Ep44: Matt Keeler - Hockey, Creativity, and Building a Culture Brand in Buffalo

In this episode of Angles with John Richmond, John sits down with Matt Keeler, founder of Just Dishin, the Buffalo-based hockey culture brand that is redefining what creative expression looks like in the sport. What started as three shirts made in high school and a dorm room operation at Saint John Fisher College has grown into one of the most authentic and innovative brands in hockey, with collaborations spanning NHL teams, star players, and iconic names like New ERA.Matt takes John through the full origin story, from sketching ideas at his dad’s quarry in Albion, to winning a business plan competition at the New York State level, to the viral Jordan skate moment during Covid that put Dishin on the national map. He opens up about the creative philosophy behind everything they build: continuous experimentation, making things he personally loves, and the relentless pursuit of quality that meets the standards of the athletes they work with.John and Matt cover it all: the deeply traditional culture of hockey and why that made it the perfect place to inject creativity, the three-eyed smiley guy logo and the animated Smiley Verse universe in development, skate skins earning their first NHL ice appearance with the Flyers, and what it means to build something real in Buffalo rather than taking the brand elsewhere. They also talk pressure, resilience, failure, fatherhood, and what overnight success actually looks like after ten years of grinding.Whether you’re a hockey fan, a creative entrepreneur, or someone building something in a tradition-bound industry, this episode is a must-listen.Enjoying the episode?Subscribe, leave a review, and share Angles with John Richmond with a friend.🎧 New episodes every week.Visit www.richmondvona.com/angles-podcast/ for more📱 Follow us on Instagram:@anglesjohnrichmond@johnrichmondlaw@richmondvona🎥 Follow us on TikTok:@richmondvona@johnrichmondesq📺 Watch on YouTube: @angleswithjohnrichmondFollow us on Facebook:https://www.facebook.com/profile.php?id=61576886611238Disclaimer: This episode is for informational and educational purposes only. The views and opinions expressed by the guest and host are their own and do not constitute medical, legal, or professional advice. Angles Podcast does not endorse any specific health claims, products, services, or treatments mentioned in this episode. Listeners should consult qualified professionals for advice tailored to their individual circumstances.