The space between what's said and what's meant.
SM3 creates apparel for people who notice the unnoticed. The cultural codes hidden in plain sight. The patterns that feel invisible until someone translates them. Our work lives in that moment when familiar aesthetics suddenly reveal their strange poetry.
The STORY
Why I Design for Communities
SM3 has been my nickname since high school. It's Ismail in Arabic (إسماعيل). The name means "to listen."
That's the philosophy: listen first, design second.
I'm Ismail. I came to Canada from Morocco. Toronto became home, but home became more than one place.
Football opened the world to me. I played amateur leagues across Morocco as a kid. Later, I traveled with Penya Barcelonista de Kenitra (FC Barcelona supporters club #2276), watching matches in over 7 countries across Europe. Meeting supporters from every continent, all connected by the game.
Those experiences taught me that belonging isn't about where you're from. It's about what you carry and who you share it with.
Now I design clothes that honor that truth.
What SM3 Creates
Football Jerseys for grassroots teams worldwide (design fee always free)
Cultural Apparel rooted in lived experience
Collections that tell neighborhood stories and honor heritage
Every design starts with conversation. SM3 designs WITH communities, not FOR them.
Moroccan geometry meets Toronto streets. Cultural commentary disguised as football sponsors. Diaspora identity made wearable.
Want a custom jersey for your team?
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