Client

Zero Fatigue, ST.LOUIS CITY SC

SMINO x CITY

St. Louis is a city built on culture, creativity, and resilience. To celebrate that spirit, St. Louis CITY SC partnered with Smino — one of the city’s most influential creative voices — for a limited-edition capsule collection rooted in hometown pride and community impact.

More than a merch drop, the collaboration became a cultural expression of St. Louis itself — blending soccer, music, fashion, and storytelling into a unified brand experience. The collection also supported tornado relief efforts across North St. Louis, with 100% of net proceeds benefiting the Urban League of Metropolitan St. Louis.

CULTURAL INSIGHT

St. Louis has always influenced culture far beyond the city's size. From music and fashion to sport and community, the city carries a distinct creative identity rooted in authenticity, pride, and resilience.

Rather than approaching the collaboration like traditional team merchandise, the goal was to create something that felt emotionally connected to the city and authentic to Smino’s creative world — building a bridge between football culture, streetwear, and the creative energy of St. Louis.

Category: Concept Development, Art Direction, Design

Features:
Soccer Bible
Billboard
HYPEBEAST
VIBE