With the proliferation of throwback jerseys and heritage uniforms, it's easy for the casual fan to forget. The Cavs are suiting up in five different designs this year alone, and their retail shop at The Q offers several more options that have less to do with the official palette of wine and gold than with fashion merchandising.

So, other than that cynical suspicion that it's all about the money, what's the rationale behind all these different uniforms?

"Because it's fun," says Tad Carper, vice president of communications for the Cavaliers. "The players enjoy it, the fans enjoy it. And within the organization, it's just fun to have different looks. We try to celebrate the classic looks of years past. This year, we took it one step further by introducing five."

It's paying off for the Cavs on and off the court. Carper says merchandise sales are up 60 percent from this time last year.

"A lot of that is tied into the different looks we're offering this year," he says, adding with a laugh, "Of course, it might also have something to do with the tremendous season we're having."

Carper says every look reflects the history of the team.

"We're interested in being creative, but it all comes back to tie into our DNA and who we are," he says. "Even though we have five different uniforms in five color assortments, it still ties back to our brand."

Every new look is vetted by a focus group, and while the players don't have direct input into jerseys, they've expressed approval in "casual ways."

"We talk a lot about the different aspects we're traveling down from a marketing and promotion aspect with the players, and they've really embraced our approaches. That includes the different uniforms."

So do LeBron and Mo prefer, say, all-gold uniforms to all-blue uniforms?

"There's a lot of pride that goes into wearing some of the classic jerseys, especially the classics - the gold, with the red-strip 'Cavaliers' across the front," Carper says. "But as far as specific likes and dislikes, it's hard to say. I think it comes back to just what they feel the best in when they're winning.

"And this year, they've been winning in everything."

To reach this Plain Dealer reporter: kcrow@plaind.com, 216-999-4046