Data Fusion Conference Merch

The project is rooted in the idea of transplanting the language of sport into an unexpected setting. Jerseys have long become part of not only sports but also everyday culture—they are garments of identity, belonging, and team affiliation. We were interested in assembling a team around this concept.

A key element was the inscription «Big D*** Team”—intentionally provocative, with a dual meaning and an ironic tone. Following this is the word „Data,“ which sparks a conversation about the industry’s scale, technologies, and cultural code.

Visually, we drew inspiration from the aesthetic of retro soccer uniforms, but we adapted it to the context of Data Fusion. The fabric pattern is built upon a „broken“ checkerboard grid: the undulating distortion creates a sense of depth, transforming a flat surface into a dynamic space.

We also designed a jersey box, making the packaging an integral part of the overall concept. It was important to us that the packaging not only served a practical function but also extended the project’s visual language. This way, the packaging became another element of the identity—it sets the first impression, enhances the sense of unity, and transforms receiving merchandise into a more meaningful and memorable experience.

For the pattern development, we collaborated with a strong production partner: precisely tuning the silhouette, fit, and proportions of the garment was a priority for us.

We developed the jersey patterns from scratch, avoiding pre-made athletic templates. This approach allowed us to create a piece that references retro football aesthetics while existing in a current context—it is perceived as a complete garment rather than a mere souvenir style.