Might be because the club has effectively let some focus group marketing team call the shot on what isn’t “just a number on a jumper”, but a piece of Hawthorn history.
I wonder what future historians will make of it. Hawthorn didn't issue the number 5 for 18 years as a tribute to Peter Crimmins. Collingwood haven't issued the number 42 in memory of Darren Millane. Many clubs hold back famous numbers for a year or so after great players retire. Sydney haven't issued 37 since 2015. When historians look at number 1 and try to ascertain why we haven't issued the number since 2010, they will find it was because Max Bailey preferred number 39