Meet Ugo — designer, art director, and the force behind PRISM® (DESIGN STUDIO). From the track to the studio, his work fuses culture, fashion and motorsport. We spoke with him about the latest World Supercross merch range, his design philosophy and where he sees motorsport style heading next.
Tell us a little about yourself and your background in design?
I’m Ugo, a multi-faceted designer and artistic director. My background spans from professional motocross to marketing management at Fox Racing, and eventually led me to launch PRISM® (DESIGN STUDIO)—a creative space where all those worlds collide. Design sits at the centre, but what truly defines PRISM is the vision and approach: blending culture, storytelling, and aesthetics into everything we touch.
What first drew you to designing merchandise for motorsport?
It started back when I was racing. I always cared about style—but for me, it wasn’t just about looking good; it was about standing out. I began designing my own gear and graphics and that gradually evolved into creating merch for myself and other riders. When I was back in the MXGP paddock with Fox Racing, that’s when I really saw how design could shape identity in motorsport.
I began designing my own gear and graphics and that gradually evolved into creating merch for myself and other riders. When I was back in the MXGP paddock with Fox Racing, that’s when I really saw how design could shape identity in motorsport.
How did you approach the design for this merchandise range?
From the start, our mindset was to treat it like a clothing line rather than traditional Supercross merch. The goal was to create something people actually want to wear, clean, bold and inspired by streetwear. I worked closely with the World Supercross team to make sure it spoke to their audience but still had that distinct edge, just like the new World Supercross branding itself.
Did you face any unique challenges while designing for Supercross fans?
Always. The main challenge is balance, pushing creative boundaries while staying relevant to the market. That’s where my marketing background plays a role. Sometimes it’s frustrating creatively, because you have to narrow the window, but understanding the fans and the industry is what makes the difference. The best design is the one that connects emotionally and sells.
How do you balance your own style with what fans want to wear?
It always starts with what I like, what inspires me visually and culturally. My influences often come from outside motorsport: fashion, art, music. Then I translate those ideas into something that resonates with fans. The goal isn’t just to please, it’s to disrupt. To bring something unexpected yet wearable. That’s how the culture evolves.
The goal isn’t just to please, it’s to disrupt. To bring something unexpected yet wearable. That’s how the culture evolves.
What role do you think merchandise plays in connecting fans to the sport?
More than clothing, it’s cultural. It’s about identity and belonging, but also about extending the sport’s reach. I love when someone with no deep link to motocross still wears a piece because it looks cool or says something. That’s the power of design, it connects people to a world they might not even be part of yet.
Do you see any upcoming design trends in motorsports merchandise?
Definitely. Motorsport is shifting closer to streetwear and contemporary fashion and that’s exciting to me. From big fashion houses to niche motocross labels, it’s all about blending worlds. I see merch becoming a bridge: a way to bring new audiences into motorsport through design and culture. Expansion is everything.
Which brands and athletes have you worked with?
I’ve been lucky to collaborate with people and teams across Formula 1, MotoGP, MXGP, and SuperMotocross: BWT Alpine F1 Team, Monster Energy, Jason Anderson, Jack Miller, Jack Doohan, Jake Dixon, Thibault Benistant … Recently I’ve also worked with Aprilia and a French artist I can’t reveal yet. Things are moving fast but that’s exactly how I like it.
What’s next for you—any dream projects on the horizon?
The dream would be to become an art director for a Formula One team or so, to oversee the full creative universe and bring something fresh and disruptive at that level. But honestly, I’m already living part of that dream. A closer dream is to dive deeper into fashion and keep redefining what motorsport design/inspiration can be.
You can find a glimpse of everything on my Instagram: @byprismmm.
