“Young men expressing themselves for joy of winning. You don’t do this thing in professional hockey. What are these guys? Jerks or something?”

“I know what I’m talking about. You never do anything like that. They’re still not drawing. They’re a bunch of jerks as far as I’m concerned. Imagine Justin Williamsdoing stuff like that.”

Don Cherry is known for his colorful suits that he wears every Saturday during Hockey Night in Canada’s “Coach’s Corner” segment. Who knew he’d be the inspiration for one of the best-selling fashion designs in the state of North Carolina?

Taking to his pulpit on February 16, Cherry railed against the Carolina Hurricanes’ post-win celebrations, also known as the “Storm Surge.” The brainchild of team captain Justin Williams, they were quickly embraced by Hurricanes fans and around the hockey world. 

“Listen, things are changing,” Williams told NBC last week. “This isn’t a historic hockey market, it’s relatively fresh. We obviously won a Stanley Cup here, but it’s relatively fresh. This team got here in 1997. It’s not like the Toronto Maple Leafs or the Montreal Canadians or the Boston Bruins, an ‘Original Six’ who had decades and decades of hockey history.”

Following Cherry’s yelling at clouds, the Hurricanes acted fast and teamed up with BreakingT to create the “Bunch of Jerks” t-shirts, which sold well and sold out fast. The team store inside PNC Arena is constantly running out of inventory. (An update to the shirts was made after Cherry doubled-down on his criticism by labeling the fan base as “front running.”)

They weren’t popular just with fans, though.