Meet the man Behind the Merch: Jay Deutsch of the Seattle Kraken

November 22 2021

Published in Published in KOMO News

SEATTLE — You can’t go anywhere around Seattle right now without seeing someone wearing Kraken gear. From hats to hoodies to hockey jerseys, that “S” has turned into a fashion statement.

One of the hottest stores in Seattle right now has people lining up dozens deep and jockeying for a spot at the cash register.

They call it The Lair. The king of this lair is Jay Deutsch. Deutsch is CEO and co-founder of Woodinville based merchandising company BDA. He had to compete against other companies for the rights to sell all things Kraken, even though he’s also a co-owner of the team.

“There’s a lot of pressure from my co-owners,” Deutsch said. “But their pressure isn’t, what are we selling from a dollar standpoint. At all. Theirs is, are we doing the right things for the fans.”

Judging by fan reaction, that’s a yes. In the first five days of jersey sales, ESPN reports the Kraken set a new NHL record, blowing right past the debut of the Las Vegas Golden Knights.

Deutsch credits the colors and the logos but says much of the popularity comes from the Kraken’s image off the ice.

“It stands for more than just hockey. It stands for Seattle. It stands for the Pacific Northwest. It stands for DEI (diversity, equity, and inclusion). We’re doing a lot in this community, and I think that’s part of what people are gravitating to,” Deutsch explained. “The brand itself stands for more than just scoring goals. And that’s what I love about it.”