LOOK: Fil-Am artist Jefrë teams up with Orlando Magic for apparel collection
The capsule is called ‘Kingdom on the Rise’
Filipino-American artist Jefrë continues to put Filipino talent on the pedestal as he collaborates with one of the most admired NBA teams, Orlando Magic.
The collaboration called ‘Kingdom on the Rise” includes a hat, shirt, and hoodie that integrate a crosshatch pattern into the letters of the team’s Magic logo.
“As a public artist, my job is to create works that communicate a story,” Jefrë says. “For this collection, I wanted to amplify the shared narratives of the Orlando Magic and the City of Orlando to render both in a larger-than-life light. Although the designs are minimalistic and contemporary, they reflect the same approach I use with my large-scale installations around the world.”
Aside from the Magic branding, the designs also boast an augmented reality component that when viewed through a smartphone camera, wearers can tap on their hearts or raise their arms to materialize armor from within.
Talking about team spirit, Jefrë also voices out how the collection should unite the fans and the players. “I wanted to empower people who wear my collection to feel as though they’re part of the team,” shares Jefrë. “It’s almost like they’re putting on the uniform as well; fashion and art create distinctive moods, and this is an opportunity for fans to become part of the art process and the larger team. Fashion is more than just garments — it’s an expression of self.”
The Jefrë x Orlando Magic limited edition is available for purchase on-site at the Amway Center arena.
