Dominique "Domo" Wells, founder of design studio Dead Dirt, is profiled as part of Cultured's 2026 CULT100 honorees. She creates merchandise for all National Women's Soccer League clubs and serves as creative director for the Washington Spirit. In the interview, she discusses upcoming releases in a new sports league, the next NWSL all-teams collection, and an independent project teased at her studio opening. She cites the book "Art/Work" by Heather Darcy Bhandari and Jonathan Melber as a key influence on her approach to creative work.
This profile matters because it highlights the growing intersection of women's sports, fashion, and visual culture. Wells is redefining women's sports merchandise as a cultural and fashion-driven storytelling vehicle rather than a conventional fan product. Her work reflects broader shifts in how athletes and fans engage with apparel, positioning design as a tool for empowerment and identity within the sports world. The piece also underscores the increasing recognition of creative professionals who bridge art, design, and athletics.