PVCK is a premium hockey lifestyle brand that elevates and expands the product offering to the hockey market. We have a deep respect for the history and traditions of hockey which is expressed in the quality we offer and the clean looks of our line. We believe a hockey lifestyle brand should offer quality and fashion forward goods that meet today's diverse needs of the hockey community. PVCK is pronounced "puck". We spell PVCK using the Classic Latin alphabet, prior to the introduction of the letter "u", as a nod to the past and out of respect for the look and feel of old time hockey. In all honesty, we also like the mystery of it. We love the game and want to offer a brand that is at is core hockey-centric but can be adopted by a wider audience, simply for its quality and style.