A labor of ‘No Love’
For a large number of Cedar Shoals students, a graphic hoodie or hat featuring a unique skeleton and broken heart combination is a staple piece in their weekly attire.
This fashionable unity is only possible because of Junior Jameson (Jamie) Williams, the founder of the “No Love” clothing line growing in popularity in Athens and surrounding areas.
“I chose the name because I want people to be aware of the fake love and bad intentions around them and how they can cause pain,” Williams said.
Using his fashion sense, creativity and money from his previous part time job at Little Caesars, Williams launched his clothing business in early 2020. He designs and sells T-shirts, sweatshirts, hats and other streetwear items.
“First I draw out my designs on paper and then create them on the computer. After that my cricut machine prints and cuts them so that I can place them on the clothing,” Williams said.
When sophomore Zoey Hillery heard about Williams’ business, she was excited to place her order.
“I think it’s really cool that Jamie has his own business, being so young. I wanted to be the first customer and I was kind of upset that people beat me to it,” Hillery said.
When purchasing her hoodie, the distinct patterns and images caught her attention.
“All of his designs are so unique and no one is really creating anything like them,” Hillery said.
Williams’ designs usually feature bones, hearts and phrases such as “Love me, hate me” or “Love is rare.”
“I get inspiration for designs when I’m scrolling on Instagram or hearing things people say to each other,” Williams said.
He promotes new products and releases with both his personal and business Instagram pages. He also does giveaways and customer shoutouts.
PUTTING IN THE WORK: Jameson (Jamie) Williams, the creator of “No Love”, works on a design for a sweatshirt. The Junior works on creating his products after school and on weekends. “Most of my room is really used for my business,” Williams said. Pictures by Zaya Roberson.
“My girlfriend is a big supporter of my business and she helps me promote it at Gainesville high school as well,” Williams said.
In addition to his girlfriend, Williams’ parents and younger brother encourage his entrepreneurial feats.
“Our dad helped him buy the machine he uses and we all always repost when he drops new clothes,” Williams’ younger brother Jace Williams said.
Their mother Candy Alington was originally surprised by Jamie’s commitment to No love.
“When he first got his cricut for Christmas a year ago I thought making clothes would just be a hobby, I never thought his business would be as big as it is now,” Alington said.
She credits Williams’ success to his strong work ethic.
“He works on his clothing everyday after school and on weekends. Even when his friends are over they’ll all go to another room so that he can focus,” Alington said.
Because of his added responsibilities Williams peers and classmates view him as a role model.
“I’m so proud of Jamie and all he’s doing for himself. He’s a great representation of our school.” Junior Spratley Haynes said.
Haynes currently owns three “No Love” hoodies and has plans to purchase more.
“Jamie is part of a movement of successful young black entrepreneurs so of course I have to support him,” Haynes said.
“No Love” products range in price from $20 to $70 and purchases are made through the No Love website: noloveclo.com.
“At first I used to make sales through Instagram DMs (direct messages),” Williams said. “But because of the amount of out of state orders I was receiving I had to create the website.”
Williams’ constantly sells more than his monthly sales goals and the bulk of his products sell out in just a few days.
“Money is needed in life to succeed, so the fact that Jamie is making so much money in a positive way is amazing,” Junior Amadi Smith said.
While other juniors stress over standardized test scores and future college applications, Williams plans to continue and grow his business after he graduates from high school.
“I’ve already made sales in places throughout the country. I want to expand and move business worldwide,” Williams said.
Being an entrepreneur has allowed Williams to learn critical life skills outside of a traditional classroom setting.
“One lesson running No Love has taught me is to keep growing and improving. When I drop a hoodie or clothing item that doesn’t make many sales I know to make changes to the designs and not give up,” Williams said.
