MEXICO CITY — It's no coincidence that Hugo Rosas' jersey designs ahead of the World Cup resemble some of Mexico's most iconic decorations. His work fuses soccer and Mexican identity to showcase his country's culture beyond its borders.
His latest collection is called "Calados del Alma" or "Cutouts of the Soul." It draws inspiration from ancient Mexican beliefs and papel picado, the delicate cut-paper ornaments commonly used during local celebrations and holidays.
“We try to create concepts that resonate with us and convey traditions that make Mexicans feel proud,” said Rosas, who has run a workshop with his brother Andrés near Mexico City since 2022. “The country’s best is reflected in papel picado, colors and town celebrations.”
The first jersey sketched by the brothers portrayed Quetzalcoatl, the feathered serpent deity revered by several pre-Hispanic civilizations. That garment remains Andrés' favorite to date.
"Quetzalcoatl represents a balance that sees the world as a system, not as something extractive that human beings can simply benefit from," said Andrés, who oversees the brand's marketing. "I connect with that pre-Hispanic worldview, which is why most of our products are deeply rooted in that vision."
Ancient beliefs, modern jerseys
Hugo’s World Cup collection builds on an earlier set of designs he called “Ofrenda Viva,” or “Live Offering.”
Its aesthetics and concept are rooted in Mexico's Day the Dead — that the living remember and honor their dearly departed with celebration instead of sorrow.
“It’s a garment resembling papel picado so that a person can offer their actions, thoughts and passions as an homage to those who are already gone,” Rosas said.
The jerseys are made of polyester so the fabric can be cut like papel picado without becoming vulnerable to tears or rips. Rosas and his team once experimented with natural fibers, but the material could not withstand the weight and structure required after production.
Designing each jersey can take up to three weeks, while sewing and cutting requires between eight and 10 hours of work.
Rosas’ first step is deciding the symbols he wishes to depict. He then determines the size and shape of each figure so the stitching aligns with his vision. Once a design is ready, the team’s seamstresses patiently cut and sew each piece of clothing.
A modern armor
The Rosas brothers operate on a modest scale and are proud of that approach. They value the care and time devoted to each jersey, keeping the process as artisanal as possible.
Since the World Cup garments went on sale in April, their Mexclart brand has crafted about 30 jerseys. Hugo Rosas expects demand to increase as the opening ceremony approaches.
Among his other collections is one devoted to pre-Hispanic gods. His favorite portrays Mictlantecuhtli, the Aztec ruler of the underworld, who is often depicted in skeletal form.
“Putting on a garment like this is like wearing a modern armor through which we can carry that pride and passion for our roots and show it to the world,” Rosas said.
He sometimes turns to books about Mexico’s history while developing his designs. However, the source of inspiration he enjoys the most is traveling to Indigenous communities where ancient ceremonies and customs remain alive.
“If it were up to me, I’d use gold or another material that could accurately represent our gods the way our ancestors did,” he said. “All the garments we create are meant to give Mexicans the chance to bring those deities into the present.”
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