MF Doom x New York Knicks
MF DOOM × New York Knicks × Mitchell & Ness / New Era — Doomsday 2025
Concept & Brand Creation · Creative Direction · Design & Production Management · Legacy Collaboration
This project represents a major cultural moment — a cross-industry collaboration uniting the MF DOOM Estate, New York Knicks, Mitchell & Ness, and New Era for the first time. As both a creative and a lifelong fan, I conceived, pitched, and built the entire initiative from the ground up as a way to honor Doomsday 2025, the annual October 31st celebration of MF DOOM’s life and legacy.
After presenting the concept to the DOOM Estate and Rhymesayers Entertainment, I received approval to move forward independently — securing participation from both Mitchell & Ness and New Era, two competitors who came together solely because of DOOM’s unifying cultural power.
I designed a cohesive, multi-brand collection and full brand system — from graphics and storytelling to apparel silhouettes and product design — while managing production directly with each partner.
The Mitchell & Ness collection featured official Swingman Knicks jerseys with DOOM’s signature 00 (a nod to the double O’s in “DOOM”) and memorial hem patches reading MF DOOM 1971–2020. The line extended into matching shorts, shooting shirts, tear-away pants, hoodies, and tees, all drawing from late-’80s/early-’90s Knicks aesthetics. I also reimagined the 1989–1992 Knicks logo, replacing the basketball with DOOM’s mask to create a new hybrid emblem — the foundation for the entire collection’s visual identity.
For New Era, I reinterpreted the 1995–2011 Knicks logo with the same DOOM integration, applied across 5950 fitted caps, hoodies, and tees. The result was a modern sports capsule that merged vintage basketball culture with DOOM’s mythos and streetwear edge.
Finally, I created a third, independently produced collection — designed, sourced, and manufactured end-to-end by me — that expanded the world of DOOM through storytelling and tangible brand experience. This capsule included tees, hoodies, snapbacks, keychains, 3-D magnets, rally towels, water bottles, and a mini basketball hoop, all built around the DOOM x Knicks language I had established. The centerpiece was the NYC Oversize Print Shirt — a 1990s-style all-over tee inspired by classic David Robinson, Magic Johnson, and Michael Jordan graphics.
The full collection debuted October 31st, 2025, now recognized by fans globally as Doomsday — solidifying this collaboration as both a tribute and a milestone in MF DOOM’s legacy.
Collaborators:
• MF DOOM Estate / Rhymesayers Entertainment
• New York Knicks
• Mitchell & Ness
• New Era
Roles & Contributions:
• Concept & Brand Creation
• Creative Direction & Visual Storytelling
• Apparel & Graphic Design (Cut & Sew + Printables)
• Partnership Development & Licensing Coordination
• Production Management Across All Collaborators
• Full Product Design, Sourcing & Manufacturing (Independent Capsule)