Meet Lacey Conine | Owner

We had the good fortune of connecting with Lacey Conine and we’ve shared our conversation below.
Hi Lacey, we’d love to hear more about how you thought about starting your own business?
My thought process for starting my own business came from being ill and having not worked in three years. Every time I began to get better and feel like I could join the workforce again, something major would happen – I’d get another diagnosis, an unexpected death in the family, you know – life.
I wanted to prove to myself that I could work again, and seeing as I ran my own successful businesses in the past, I figured why not start up a clothing brand about something I’m deeply passionate about – hockey. But, I wasn’t doing this for the hockey community at large – I started doing this for the underrepresented hockey fans who are my closest friends; queer folks; women; Black and Indigenous hockey fans and other fans of color; disabled; neurodivergent. I wanted to start a brand that was meaningful to me, the communities I’m involved in, and for my closest hockey friends.
It started out as a hobby, sure, but I quickly realized how much the community needed this brand. For one, they told me! I had countless people come up to me at in-person events all over the West Coast and tell me they were grateful for the brand, happy I was there to support them. I have had people write me handwritten letters and notes about how much they appreciate the brand; people have told me that it’s helped change their lives, helped change hockey communities and jobs within the hockey industry. Things that I just NEVER expected to hear about a brand started as a silly hobby. I do take it seriously and feel so much pride when people tell me these things. I think my favorite thing about running this brand is vending in person and seeing people’s reactions to it: the “OH MY GOD” face, the laughter, the shock, the joy! It’s so very awesome, and I hope to continue introducing people to the hockey brand they never knew they needed, but wanted so bad!
Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
It’s hard to separate Double Hockey Stix from myself – I am so deeply passionate about social justice and activism for the things I stand for, that that deeply engrains itself into my work.
DHS is an edgy, sometimes risque, contemporary, and unique hockey clothing brand for fans, players, and underrepresented people in the community. I focus on women, queer folks, disabled, neurodivergent, and people of color, because those are the communities I hail from, and there’s nothing ever targeted at people like us within hockey.
I did not see anything like this in the hockey community, and frankly, no one has, because it didn’t exist before Double Hockey Stix. I saw a niche, I knew I wanted clothes that represented myself, my lifestyle, my sense of humor – so mostly I started this for me and my closest hockey friends who felt the same. But ultimately, when I saw how badly other people needed this kind of thing, I realized that I had something and needed to take it more seriously.
The brand itself is quirky and funny, and doesn’t take itself too seriously. Behind the brand and interwoven into it are all the things I care about deeply and want to impact within the hockey community, specifically, as mentioned above. It’s important for all of us to have a voice, because at the end of the day, there’s more people than just white straight men who love hockey and want to celebrate it in our own diverse way!
Was it easy? No, it never is when you’re trying to make an impact. There’s always going to be haters, people who are jealous, people who want you to fail, people who don’t understand. There’s always going to be loud voices causing distractions, but it’s all just noise. If you see this brand and you don’t like what we’re doing – then simply, it’s not for you. This brand is inclusive to the diverse communities aforementioned, but it’s certainly not “for everyone.” It’s for US. Finally.
What makes it worth it is supporting women’s hockey, seeing queer and trans hockey players appreciating the brand when we get to vend in person at hockey tournaments. Knowing our Black customers and Indigenous players and fans feel safe buying our clothes because we are vocal about including them, and I’m also a POC. Seeing neurodivergent, autistic, chronically ill, mentally ill, disabled folks buying things knowing that the person creating the designs also lives life dealing with all those things too. DHS is relatable in an authentic way because this is exactly who I am – and my customers are exactly who they are, and they GET to be those things with DHS.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If you’re a hockey fan (or not!) coming to visit me, we would have to start our tour at Great Park Ice, the newly built practice arena for the Anaheim Ducks. It’s a beautiful facility located on a giant park, complete with food vendors, parks, outside sporting areas, activities like the giant-tethered hot air balloon, and water park next door.
Great Park Ice has 3 sheets (of ice) that are NHL-sized, and one Olympic-sized, where the Ducks practice, along with local ice skaters and hockey players at all ages and levels. It is the biggest Ice facility on California and one of the biggest in the US. On most Ducks practice days, their practices are open to the public. You can call the night before or the day of and ask what time the practice is, what rink they’re on, and if it’s open to the public.
From there, we would have to hit up an Anaheim Ducks game at Honda Center. Although currently under construction, Honda Center is a relatively easy arena to get to.
If you’ve never been to an NHL game, you don’t know what you’re missing! They are loud, exciting, intense, and high-speed. The food is good, the company is better, and there is no such thing as a bad seat at Honda Center. Over the next few years, Honda Center will be in the thick of The OC Vibe, a new center for entertainment, shopping, living, and dining.
Brewery X is a great local spot for the entire family (and pets) to come and watch some games. A lot of times they have local vendors vending inside. The food is always incredible, and the atmosphere is fun and inviting.
If you need something a little different to shift gears, I’d bring people to my partner’s tiny store in Santa Ana – the Slushcult Mini Mart. Open Thursday-Sunday, the Mini Mart brings a unique environment within the skateboarding community – Fingerboards! That’s right, an entire store (200sq. feet!) that’s entirely dedicated to mini skateboards. On Saturdays you’ll generally find 100+ people fingerboarding on hand-made parks out in the vibrant SoCal sunshine. If it gets too hot, the Mini Mart offers AC (only a few people at a time can fit, so be sure to share the space!), some video games, shopping, and cold drinks.
Santa Ana is a fun unique city in Orange County that has a ton of culture. After the Mini Mart, you gotta check out Collective 2One9 across the street, and 4th Street Market for a great selection of local and quality food.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Shoutout to my partner who is also a small business owner. If not for him, I’d never have the time, resources, or power to do this on my own. @slushcult www.slushcult.com
Shoutout to the Anaheim Ducks community and my extended hockey communities. I love you all and wouldn’t be here without your support and friendship.
Jesties, it’s always all for you <3
Thanks to Anna of ADG Mercantile who submitted me for this interview!
Website: https://www.doublehockeystix.com
Instagram: @double.hockey.stix
Twitter: @dblhockeystix
Image Credits
“Off Szn Vibes” beach photo by Jordan “Jordy” Hardin of @MightyDucksOnFilm Instagram (used with permission)