Resale
Operations

Qatar. December 18, 2022. The greatest World Cup final ever played.

Argentina 2-0 up. France score twice in two minutes. Extra time. Messi scores.

Mbappe hat-trick. Penalties. 36 years of waiting. Arms outstretched under the lights.

Somewhere in a wardrobe right now, a blue and white shirt watched every second of that. Its owner listed it last year: "Argentina shirt, size M, good condition. £40.
That's not a listing. That's a disposal.

The 2026 FIFA World Cup kicks off on American soil this Thursday, June 11th. Fans are already searching: the vintage jersey, the national team kit, the shirt that connects them to a moment they grew up watching. The demand is real. The inventory is real. The problem is a listing that says size, condition, price, and nothing else.

The story never gets told. The buyer never knows what they're holding. And the seller leaves serious money on the table because they don't know how to write it down.

A bad listing gets £40. A story gets £180. The difference is not the shirt. It's the copy.

What we built

Aistetic's AI reads a shirt from a photograph and writes the full story automatically: the player, the tournament, the specific moments woven into that kit. Not a generic product description. The history. In seconds.

That listing then publishes to FanWagn.

FanWagn is the US marketplace built specifically for fan gear, where buyers search by team, player, era and memory rather than colour and size. The buyers there know exactly what they're looking for. They know what the shirt witnessed. And they pay accordingly. Average order value runs above $46, two to three times the typical resale figure for casual apparel, driven almost entirely by organic search. No paid acquisition. Fans finding fans.

Aistetic is proud to power the AI listing at the heart of FanWagn's marketplace. When a seller photographs their shirt, our AI writes the copy: title, description, and all the search data underneath it. The story is live before the impulse to list passes. The story is live before the impulse to list passes.

The campaign

Story Behind The Shirt is a campaign to find the shirts already out there: in wardrobes, in boxes, at the back of lofts. The Maradona 1986 shirt whose owner doesn't know what they're holding. The Baggio 1994 shirt from Pasadena, from the last time America hosted this tournament, the blue shirt, head down, ponytail, the most famous miss in football history on American grass. The England 2022 cardigan worn to a watch party in a front room somewhere.

Each one carries something a size chart can't capture. Each one has a buyer who will pay the right price when they understand what they're really buying.

Some of the shirts already live on FanWagn. A Nike England Three Lions cardigan from Qatar 2022. A Germany 2008 away jersey. A USA 2014 World Cup scarf from the Brazil tournament. A 2012 South Africa Puma national team jersey.

Every one of them has a story. Most of them weren't told until now.

The shirt knows the story. We just write it down.