our story
our story
our story
our story
ROOTED IN
ROOTED IN
ROOTED IN
THE GAME
THE GAME
THE GAME
GREATNESS DOES NOT
COME WITH LUCK.
GREATNESS DOES NOT
COME WITH LUCK.
GREATNESS DOES NOT
COME WITH LUCK.
Kevin's passion for football culture is deeply ingrained in his creative DNA. Growing up in Germany during the vibrant 90s, he was immersed in the bold and expressive fashion and design scene. From his early days as a photographer and fine art student to his time as a chef in DC's fine dining scene, Kevin has honed his unique perspective through the lens of his influences like Anthony Bourdain, Noah Scalin, and Émile-Samory Fofana. As a seasoned visual designer and brand manager, he's navigated the fast-paced worlds of ad agencies and tech startups alike, helping brands and small businesses find their voice and identity for nearly a decade. As founder and creative director of Dead Set FC, Kevin seeks to capture the scenes of supporter-ship that we tend not to see. In corners of the world where football still belongs to the people, weaving a vibrant tapestry from the stories and identities of those communities highlighting the profound connection we have to one another.
There’s been 3 constants in Roderick’s life - Music, fashion, and football. Coming up in the Midwest punk scene, he quickly developed a passion for design and the DIY ethos he was surrounded by. At the same time, Roderick was working his way through the thriving Midwest soccer community in the 90’s. While at Indiana University, he launched the first of several apparel brands, blending his love for design with his desire to create something from the ground up. Now, as Dead Set’s Product Czar, he’s inspired by the convergence of these three lifelong loves. Merging punk DIY, design, apparel production, and an anti-authority sensibility and applying it to this beautiful game.
Will McGuire is first and foremost a football fan, tracing his passion to his time as a kid living in Italy during the 1994 World Cup. With each win, a boisterous roar echoed through the streets, and with each loss, a devastating chaos shrouded the town. This sparked a curiosity in Will that led him to want to study this phenomenon and explore the nuances of football culture. Will turned his love of football into a career in sports management. However, he believes the corporate machine of “modern football" has become overwhelming. Through Dead Set he seeks to shift the focus away from the blinding lights and flashy, big money extravagance of modern football and shine the spotlight on the more personal narratives which shape its foundation. Sharing these experiences allows us to delve into the personal and communal sides of the sport. To Will, football is a love story, folklore passed down through the generations connecting the contemporary with its history. This is the epic saga Will wants to share.
Pete Rango is a creative force rooted in the belief that music is more than just sound—it’s a means of self-discovery and connection. As the founder of XUE Records and the Life is Valuable nonprofit, Pete draws from a lifetime of creative curiosity and dedication to artist development. His journey began with a fascination for storytelling through music, which grew into a mission to help artists find clarity and purpose within their craft. Known for his holistic approach, Pete guides creatives to nurture both their artistry and well-being, balancing ambition with authenticity. Whether mentoring young talent or shaping the vision of his projects, Pete’s work is fueled by a commitment to creative growth, meaningful relationships, and the joy of artistic expression.
Kevin's passion for football culture is deeply ingrained in his creative DNA. Growing up in Germany during the vibrant 90s, he was immersed in the bold and expressive fashion and design scene. From his early days as a photographer and fine art student to his time as a chef in DC's fine dining scene, Kevin has honed his unique perspective through the lens of his influences like Anthony Bourdain, Noah Scalin, and Émile-Samory Fofana. As a seasoned visual designer and brand manager, he's navigated the fast-paced worlds of ad agencies and tech startups alike, helping brands and small businesses find their voice and identity for nearly a decade. As founder and creative director of Dead Set FC, Kevin seeks to capture the scenes of supporter-ship that we tend not to see. In corners of the world where football still belongs to the people, weaving a vibrant tapestry from the stories and identities of those communities highlighting the profound connection we have to one another.
Kevin's passion for football culture is deeply ingrained in his creative DNA. Growing up in Germany during the vibrant 90s, he was immersed in the bold and expressive fashion and design scene. From his early days as a photographer and fine art student to his time as a chef in DC's fine dining scene, Kevin has honed his unique perspective through the lens of his influences like Anthony Bourdain, Noah Scalin, and Émile-Samory Fofana. As a seasoned visual designer and brand manager, he's navigated the fast-paced worlds of ad agencies and tech startups alike, helping brands and small businesses find their voice and identity for nearly a decade. As founder and creative director of Dead Set FC, Kevin seeks to capture the scenes of supporter-ship that we tend not to see. In corners of the world where football still belongs to the people, weaving a vibrant tapestry from the stories and identities of those communities highlighting the profound connection we have to one another.
There’s been 3 constants in Roderick’s life - Music, fashion, and football. Coming up in the Midwest punk scene, he quickly developed a passion for design and the DIY ethos he was surrounded by. At the same time, Roderick was working his way through the thriving Midwest soccer community in the 90’s. While at Indiana University, he launched the first of several apparel brands, blending his love for design with his desire to create something from the ground up. Now, as Dead Set’s Product Czar, he’s inspired by the convergence of these three lifelong loves. Merging punk DIY, design, apparel production, and an anti-authority sensibility and applying it to this beautiful game.
Will McGuire is first and foremost a football fan, tracing his passion to his time as a kid living in Italy during the 1994 World Cup. With each win, a boisterous roar echoed through the streets, and with each loss, a devastating chaos shrouded the town. This sparked a curiosity in Will that led him to want to study this phenomenon and explore the nuances of football culture. Will turned his love of football into a career in sports management. However, he believes the corporate machine of “modern football" has become overwhelming. Through Dead Set he seeks to shift the focus away from the blinding lights and flashy, big money extravagance of modern football and shine the spotlight on the more personal narratives which shape its foundation. Sharing these experiences allows us to delve into the personal and communal sides of the sport. To Will, football is a love story, folklore passed down through the generations connecting the contemporary with its history. This is the epic saga Will wants to share.
Pete Rango is a creative force rooted in the belief that music is more than just sound—it’s a means of self-discovery and connection. As the founder of XUE Records and the Life is Valuable nonprofit, Pete draws from a lifetime of creative curiosity and dedication to artist development. His journey began with a fascination for storytelling through music, which grew into a mission to help artists find clarity and purpose within their craft. Known for his holistic approach, Pete guides creatives to nurture both their artistry and well-being, balancing ambition with authenticity. Whether mentoring young talent or shaping the vision of his projects, Pete’s work is fueled by a commitment to creative growth, meaningful relationships, and the joy of artistic expression.
There’s been 3 constants in Roderick’s life - Music, fashion, and football. Coming up in the Midwest punk scene, he quickly developed a passion for design and the DIY ethos he was surrounded by. At the same time, Roderick was working his way through the thriving Midwest soccer community in the 90’s. While at Indiana University, he launched the first of several apparel brands, blending his love for design with his desire to create something from the ground up. Now, as Dead Set’s Product Czar, he’s inspired by the convergence of these three lifelong loves. Merging punk DIY, design, apparel production, and an anti-authority sensibility and applying it to this beautiful game.
There’s been 3 constants in Roderick’s life - Music, fashion, and football. Coming up in the Midwest punk scene, he quickly developed a passion for design and the DIY ethos he was surrounded by. At the same time, Roderick was working his way through the thriving Midwest soccer community in the 90’s. While at Indiana University, he launched the first of several apparel brands, blending his love for design with his desire to create something from the ground up. Now, as Dead Set’s Product Czar, he’s inspired by the convergence of these three lifelong loves. Merging punk DIY, design, apparel production, and an anti-authority sensibility and applying it to this beautiful game.
Will McGuire is first and foremost a football fan, tracing his passion to his time as a kid living in Italy during the 1994 World Cup. With each win, a boisterous roar echoed through the streets, and with each loss, a devastating chaos shrouded the town. This sparked a curiosity in Will that led him to want to study this phenomenon and explore the nuances of football culture. Will turned his love of football into a career in sports management. However, he believes the corporate machine of “modern football" has become overwhelming. Through Dead Set he seeks to shift the focus away from the blinding lights and flashy, big money extravagance of modern football and shine the spotlight on the more personal narratives which shape its foundation. Sharing these experiences allows us to delve into the personal and communal sides of the sport. To Will, football is a love story, folklore passed down through the generations connecting the contemporary with its history. This is the epic saga Will wants to share.
Will McGuire is first and foremost a football fan, tracing his passion to his time as a kid living in Italy during the 1994 World Cup. With each win, a boisterous roar echoed through the streets, and with each loss, a devastating chaos shrouded the town. This sparked a curiosity in Will that led him to want to study this phenomenon and explore the nuances of football culture. Will turned his love of football into a career in sports management. However, he believes the corporate machine of “modern football" has become overwhelming. Through Dead Set he seeks to shift the focus away from the blinding lights and flashy, big money extravagance of modern football and shine the spotlight on the more personal narratives which shape its foundation. Sharing these experiences allows us to delve into the personal and communal sides of the sport. To Will, football is a love story, folklore passed down through the generations connecting the contemporary with its history. This is the epic saga Will wants to share.
Pete Rango is a creative force rooted in the belief that music is more than just sound—it’s a means of self-discovery and connection. As the founder of XUE Records and the Life is Valuable nonprofit, Pete draws from a lifetime of creative curiosity and dedication to artist development. His journey began with a fascination for storytelling through music, which grew into a mission to help artists find clarity and purpose within their craft. Known for his holistic approach, Pete guides creatives to nurture both their artistry and well-being, balancing ambition with authenticity. Whether mentoring young talent or shaping the vision of his projects, Pete’s work is fueled by a commitment to creative growth, meaningful relationships, and the joy of artistic expression.
Pete Rango is a creative force rooted in the belief that music is more than just sound—it’s a means of self-discovery and connection. As the founder of XUE Records and the Life is Valuable nonprofit, Pete draws from a lifetime of creative curiosity and dedication to artist development. His journey began with a fascination for storytelling through music, which grew into a mission to help artists find clarity and purpose within their craft. Known for his holistic approach, Pete guides creatives to nurture both their artistry and well-being, balancing ambition with authenticity. Whether mentoring young talent or shaping the vision of his projects, Pete’s work is fueled by a commitment to creative growth, meaningful relationships, and the joy of artistic expression.
