Domo Wells

the Spirit's first Creative Director

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Domo Wells is a world-building Creative Director in Fashion and Music, carving a path of innovation through brand and venture, Dead Dirt.  

Los Angeles based, but DMV born, she is a product of Go-Go + Club music scenes; a direct influence to the authenticity and intersectionality in her approach. A characteristic that led to working with renowned artists such as: Brent Faiyaz, Pusha-T, and Rico Nasty.. And gracing stages like: Pharrell’s Something in the Water Festival, BET Awards; and just last November, she co-hosted Glamour Magazine’s Women of the Year.

Her work and relationships across cultures led her to become Spotify’s Music + Fashion Editorial Lead. An experience that emboldened her to build her own firm.

Soon after launching Dead Dirt as a B to C brand in 2023, selling out capsules in DC and LA. It’s impact organically began operating as a B to B creative firm. With clients in Fashion, Music, Entertainment, and now Sports; as she’s recently been named, Creative Director for NWSL team, Washington Spirit.

Design Inspiration

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We wanted a core collection design that clearly communicates where the team is from. With that in mind, it made sense merge the team’s shield with a DC skyline; highlighting the ribbon as it’s own iconography to create the “Ribbon in the Sky” design. Similar to the lyrics in Stevie Wonder’s song, the intention here is to signify the teams promise to be a force in the NWSL and represent the DMV well. 

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This design pays homage to anyone who grew up in the 90s or early 2000’s drawing the infamous “S” on the front of their binders and notebooks. Hand drawn to connect to its origin in 1980s/ 90’s graffiti, this design is for anyone who loves a little nostalgia while rooting for their favorite soccer team. 

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Honoring DC’s annual cherry blossom celebration and the beautiful bloom that takes over the city March through April, using Dead Dirt’s design language aligns perfectly. Anchored in a floral aesthetic that represents facing challenges in order to grow, we lead with Dead Dirt’s design language with a sporty twist. Printing florals updated to fit the cherry blossom palette along the sleeves throughout the collection.