The frenzy for sports merch is at its all-time peak. If you’re in New York City and happen to be a Knicks fan, you’re well aware of the long lines outside of Madison Square Garden, packed with fans waiting to get their hands on a piece of history. For World Cup fans, repping your country whether through official jerseys or more creative means is a priority on game day. And while luxury labels and more affordable brands alike are getting in on the action, there’s still a surprising lack of stylish, fashion-forward pieces for women. That’s where Coco Cultr comes in. The New York City-based label creating upcycled jersey dresses and one-shoulder Ts has become the “if you know, you know” name of the moment beloved by professional athletes, downtown cool girls, and models alike.
A model wears Coco Cultr’s reworked one-shoulder Knicks jersey and matching skirt.
Courtesy of Coco Cultr.
A lifelong sports fan, Chiro set the foundation for her brand during the pandemic when she was still a student at Western Washington University, when she craved merch that felt distinctly feminine. But it wasn’t until 2023 when she landed in New York City as a sales associate at Procell, the Lower East Side vintage shop known for its immaculate curation of sportswear and streetwear, where things really clicked. A chance find at a vintage shop turned into an upcycled jersey dress. “Honestly, I had an idea of something I wanted to wear, but I couldn’t find it anywhere. So I bought myself a sewing machine and started making clothes,” she said. The owners of Procell took notice, being the first to carry her pieces. Soon the likes of Nike followed, asking Chiro to create custom pieces.
Models pose in a selection of reworked soccer jerseys by Coco Cultr.
Courtesy of Coco Cultr.
Coco Cultr’s appeal is undeniable when you take a look at Chiro’s designs. There are miniskirts, one-shoulder silhouettes, and tube tops alongside her signature tank minidresses. Everything is made by hand, in small batches. Sourced from vintage or deadstock, it requires meticulous hunting on her part, combing through thrift stores, flea markets, and swap meets to find sports merchandise in good condition. From there, Chiro takes them apart, refashioning them in a manner that feels authentic and stylish. “I design for myself and trust my ideas and taste, so it’s pieces I truly like and wear all the time. I’m not focused on chasing trends or trying to predict what people want and I’ve been fortunate that so many connect with that,” she explained.
Imaan Hammam in a custom Coco Cultr Morocco look.
Courtesy of Coco Cultr.
Predictably, business is hectic at the moment. Chiro has designed custom pieces for Gotham Football Club’s Jaelin Howell, model Imaan Hammam, and musician Zulan to name a few. On top of that demand for soccer-related designs is only growing as the finals of the World Cup approach. But perhaps the craziest time has been the last week, with the Knicks winning the NBA finals. A drop over the weekend sold out in 30 minutes but she’s working hard to keep fans satisfied. “It’s been INSANE. I stayed up until 5 a.m. sewing orders last night, got two hours of sleep, and then started my day again at 7 a.m. I’m beyond grateful, though. As I work into the wee hours of the night, I’m happy and humbled that I get to do this for a living. I’ve always wanted this,” she said. Want to get your hands on a piece? There’s a drop today and more on the way so keep an eye out on her site.
