For some Chicago Blackhawks boosters, there is no such thing as too much. In case you doubt that statement, show up at any home game for a look at serious fanatics dressed to the max.
And if it's full service you're looking for, new this season is a United Center touch-screen concession (near the ground-floor entrance to Sections 103-104). There, you can choose your jersey style and color, then type in the name you want personalized on the back and have it delivered to your seat before the game is over.
Need the real, real thing, a jersey worn in a game by a Blackhawks player? Find them starting at $400 at the Blackhawks Store, 333 N. Michigan Ave., the official shop for autographed and player-worn gear, including gloves (from $100), skates (from $200) and sticks (from $125).
Dressing in team clothing is definitely not just a guy thing.
"Women's items have been huge," says Linny Little, director of retail, citing burnout retro logo T-shirts ($28) as among the top-five best-sellers.
For deeply invested fans, there's the option of shopping at shop.nhl.com for the leather red-and-black recliner ($1,599.99, reduced to $999.99), Tiffany-style Blackhawks lamp ($499.99) and a huge (11-by-13-foot) Blackhawks rug ($799.99, reduced to $699.99) topped with a set of Blackhawks bar stools ($119.99 each).
EBay sellers have Blackhawk fingernail tattoos ($4.75), a Blackhawks hockey puck computer mouse ($6.95) and a construction headlight hard hat for $99.99, to name a few of the more obscure, covetable items found there.
But what if you want to support your team in subtle style, steering clear of the team logos and sports shops?
Totally doable, says Chicago stylist (and huge sports fan) April Francis (thehautecloset.com).
"It's all about using (team) color in a way that you don't go straight for the hockey jersey," Francis says. "Going more unexpected can be more versatile, and you're not going to look like everyone else." She suggests buying a shirt, blouse or dress in red-and-black plaid. Also, big blocks of team color -- a red down coat, scarves in red and black, red gloves, hat, tights -- have maximum impact. (And these would be two-fers that would also work for Chicago Bulls games.)
"Invest in pieces that will work for the Blackhawks game and in your regular wardrobe," she advises, but don't go crazy. "I wouldn't recommend red jeans."