Dominique Wells Shapes the Most Fashion-Forward Club in Women’s Soccer

Dominique “Domo” Wells brings her unique cultural insight to women's soccer, crafting merchandise that captures the essence of each city. A native of the DMV area and former DJ, Wells draws from her deep understanding of local vibes to create designs that resonate beyond sports fans.

Her background includes a decade as a DJ and experience curating playlists for a major streaming platform, where she honed her skill in connecting with diverse communities nationwide. This talent translated seamlessly into her role as the first creative director for the Washington Spirit, blending music, culture, and style to elevate the team’s brand.

Setting New Standards in NWSL Merchandise

The Washington Spirit earned the title of NWSL Club Retail MVP in May, an award recognizing top sales and fan engagement. The team boasts six of the league’s eight best-selling jerseys, with forward Trinity Rodman’s jersey leading sales — even though the Spirit doesn’t have six of the top players on the roster. Clearly, Wells’s designs play a major role in their success.

Wells’s ability to identify and fill cultural gaps stems from years spent immersed in local scenes. "I can look at an entity and understand where the cultural gaps are," she says. Her community connections have been key to crafting merchandise that feels authentic to each market.

From Dead Dirt to the Pitch

In 2023, Wells launched her own creative agency, Dead Dirt, focusing on fashion expression. Sports found her when the Washington Spirit approached her, but she rejected a one-off partnership in favor of a longer-term collaboration that allowed multiple collections. This approach helped build stronger brand loyalty and gave Wells space to demonstrate her range. Her first collection debuted in 2024.

Matt Haas, Spirit’s marketing director, notes, "[Wells] has helped us establish a look and merchandise brand that speaks to D.C. culture, not only to our hardcore fan base but also to non-sports fans in the DMV." Wells designs apparel rooted in sport but wearable anywhere, aiming to connect with people who might be drawn to the style simply because it looks good.

Growing the NWSL’s Reach Through Style

The NWSL is still young, established in 2012, and plans to grow to 18 teams by 2028. Many clubs are building their fan bases and identities. Wells believes that authentic connections to local culture are essential to attracting new fans and creating lasting brands. "All these clubs are businesses, and often they’re not led by local people," she says. Her work shows how tapping into regional culture can change that.

Before the 2026 season, the league enlisted Wells to design merchandise for all 16 teams. The Dead Dirt x NWSL collaboration features unisex knit polos reflecting each city’s character—a jersey Wells describes as "slightly more luxe" and crafted with hometown pride. By mid-June, nearly half of the collab had sold out, while Washington’s Cherry Blossom line—offering casual long sleeves, stylish tank tops, and standout outerwear—remained available.

Wells aims for her designs to appeal broadly but within focused niches, creating a "if you know, you know" effect rather than chasing mass-market trends. For now, fans can still add these pieces to their wardrobes before they disappear.