Dominique Wells: Shaping the Style of Women’s Soccer’s Most Fashionable Club
Dominique “Domo” Wells, a DMV native and former DJ, is the creative mind behind Washington Spirit’s standout merchandise. Rather than focusing on politics or history, she dives into local culture, using her deep understanding of music scenes like D.C.’s Go-Go to influence her designs. Her background helps her spot cultural gaps in various markets and fill them with authentic style that connects with fans.
A Cultural Curator for the Pitch
Wells transitioned from spinning records and crafting playlists for major streaming services to becoming the first creative director for the Washington Spirit. She treats marketing campaigns like album releases, emphasizing culture-first approaches that resonate deeply with communities. This approach helped the Spirit earn the NWSL Club Retail MVP award in May, recognizing their top-tier fan engagement and sales.
The Spirit boasts six of the league’s top eight jersey sellers, led by forward Trinity Rodman’s jersey. This success isn’t just because the players are popular; the apparel itself has struck a chord with fans across the league.
From Music Markets to Soccer Merch
Wells’ experience producing playlists tailored for local audiences across the country gave her insight into what makes each city unique. That skill translated seamlessly when she began designing merchandise that reflects local pride and style. “I can look at an entity and understand where the cultural gaps are,” she explains. “Being part of those communities and working in the interest of them for such a long time—that’s what I know.”
Launching Dead Dirt and a New Vision
In 2023, Wells founded her own creative firm, Dead Dirt, as an outlet for her fashion ideas. When the Washington Spirit approached her, she declined a one-off collaboration and pushed for a role allowing multiple capsule collections over time. She saw the potential to build a lasting connection with fans rather than quick partnerships.
Her first collection with the Spirit debuted in 2024. Matt Haas, the Spirit’s director of marketing, says, “[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.”
Designing for Authenticity and Broader Appeal
Wells focuses on creating clothing that mirrors the spirit of hometowns, blending sportswear with everyday fashion. She believes people engage more when they see themselves reflected in what they wear, whether it’s for sport or casual life. “I’m really designing for people who might gravitate toward this because it’s cute or it looks good,” she shares.
This fusion of fashion and soccer has become a pathway for new fans to connect with the Spirit and the NWSL.
Expanding Influence Across the League
Before the season started, Wells was tasked with designing merchandise for all 16 NWSL teams. The Dead Dirt x NWSL collaboration includes unisex knit polos that carry subtle, luxe nods to each city’s vibe—jerseys that feel crafted by someone rooted in the community.
Wells aims for her designs to have a niche appeal, attracting those who recognize the local references and appreciate the understated style—a true “if you know, you know” effect.
By mid-June, nearly half of the collaboration had sold out. Yet, Wells’ Cherry Blossom collection for Washington, featuring casual long sleeves, trendy tank tops, and standout outerwear, remains available. Fans looking for authentic, stylish gear might want to act fast.
