Ivan Demidov (Photo by Sarah Stier/Getty Images)
Montreal Canadiens forward Ivan Demidov has had a busy first season in North America — on and off the ice. In early December, Demidov and Gold Star Hockey, led by Dan Milstein, launched a new clothing line called ID93. The line includes hoodies, T-shirts and other lifestyle items, and it was designed to arrive before the holiday season.
Milstein spoke with RG Media about how the idea came together, what role Demidov played, and how the Canadiens’ rookie balances brand opportunities with his full focus on hockey.
The idea first came up during preseason business planning. With the NHL relaxing its dress code, Milstein felt players had more freedom to express themselves. He and Demidov discussed several options before deciding to create their own line.
“At the start of the season, as part of our business strategy, we met and discussed different product lines. The NHL softened its dress code, so one of the ideas was to create our own clothing line or to collaborate with someone. Ivan liked the concept.”
The first drop features sportswear, hoodies, and caps — and is only the beginning.
“We plan to continue developing the brand,” Milstein added.
The initial release is limited to the United States and Canada, but Milstein noted that global distribution is the long-term plan. He said Russia will likely require a separate distribution company because of logistics and regulations.
Why the First Images Used AI
Some fans questioned the use of AI-enhanced images in the initial promotional materials. Milstein explained that Demidov’s schedule simply made it impossible to organize a real photo shoot before the holiday launch.
“Ivan is fully focused on hockey… he didn’t have the opportunity to do a full photo shoot.”
Milstein said a full shoot will be done as soon as Demidov has a gap in his schedule between games.
According to Milstein, this is consistent with the rookie’s mindset: he does not want any distraction during the season. “He doesn’t want to be distracted by anything – not by interviews, and not even by a photo shoot for his own brand.”
The AI rollout produced one small error — Demidov appeared with a right-handed stick. Milstein called it an honest mistake that was corrected immediately and said the reaction demonstrated how engaged Montreal fans are.
“The actual shirts will be correct – with a left-handed stick. We’re grateful to the fans who noticed it right away.”
Demidov’s Focus: Hockey First
Because of Demidov’s popularity, Milstein said the agency receives about 20 serious sponsorship offers each month. These include both hockey-related and lifestyle brands. Even so, Demidov’s team has chosen not to take on new deals during the season. New projects will be reviewed in 2026, once the season ends. For now, the priority is development, not advertising.
Will Demidov go to Russia next summer? Milstein said no decision has been made and that his offseason plan will depend entirely on what best supports his preparation.
“His main goal is to prepare well for the next season, and the decision will be based on that.”
Demidov’s name continues to appear in Calder Trophy discussions, but Milstein said awards are not something the rookie thinks about.
“He doesn’t think about it at all. His priority is steady progress and helping the team.”
Milstein noted that many great players never won the Calder, and Demidov values long-term team success far more. “Individual awards are not his focus. His priority is the Stanley Cup.”
Milstein also said Demidov doesn’t track his ice time. After the rookie logged a personal-high 19:29 against Winnipeg on Thursday, fans and media noticed — but Demidov didn’t.
“He doesn’t worry about ice time… he’s one of the few players who truly doesn’t care about his minutes. He has never – not once – complained.”
For Demidov, Milstein said, the only thing that matters is giving everything on each shift.
Another Gold Star Prospect: Alexander Zharovsky
Milstein also represents Canadiens prospect Alexander Zharovsky, who plays in Ufa and has two years remaining on his contract. He said the hope is that Zharovsky eventually comes to Montreal – but only when he is fully ready.
“If he is as prepared as Ivan was, then yes – he will seriously consider it.”
Zharovsky has had a strong season, but Milstein said the next year and a half will be crucial. The goal is for him to arrive in the NHL prepared to contribute immediately.
“He needs to keep working on many parts of his game in order to come to Montreal, step into a top-six role and help the Canadiens win.”
