Home / Reckless Wolf’s Sexy Scrimmage: Finally, A Lingerie Line for Hockey Fans
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Ask any woman who’s got a male hockey fan in the house and they’ll tell you — the second that frozen puck hits the ice, the rest of the world becomes meaningless. Guys follow the puck with the unblinking focus of race dogs chasing a metal rabbit, breaking their concentration only long enough to grab another beer. A bevy of naked supermodels could walk past and no one would notice.

That truism adds a nice comic twist to the hockey-themed fall photo campaign and video from edgy UK lingerie label Reckless Wolf, which shows a scrimmage among beefy, bruised players who are oblivious to the slinky, lingerie-clad fans around them.

It is, as far as we know, the first time the addictive winter pastime has been associated with the steamy world of erotic women’s underthings. If this were a Canadian brand, it would be front-page news.

But the connection between hockey and sexy underwear isn’t just a promo gimmick for Reckless Wolf, which, as it turns out, really knows its game.

“The concept came about due to my love of hockey,” Jade Little, the brand’s founder and designer, told Lingerie Talk. “After living near Boston for a year I went to many Bruins games and got hooked. Then I met my partner, who is a (Montreal) Canadiens fan. Game night is always interesting here.”


The Ice Hockey video and lookbook showcase three new style ranges for the year-old Reckless Wolf, whose powerful strappy looks and geometric cutouts were an immediate hit in the British market.

The label’s branding is based on animal themes with erotic double meanings: style ranges are called Hunted, Prey, Howl and Caged, and the company’s followers are known as the Wolf Pack.

For Fall 2014, Reckless Wolf introduced three new black-and-white ranges, led by the jaw-dropping Raw multi-strap set and the mesh Wild line with a distinctive ‘W’ built into each design.

The Ice Hockey shoot shows a pair of Wolf Pack girls watching from the sidelines and joining the players on the ice, in the dressing room and even in the showers — not that the guys pay them much attention. But the reality behind-the-scenes was a bit different.

“We put a call out for guys that wanted to be in this kind of shoot and we had a great response,” Little said. “Girls in lingerie seemed to sway them to be involved.”

The shoot took place in July at the Guildford Spectrum recreation complex south of London and involved “real” players from two teams, including some from the British Elite league. The crew worked from 7 p.m. to 5 a.m. to complete Reckless Wolf‘s first video, and the models “were equipped with big fluffy dressing gowns and hot water bottles” to keep out the cold.

“The main message behind all the campaigns we shoot is empowering women,” Little said, “but, unlike other brands, we want to involve the men. 

“I think hockey has a lot of the same characteristics that Reckless Wolf embodies,” she added. “The danger element, the fast-paced excitement, but also a great contrast between the hardened players and the softer seductive side of the girls in lingerie.” 

And if you feel sorry for the battered gladiators in this contest, don’t worry: the “bruises” were added “after a couple of the players wanted to be made-up too,” Little said.

Below are some more images from what is surely one of the year’s most original lingerie campaigns. Credits appear at the bottom.


Credits: Jay McLaughlin, photographer; Matty Melvin, videographer; Gabriella Kuti and Hannah Owen, models.

Posted in Reckless Wolf

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