For every club partnership, I develop a 'DNA Pack' which is a core product line designed for long term retail presence that aligns with the club’s visual identity. For Paris Saint-Germain, a club defined by luxury and ambition, I elevated this strategy to reflect their branding.
The design is rooted in the literal foundation of Paris: the cobblestone streets. I created a narrative of unity by integrating this texture with the iconic Hechter stripe, allowing the graphic to flow vertically into the oversized Eiffel Tower motif and PSG branding. By blending the club’s kit heritage with the architectural grit of the city, I delivered a premium CMF execution that resonates with both the ultra-fan and the fashion forward consumer.
The design is rooted in the literal foundation of Paris: the cobblestone streets. I created a narrative of unity by integrating this texture with the iconic Hechter stripe, allowing the graphic to flow vertically into the oversized Eiffel Tower motif and PSG branding. By blending the club’s kit heritage with the architectural grit of the city, I delivered a premium CMF execution that resonates with both the ultra-fan and the fashion forward consumer.
