Sean Avery’s New Frontier: T-Shirts

87441409 Sean Averys New Frontier: T ShirtsBlue & Cream, the hip downtown boutique with locations in the Hamptons, has a couple of new T-shirts on sale. There is one showing a skull and hockey sticks instead of bones with the name “Avery” (as in Sean) printed along with his Rangers jersey number 16. Another has Mr. Avery’s visage printed in a “Wanted” poster with details like “Resides: NYC; Height: 5’10; Weight: 195 lbs; Fights: Yes.” His “aliases” according to the T-shirt are The Enforcer, The Agitator and Mr. Page Six. Mr. Avery even models the T-shirts, which retail for $60, on the store’s Web site.

It seems Jeff Goldstein, the owner of the store, who the Observer profiled in 2008, has decided to capitalize on all that makes Mr. Avery interesting: testy hockey player, former Vogue fashion intern, co-proprietor of Warren 77, hunk adored by the ladies. Mr. Goldstein—who grew up in New York partying with socialites Charlotte Ronson, Shoshanna Lonstein and Claire Bernard, and who is perhaps best known for the Lamptons T-shirt—as in “lounging in the Hamptons”—probably fully understood Mr. Avery’s sudden clout (since last year) in social New York. A description on the white T-shirt warns the public to call the authorities should they spot the suspect but not to attempt to apprehend him on their own as he is dangerous despite being “charming and stylish.” This notice ends with “Don’t hate just because you can’t get into the party.” Expect to see these T-shirts on the sorts of people who usually get into the party.