KENITRA TO TORONTO. FOOTBALL TO STREETWEAR.
SM3 is where Moroccan football heritage meets North American street culture. Designed in Toronto. Worn by the diaspora. Rooted in the game.
The Story
I've Been Designing Football Kits Since Before Anyone Asked Me To
My name is Ismail. SM3 has been my nickname since high school. It's how you write إسماعيل in shorthand, and it stuck.
I grew up in Kenitra, Morocco. Football wasn't a hobby there, it was the language everyone spoke. I played in amateur leagues around the country as a kid and spent every weekend arguing about lineups and formations with anyone who'd listen.
In 2014, I co-founded Penya Barcelonista de Kenitra, the official FC Barcelona supporters club in my city (Penya #2276). Through that club, I traveled to watch matches in over seven countries across Europe. I met Barça fans from every continent, all connected by the same thing.
Somewhere along the way, I started designing kits. Not because someone hired me. Because the local teams I played with needed jerseys and nobody else was going to make them. I designed for fan clubs across Morocco and Spain, for pickup squads, for anyone who loved the game enough to want something that felt like theirs. Most of those designs were free. All of them were personal.
In 2023, I moved to Toronto. I carried two things with me: a love for football and a folder full of designs that had never left Morocco. SM3 is what happened when I finally put them into the world.
What We Make
Moroccan Football Heritage, Remixed for the Streets
SM3 takes the visual language of Moroccan football and blends it with the aesthetics of North American sports culture. Think Atlas Lions energy in a baseball jersey silhouette. Think Casablanca pride on a crewneck you'd wear in Montreal.
Every piece we make connects two worlds. The neighborhoods where Moroccan players grew up and the cities where the diaspora lives now. Derb Sultan and San Diego. Sidi Moumen and Toronto. Kenitra and everywhere.
We design for people who carry their heritage with them and want to wear it, not explain it.
Al Majmouaa
SM3 Started as One Person. It's Becoming a Collective.
Al Majmouaa means "the collective" in Arabic. It's the name of our first collection and the spirit behind everything we do.
We're building a space for Moroccans abroad who love football and miss home. Watch parties during Atlas Lions games. Custom kits for your local team. A place where the culture lives even when you're far from it.
If that sounds like your world, you should be part of this.