve Chapman, Blues Executive Vice President and Chief Revenue & Marketing Officer, commented on the community’s reaction: “The response from Blues fans, our alumni, our organization and really the sports community in general, has been overwhelmingly positive,” said Chapman. “We can’t wait to see these sweaters on the ice, in the stands and on the streets as Blues fans proudly represent St. Louis around the globe.“
The new uniforms are inspired by previous heritage kits worn by the team during notable events such as the home 2017 Winter Classic and away 2022 Winter Classic games. One significant change is that the new away jersey now features white instead of cream. Additional updates include single-color numbers for better visibility and a new interlocking STL logo displayed on the pant leg. The current royal blue home sweater will become an official third jersey.
In terms of color scheme, the team is returning to its original blue and yellow palette first used in 1967 but with adjustments for improved consistency across different uniform fabrics. Royal blue has been used as a primary color since 1984; however, this change aims to honor tradition while energizing the brand.
The iconic Blue Note logo has also been updated by removing beige accents found in previous versions and enhancing keylines with thicker blue and yellow borders along with slight reshaping of its form. This updated Blue Note will appear on both home and away jerseys.
For more details about all aspects of the Blues’ rebrand, visit https://www.nhl.com/blues/news/a-comprehensive-look-at-the-blues-rebrand/c-347733776.
