Penn State men’s hockey forward Ture Linden is well known for his success on the ice as a Nittany Lion. While Linden has been scoring goals and pushing Penn State to a 14-4-0 record, he’s also been working on creating his own clothing brand in his spare time.

Linden is currently designing and marketing an assortment of Penn State-themed beanies, hoodies, and performance tees on his website — made possible by NIL deals.

Linden had a hobby of creating his own clothing at a young age and began designing clothes as an opportunity to express his personality off the ice.

“This shows a little bit of my personality, with the athletic clothing that it is and the designs and the material and everything,” Linden said.

Linden’s website is only a temporary pop-up shop due to supply and demand. The website is currently scheduled to close at midnight on Sunday, December 11, but Linden is seeking to extend the deadline for folks to purchase his products. When the website does close, however, Linden plans to have additional items for sale on his social media platforms and continue the business there.

When student-athletes were granted permission to profit from NIL opportunities, Linden began working on his brand last season when he played for Rensselaer Polytechnic Institute in upstate New York. He began collaborating with NOVUS, a clothing company that works with many NCAA and professional athletes, to design and market custom apparel.

Upon the beginning of Linden’s partnership with NOVUS, he met with its designers and began selling merchandise soon after. Linden initially sold RPI-themed gear but has since grown his brand after transferring to Penn State prior to the beginning of this season.

“Coming here [to Penn State], I was pretty excited because obviously, it’s a much bigger market,” Linden said. “It’s been cool to kind of go through that process of designing it and then seeing people in it at the games and around. It’s pretty cool how it came to fruition.”

Linden’s teammates and coaches, both at Penn State and RPI, have helped him market and grow his brand since its inception. The Roar Zone, Penn State hockey’s student section, also pitched in.

“A lot of guys have posted about it. They helped me model for it a bit, too,” Linden said.

Linden plans to continue establishing his clothing brand and hopes to go to the “next level” through his partnership with NOVUS.

“It’s cool to represent that company and represent myself,” Linden said.

Aside from playing hockey, Linden’s work with the company could open up more doors down the road.

“It’s potentially another revenue stream or an area to show my personality and get people to support me, as well as to support a company which is very mission-driven and does lots of good things for the community,” Linden said.

Linden’s work in the classroom also helped him build his brand. The new entrepreneur completed a business and management program at RPI and is currently taking classes at Penn State’s Smeal College of Business.

“This is almost like a startup for me,” Linden said. “Something to put my skills to the test in the business world and do a lot of cool things with that and learn to market it myself. It’s good skill for me in the future.”

Folks can find Linden’s apparel here through Sunday, December 11.