Dominique Wells: The Creative Mind Behind Washington Spirit's Iconic Style

Dominique "Domo" Wells stands out as the creative lead behind some of the most sought-after merchandise in the NWSL. As the inaugural creative director for the Washington Spirit, this DMV native draws heavily from her decade-long experience as a DJ, blending music culture with fashion to craft designs that resonate deeply with local communities.

Rather than focusing on mainstream landmarks, Wells prefers discussing D.C.’s unique Go-Go music origins. Her marketing approach echoes album releases, yet it’s her commitment to culture-first design that has helped her make a smooth transition from club playlists to the soccer field's style scene. Through this, she’s become a tastemaker for professional women’s soccer gear.

Award-Winning Impact

In May, the Spirit earned the NWSL’s Club Retail MVP award, recognizing outstanding fan engagement and sales. Their success is clear: six of the league’s top eight best-selling jerseys belong to the Spirit, with forward Trinity Rodman’s jersey topping the charts. This achievement is notable since the team doesn’t hold six of the league’s top players, proving the allure of Wells’s design work.

From DJ Booths to Design Studios

Before joining the Spirit, Wells was an expert at capturing the spirit of hometowns through her role at a major streaming platform, curating local playlists nationwide. Traveling and engaging with diverse audiences sharpened her ability to identify what makes each city’s vibe special.

She explains, "I can look at an entity and understand where the cultural gaps are. Being part of those communities and working in their interest for so long—that’s what I know." This insight allows her to connect with regional markets authentically.

Launching Dead Dirt and A New Path in Sportswear

Wells founded her creative agency, Dead Dirt, in 2023 as a way to explore her passion for fashion. "Sports came to me," she says. When the Washington Spirit approached her, they initially sought a single collaboration, but Wells insisted on a longer-term partnership to develop multiple collections. This approach gave her room to showcase versatility and foster brand loyalty.

The NWSL has expanded quickly since its 2012 start, breaking attendance records during the 2026 season opener and planning to grow to 18 teams by 2028. Wells compares the league to teenagers—young but maturing through hard work. Many teams still strive to build loyal fan bases and deep-rooted traditions.

Cultural Authenticity Drives Brand Growth

Wells highlights the challenge sports teams face: "All these clubs, no matter the sport, are businesses first and often not led by local voices." She believes genuine connections to local culture are key to building successful brands and attracting fans.

Her first collection with the Spirit launched in 2024, and according to the Spirit’s marketing director Matt Haas, Wells has helped them create merchandise that reflects D.C.'s culture, appealing both to passionate supporters and casual fans alike.

Designing for the People

Wells focuses on clothing that captures the essence of hometowns, creating pieces rooted in sport but wearable everywhere. "Fans will engage because they recognize themselves in the designs," she says. Her work acts as an entry point for new fans, blending sportswear with fashion.

Expanding Influence Across the League

Before the 2026 season, the NWSL tapped Wells to design merch for all 16 teams. The Dead Dirt x NWSL collaboration includes unisex knit polos that reflect each city's character—a "slightly more luxe" take on jerseys that feel like they were made by someone who grew up locally.

Wells aims for designs that appeal within niche circles rather than mass commercial success, creating a "if you know, you know" effect. By mid-June, nearly half of the collaboration had sold out, though the Washington Cherry Blossom line with stylish long sleeves, tank tops, and standout outerwear remained available.

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