Emerance Maschmeyer, the starting goalie for PWHL Ottawa has launched her own brand, EM38 as a way to connect with fans.

In a world of athletes becoming their own brands, it is only natural that athletes brands would begin in the PWHL. Across the league players have begun to start their own brands, a first player has hit the nation's capital as Emerance Maschmeyer launched her EM38 brand.

The brand for Maschmeyer is a way to connect with her fans. The brand launched with hoodies and hats with the brand's logo, as well as motivational words on some of the hoodies and hats such as “Destiny is earned” and “Game Time.”

“I wanted a way to connect with my fans and we are doing that through apparel,” said Maschmeyer. “ I think there's been a little bit of a lack of apparel this year. I think there's a lot of fans that want to wear Ottawa or PWHL apparel. I think it's just another way to show how much I appreciate them.”

The idea started for Maschmeyer when she chatted with her friend back home in Alberta who had an embroidery company about making a brand. However, the discussions never became serious until recently.

The plan is to expand the merchandise, when asked if she might expand to a “Mini-Masch” merch line for babies and kids as Maschmeyer and her partner Geneviève Lacasse are expecting a new baby with potentially some merchandise for their baby boy.

“There's exciting things to come. So I'll leave it there,” said Maschmeyer as she laughed.

When asked if PWHL Ottawa fans should expect Maschmeyer’s teammates to be wearing some merchandise.

“Oh, yeah. You'll probably see a few of them wearing some merch,” said Maschemyer as she smiled.