Hockey icon Wayne Gretzky has teamed with Sears Canada to launch a casual menswear brand under his name.

Gretzky's licensing agent, IMG, brokered the deal.

“Sears is excited to bring Canadians a new high-quality line of clothing that has input from Wayne Gretzky and his stamp of approval,” says Ron Boire, president and chief executive officer, Sears Canada. “Wayne is a Canadian icon, representing best-in-class in sports and sportsmanship. This new brand of clothing, to be sold exclusively at Sears Canada, is part of our strategy to provide value to our customers with products of high quality at prices Canadians expect from Sears.”

Set to launch exclusively at Sears this fall, the lifestyle collection will feature knit tops, pants and sports jackets.

“I am thrilled to partner with Sears to bring Canadians this brand,” says Gretzky. “With Sears' extended national reach through stores, website and catalog, my clothing will be accessible to Canadian men who want to dress smart and do so affordably in all corners of the country.”