Fashion

What If Morocco, Algeria, and Tunisia Had Different World Cup Jerseys?

BYYassine Hariss

June 18, 2026

More than just a piece of fabric, football shirts have always been one of the sport’s most powerful symbols. Accessible to almost everyone, they give supporters a way to participate in the story of a club or country without physically being on the pitch. Easy to find and buy and nearly impossible to separate from the culture surrounding the game itself, they’ve become vessels for memories and identity, often carrying people back to a specific match, a particular player, or a period in their lives they refuse to let go of.

With every new season that kicks off, a new collection of jerseys arrives, and given how much people care about them — and the fact that taste is subjective — there’s always someone left feeling disappointed. More often than not, they can’t quite put their finger on why. Sometimes a shirt simply doesn’t click. Other times, it’s easier to look at what’s been released and convince yourself you could have done a better job. For 32-year-old Moroccan creative Bouka, that feeling eventually became the starting point for a new project.Rather than settling for the kits currently in circulation, he decided to reimagine them from scratch, creating a series of concept shirts for his native Morocco as well as neighbors Algeria and Tunisia. Coinciding with the 2026 FIFA World Cup currently underway in the United States, Canada, and Mexico, these new designs offer an alternative vision of what the three North African nations could look like on football’s biggest stage, giving supporters something else to debate besides the results.

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Une publication partagée par Bouka (@bouka_212)

Though they’re unlikely to hit store shelves anytime soon—corporate brands tend to get a little territorial whenever someone starts playing around with their intellectual property— the concept shirts were received well enough to spark plenty of discussion online. Curious about the thinking behind them, we sat down with the Paris-based designer to discuss where the idea came from, how the project took shape, and what inspired the final designs.

Where did the idea of making your own jerseys come from?

Bouka: With this project, I wanted to add my own personal touch and tell the story of the Maghreb differently. The idea comes from my personal connection to football, I’ve always been fascinated by jerseys. My earliest memories go back to the ones my father used to buy me every summer at Derb Ghallef, where I would stock up before going back to school.

Do you feel like the shirts on offer right now miss a little something? What prompted you to take the matter into your own hands?

B: I wouldn’t say they lack creativity, but sometimes they lack storytelling. Many jerseys mainly speak about performance or trends. I wanted to imagine pieces where identity, memory and culture have as much importance as sport.

Why focus on the Maghreb specifically rather than expanding to the rest of the Arab world or beyond?

B: AI comes in as a tool for visualization and exploration, not as the starting point of the project. I first build an artistic direction, references, symbols, and a clear intention. Then, AI allows me to test shapes, materials, and silhouettes more quickly. The authenticity comes from the eye, the research and the choices I make behind each image.

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Une publication partagée par Bouka (@bouka_212)

What kind of research goes into recreating or imagining these shirts?

B: I research jersey archives, symbols, colors, and the visual history of each country. I mix these cultural references with my influences in fashion, cinema and design.

For the Y-3 campaign [for the Moroccan jersey], the idea was born one evening while watching Sonatine by Takeshi Kitano, then my research led me toward the world of Yohji Yamamoto. Digging deeper, I discovered the links between Kitano’s world and Yohji Yamamoto’s, especially around Brother and Dolls.I liked this meeting point between dark minimalism, poetry and melancholy, and wanted to imagine Maghreb jerseys in that spirit. Rather than using the official kit suppliers, Y-3 allowed me to create a freer, more fashion-driven and conceptual interpretation. It is why I then imagined what Maghrebi jerseys could look like if they were designed in that spirit.

Which design has generated the strongest reaction so far?

B: I would say the Morocco jersey, because the project was born with that piece. As a Moroccan, it was the most personal entry point for me. The zellige patterns, the lines inspired by the Atlas, and the Y-3 aesthetic created a very immediate reaction.

What makes a great football shirt in your eyes?

B: There has mainly been a lot of curiosity and requests for information, especially from a few brands and people in the industry. I also received a lot of messages from people ready to buy thel, even though the project exists for now only as a concept. On my humble scale, it is very flattering to see that my work resonates with people and gets a reaction. This feedback comforts me in my choices and makes me want to keep going in this direction.

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Une publication partagée par Bouka (@bouka_212)

Could you ever see the concept expanding beyond football into other sports or products?

B: Yes, totally. For me, football is an entry point, but the core of the project is mainly about identity, culture, and design. It could extend to other sports that marked my youth, to fashion in general, to shoes, technical jackets, or even objects. Whatever the medium, I can adapt: the most important thing remains the story I tell behind each piece.

If you could put one of your jerseys on a World Cup pitch tomorrow, which one would it be and why?

B: I would choose the Morocco jersey, of course, because it carries the most personal part of my story. Seeing it on a World Cup pitch would be a dream to tick off. And if God allows me, seeing my father wear a jersey of his country designed by his son would truly bring things full circle.

Is there an ultimate goal or aim by designing these fan jerseys?

B: To one day design the jersey of my parents’ country. Beyond that, I would like to create pieces that go beyond the simple framework of collaboration. Pieces capable of telling a story, transmitting an identity, and creating real emotion. In the long term, the ambition would be to see these concepts truly exist, worn by people.

What If Morocco, Algeria, and Tunisia Had Different World Cup Jerseys?

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What If Morocco, Algeria, and Tunisia Had Different World Cup Jerseys?

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