Dominique Wells: The Visionary Behind Washington Spirit’s Distinctive Style
Dominique "Domo" Wells stands out as the creative mastermind behind the Washington Spirit's sought-after merchandise in the NWSL. A native of the DMV area, Wells spent a decade as a DJ and has a deep connection to D.C.'s Go-Go music scene, preferring its stories over typical political history. She treats marketing campaigns like album releases, blending culture with commerce. This cultural insight helped her transition from curating playlists to designing team apparel, becoming a curator of style for professional women's soccer.
In May, the Washington Spirit earned the NWSL Club Retail MVP award, which honors outstanding sales and fan engagement. Remarkably, six of the league’s top eight best-selling jerseys belong to the Spirit, with forward Trinity Rodman’s jersey leading the pack. This success isn’t due to having most top players but rather the appeal of their designs.
From Music to Merchandising: Wells’ Local Expertise
Before joining the Spirit, Wells worked at a major streaming platform creating playlists tailored to local markets across the U.S., gaining firsthand experience of what makes each city’s vibe unique. She developed an ability to identify cultural gaps within communities, something she describes as her strength: “Being part of those communities and working in their interest for so long — that’s what I know.”
In 2023, Wells launched her creative agency Dead Dirt to explore her passion for fashion. When the Spirit approached her, she declined a one-off deal, insisting on a role that would let her release multiple collections over time. This approach was about demonstrating her range and building lasting brand loyalty.
The Rise of the NWSL and Cultural Branding
The NWSL has grown rapidly since 2012, drawing record crowds in 2026 and aiming to reach 18 teams by 2028. Wells compares the league to teenagers: young but working hard to find stability. Many teams are still building fan bases and creating heritage that turns players into household names.
Wells notes that many clubs are run by outsiders who don't represent the local community. She believes authentic connections to regional culture are key to recruiting fans. Her work with the Spirit reflects this ethos, tailoring designs that resonate with both hardcore supporters and casual fans in the DMV.
“[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,” says Spirit director of marketing Matt Haas.
Designing Apparel That Echoes Local Culture
Wells focuses on creating clothing that captures the essence of hometown energy. Her designs offer references fans can relate to, blending sportswear with everyday style. She believes that people might be drawn to her work simply because it looks good or feels right, making it an entry point for new fans.
Before the season started, the NWSL invited Wells to design merchandise for all 16 teams. Her Dead Dirt x NWSL collection includes unisex knit polos that reflect each city's spirit, described as “slightly more luxe” and crafted as if by someone raised there. While commercial success is welcome, Wells aims for niche appeal—items that make sense to those in the know.
By mid-June, nearly half of the Wells-NWSL collaboration had sold out. However, the Cherry Blossom-themed drop for Washington, featuring casual long sleeves, stylish tank tops, and standout outerwear, remains available.
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