Indie Brand
![AFI [FIRE] logo](https://res.cloudinary.com/dhrlp9ntw/image/upload/v1754217372/ugenie-brand-logos/brand_logos/instagram_afi.fire_afi__fire__1754217371671.jpg){kind=avatar}
AFI [FIRE]
Find Your Fire Within
Founded 2024
Los Angeles, USA
1 Brand Loves
From Long Beach, California, NFL star JuJu Smith-Schuster channelled his Samoan heritage and football fire into AFI [FIRE]. Each piece is locally crafted in Los Angeles with heavy jersey, hand-dyed and distressed - reflecting the grit that took him from humble beginnings to Super Bowl champion.
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Ā£100
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![AFI [FIRE] featured image](/_next/image?url=https%3A%2F%2Fres.cloudinary.com%2Fdhrlp9ntw%2Fimage%2Fupload%2Fv1754220070%2Fugenie%2Fbrand-founders%2Frndkb35dx3w6kslebdwx.jpg&w=3840&q=75)
![AFI [FIRE] product](/_next/image?url=%2Fapi%2Fimage-proxy%2Fcdn.shopify.com%252Fs%252Ffiles%252F1%252F0668%252F4085%252F4745%252Ffiles%252FShirt6_a8be1abf-e871-4d5a-8660-07792a3d49e2.jpg%253Fv%253D1720555932&w=3840&q=75)
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![AFI [FIRE] styling](/_next/image?url=%2Fapi%2Fimage-proxy%2Fcdn.shopify.com%252Fs%252Ffiles%252F1%252F0668%252F4085%252F4745%252Ffiles%252FHat4.jpg%253Fv%253D1723494343&w=3840&q=75)
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The Story Behind AFI [FIRE]
"We started AFI [FIRE] with a simple mission: to create something meaningful that brings style and substance together. Every piece we create tells a story and represents our commitment to quality and authenticity."
ā JuJu Smith-Schuster, Founder
Founded 2024
Los Angeles, USA
1 Brand Loves
Founder: JuJu Smith-Schuster
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