FILIPINO-AMERICAN artist JEFRË has teamed up with the Orlando Magic for a new “Kingdom On The Rise” retail collection showcasing the National Basketball Association (NBA) team’s character.
The Orlando-based creative’s bold, all-black design channels the team’s narrative as defenders of a “Kingdom on the Rise.”
The same design sleekly integrates a crosshatch pattern into the letters of the Magic logo, invoking the imagery of a knight clad in body armor and chain mail.
The fashion line encompasses a hat, a shirt and a hoodie. It proceeds to reflect the resilience of the Orlando Magic as well as the team’s namesake city, externalizing the armor within and inviting fans to embody the spirit of the team themselves.
The effect is heightened further through an augmented reality component within the apparel. When viewed through a smartphone camera, wearers can tap on their hearts or raise their arms to materialize armor from within.
“As a public artist, my job is to create works that communicate a story,” JEFRË said. “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.”
He added: “Although the designs are minimalistic and contemporary, they reflect the same approach I use with my large-scale installations around the world.”
JEFRË and the Orlando Magic have reached a three-year contract and his collection will be continually updated to reflect the team’s ever-evolving story and how the public engages with their resident champions.
“I wanted to empower people who wear my collection to feel as though they’re part of the team,” JEFRË said. “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.”
JEFRË x Orlando Magic limited edition is available for purchase on site at the Amway Center arena.