clothing

John Pires sells urban streetwear at Fit Champs

BROCKTON – Every parent dreams to give their child the world, and for John Pires, he knew the best way to do that was to become a self-made entrepreneur and create an urban streetwear brand, No Amor clothing.

“My son is 7 years old, and I wanted to create a legacy for him and show my family I can make something of myself. I wanted to prove to myself I could do something different,” Pires said.

Pires, a Brockton native, and Brockton High School alumni, created No Amor in 2019. The brand name translates into English as no love. “Amor” means love in Portuguese .

As a kid growing up in Brockton, Pires tried many things to show his artistic side, from making YouTube videos to rapping, but was not too good at it, Pires said. 

One August afternoon in the basement of his cousin’s house, Pires started different wordplay to find a good name for the new business. 

John Pires started an urban clothing streetwear business in Brockton called No Amor, seen here on Friday, May 28, 2021.

Pires’s cousin didn’t like any of the names the pair suggested and offered some advice that the name should roll off the tongue.

After a few hours of deliberation, the two were able to come up with No Amor clothing. 

“No Amor, to me, means you can do anything you put your mind to. That’s what the brand stands for being creative. What I want to display in my clothes are my ups and downs. No Amor is a way of life. It’s putting your mind to something against all odds,” Pires said. 

Pires commissioned a tattoo artist to illustrate the logo to look like an ancient cave painting on a wall. He wanted the logo to have a raw feeling to it, Pires said.

John Pires started an urban clothing streetwear business in Brockton called No Amor, seen here on Friday, May 28, 2021.

Once the artist created the logo, Pires researched finding the best fabric for their brands. They purchased several samples of wholesale items for testing their durability and quality. 

“We want to provide our customers with the best quality items. I researched and sampled for months before picking a vendor for the brand,” Pires said.

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Once Pires finalized the first collection, marketing began. Pires said local rappers 5981 KAL and Dtheflyest bought the collections and showed support, which meant a lot to the upcoming clothing designer. 

The brand sells T-shirts, sweat suits and shorts. 

John Pires started an urban clothing streetwear business in Brockton called No Amor, seen here on Friday, May 28, 2021.

Other local clothing brands in Brockton also show support to No Amor by buying items, reposting the collections on social media and spreading it through word-of-mouth, Pires said.

Brockton has its own Harlem Renaissance once it comes to clothing brands and creativity emerging in the city, Pires said. Some of the popular local clothing brands he enjoys are GAS, CFN, Banks and Brancos, Dreams from the East, Stadium and Gutter Gear.