As a kid growing up in Seattle, Coco Cultr founder Jesa Chiro remembers thinking that as a little sister, “your older brother just seems like the coolest person in the world,” she says. “At least to me, anyway.” Her older brother, Munya, who she describes as a “basketball fanatic,” collected everything basketball-related he could: jerseys, NBA 2K games, bobbleheads, and whatever memorabilia he could get his hands on. Some of Chiro’s earliest memories include waking up early to go to Munya’s basketball camps, watching games together, and tagging along on trips to Goodwill with him in search of jerseys. The Chiro family’s team was the Seattle SuperSonics until it was sold in 2006, later moving to Oklahoma City and rebranding as the Thunder in 2008.

While Chiro never had the innate athletic ability or handles for basketball, she did go through a brief obsessed-with-Lauren-Jackson-and-Sue-Bird phase. (Her brother had the Sonics, she had the Seattle Storm.) After receiving a wristband from Bird at age 11, she claims, “I never washed it.” Years later, she’d find her place in the sport not by way of her brother or as a WNBA fan, but through fashion.

“Why is there not any cute sportswear for women?” asks Chiro, who sits on a patio over Zoom. While that question might seem outdated in light of countless collaborations, capsule collections, and brands like Playa Society reshaping WNBA merch, Chiro called out the gap early on. When the Sonics left her hometown, the cultural and emotional pull of sports memorabilia was palpable, inspiring her to stockpile and rework jerseys. Chiro also cites Xuly.Bët’s spring 1995 collaboration with Puma—which saw deadstock soccer jerseys reimagined as dresses—as an early Coco Cultr influence. “In an interview, [Xuly.Bët designer] Lamine Badian Kouyaté said, ‘Why not use something that would go to waste and make something new and beautiful?’ That really stuck with me. It captures how I approach Coco.”

Photo: Sophie Hur