Belleville Sens and Rien À Dire launch exclusive merchandise collaboration

The Belleville Senators are teaming up with Canadian lifestyle brand Rien À Dire on an exclusive, limited-edition apparel collaboration that fuses hockey culture with elevated streetwear design.

The British Columbia-based company is owned by former hockey player Zack Feaver, who has been growing his brand over the past two years. He says, like most young Canadians and players in the American Hockey League, his early life goal was to reach the top level of his favourite game.

“I’ve always been a creative guy, and like every kid from Canada, you dream of making the National Hockey League,” Feaver told BellevilleSens.com from his home in Chilliwack, BC. “But I think the biggest thing was that I didn’t want to be known just as a hockey player. I would do little hobbies on the side and was always aware of my style and fashion sense.”

Feaver says he changed his trajectory during a summer skate with a close friend, Belleville Sens forward Jake Chiasson, when he was 19 years old, and other players were starting to make visible strides ahead.

“I remember being on the ice with Chaser and a couple of other guys and thinking ‘damn, these guys are way too good,’ he laughed. “So, I realized I wasn’t going to make the NHL, but I want to do something in my life that I can reach the top of. Even if it’s not hockey.”

After another year of junior hockey, Feaver turned his focus to clothing and settled on the name, a French-to-English translation of ‘Nothing to Say’. Feaver says he leaned on a few friends in hockey circles to give Rien À Dire an early boost.

“The production and marketing process is tough, but I had a lot of guys who helped me. Whether they play in the NHL, AHL, or other high-level sports, they’d post a picture of themselves wearing it on their story, and that really got it off the ground. Everybody wants to be like these guys because they’re role models, they’re good humans, and good players.”

Through another close hockey connection, Tampa Bay Lightning draftee and former Syracuse Crunch standout Gage Goncalves, Rien À Dire quickly found its way into NHL locker rooms.

“Gage, Chaser, and I are super close; they’re like my brothers,” reminisced Feaver. “Gage was up in Tampa, and some of the guys told him they really liked the brand. So, he calls me up and says, ‘You’ve got to send hats right now.’”

“I sent him about 20 hats; he put the box in the middle of the locker room and told his teammates to grab one. Next thing you know, I’m scrolling on my phone, and Victor Hedman is wearing it in a post! I also saw (San Jose Sharks prospect) Macklin Celebrini wearing one! Word spreads that way, which is nice.”

“I said to my parents, ‘I told you I’d get to the NHL! ‘” quipped Feaver.

With a bit of help from Chiasson, a Belleville Sens X Rien À Dire collab has landed in the home dressing room at CAA Arena for players, with a limited drop of hats and t-shirts also for sale to Belleville Sens fans! The hat is a sleek black corduroy ball cap with vintage-inspired “Sens” lettering and a stitched side message that reads, “If you want to go far, go together.”

“John (Mathers) gave me some creative freedom and asked me to do something that ties together, he said. “It’s cool to stay involved with the game and this is an opportunity that not many people get, ever.”, said Fever. “The Sens were awesome to work with, and it’s like combining my two favourite things into one, hockey and designing and being creative.”

There are only a limited number of exclusive hats available starting at the club’s home opener on Saturday, October 18, against Toronto, with t-shirts expected to arrive in the near future as well.

“It came up randomly when I was hanging out with a friend, and then as the brand grew, I started to correlate it to ‘leaving people with nothing to say’.”

“Whether that’s your doubters, or the people that don’t believe in you. You do so well, or create something so incredible, that they literally have nothing to say, and can’t doubt you.”

As they get the new season underway, the Senators also look to silence their doubters and leave people with nothing to say. Except for maybe ‘Go Sens Go’.

Single-game tickets for the first half of the 2025-26 season are now on sale via Ticketmaster or at the Belleville Sens Box Office located inside the Quinte Sports & Wellness Centre. Details on season seat memberships, flex packs, premium seating, the Business Edge program, and more can be found by visiting the Belleville Sens Website.

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