Cover Story: The Home Team

Article / Cover Story: The Home Team

In a constantly changing world, two St. Louis creatives have broken barriers, not only in Black fashion but reminding others to inspire, be the best you can be, and look good while doing it.

‘Graciously Noticed’ – To Be Seen, Heard, & Noticed

‘God is Gracious’ — a name that embodies individuality and purpose and is the inspiration behind Graciously Noticed, a brand making its impact in St. Louis. Founded by Jonnie Williams during the COVID-19 pandemic, the brand emerged after a period of self-reflection. Inspired by the Black Lives Matter protests, a realization of Black voices being overlooked, and an overarching question of how he could make a difference, Graciously Noticed was created with the goal of fostering empowerment and purpose.

His biggest inspiration for his designs came from his father’s timeless sense of style combined with his mother’s background in fashion shows, creating a look that blends elegance with a bold edge. Jonnie also draws inspiration from his surroundings, including art, music, sports, and nostalgic events from his childhood. He strives to embrace fresh creative ideas while keeping the brand at its forefront, embodying authenticity, empowerment, and just like his father – timeless style.

“We resonate with individuals seeking authenticity and a connection to a broader creative community,” he said. Coming from a musical background and a family of creatives, Jonnie seamlessly blends fashion, art, and music. He draws influence from hip-hop and Black culture as they go hand in hand.

Advisor. Mag asked what his soundtrack would be if he had to pick and Jonnie opted for Jay-Z, signifying how you can turn nothing into something. As the industry continues to grow, Graciously Noticed is making strides and challenging norms in Black fashion, especially in St. Louis – creating apparel that is “intentional and unapologetic”.

“My designs reflect personal heritage, artistic expression, and storytelling that uplift and empower. The next five years will be filled with new journeys and growth from STL to the world.”

Two designs, in particular, speak volumes about the brand’s perspective with the phrase “Life as we see it” and “Never go unnoticed”. Both capture the world’s essence and tell a story through a few words, for those who wear it. The transition, “Never go unnoticed”, in particular, highlights empowerment, confidence, and self-expression – ensuring that people not only feel seen but valued through their clothing.

Celebrating its fifth year, Jonnie continues to leave his mark on St. Louis, staying true to his vision and creating gracious designs that resonate deeply with people. Through it all, he’s focused on changing the narrative of his community by building his brand from the ground up and always standing firm on his why – embracing individuality and purpose.

“By being a brand rooted in authenticity and community, I create space for Black voices in fashion – not just trends but as lasting influences,” he said. “It is more than clothing, it’s our duty to leave an impact on people to the next generation – it’s a moment celebrating individuality, confidence, and community.

Through fashion, Jonnie emphasizes that life is more than what meets the eye, encouraging people to soak it all in, observe, and actively inspire boldness and recognition. With hope, his brand will continue to empower individuals to know that they are heard, loved, and truly noticed.

Photography by Malia Kachét & Kuro Blackk, Creative Direction by Safa Sankofa & Monica Jones, Styling by Safa Sankofa & AK Brown, Fashion Editing by AK Brown

‘Your Field’ – The Road to Greatness

The road to greatness starts with you, and Christopher, founder of ProField Sport, shows why apparel is more than just clothing – but an opportunity to create new connections and experiences that can transform your life. Previously known as ProField Reserve, Chris blends fashion with self-expression to create a world where people can walk with confidence and welcome new opportunities along the way.

After spending seven years on the Southside of St. Louis, he noticed a lack of quality shopping options. He then took it upon himself to create a space that would offer something valuable to the community. “I wanted something to feel elevating, something still casual, something the city could make its own,” said Chris.

Shying away from traditional designers for his work, Chris drew inspiration from the world around him, including pop culture, TV, his eight-year job at Finish Line, and the ’80s and ‘90s fashion. Growing up during the “Golden Era”, streetwear and hip-hop influenced his method of blending high and low fashion. Sports like basketball, tennis, and rugby also had a big influence on his designs, incorporating inclusivity for sports that may not be traditionally associated with Black culture. “I create my own style by flipping trends and mixing unexpected pieces – like pairing a polo with Jordan sneakers or vintage basketball tees with Tommy Hilfiger. I’m not afraid to push my limits with fashion, if it’s fly, I’ll make it work.” His creative process is continuously influenced by the world around him, with inspiration and vision truly embodying a true sense of self-expression. He challenges norms and pushes boundaries through storytelling and graphic work, transforming something as simple as a tennis ball into a masterpiece. “If I wear it and I like it, I trust others will feel the same,” he said. “My goal is to create wearable, relatable pieces that reflect personal style and resonate with my audience”

‘PARC’ and Success

Celebrating its fifth year, Chris began the process of rebranding to ProField Sport. He realized that he needed to create apparel that could be cherished not just one time, but for the years to come. What makes his brand unique is the simplicity, wearability and high quality, while also offering versatile designs allowing for sport fans to wear daily without the feeling of “gearing up for a game”.

However, quality goes beyond the clothes – it’s also about sustaining a community, thus The People’s Art Recreation Center was born. The People’s Art Recreation Center (PARC) was created as a result of ProField Reserve – now ProField Sport, providing a space where the community can teach, learn, and grow together and individually. Services or activities can range from simply meeting new people to joining a chess club, running, sewing, or business opportunities. Everyone is welcome, from residents to visitors, because expanding your skills and opportunities should have no limits.

“This space is a portal to greatness, it’s a portal to opportunity, a platform for people to take their dreams and bring them to life,” Chris said. “PARC for me is bigger than us just standing around in a circle trying to get a fit off, it’s how we truly push ourselves to the next level. There is more than standing around waiting for someone to do something – so I’m doing something and I found the right people to come do things with me.”

After five years, Chris feels that both ProField Sport and PARC have brought more value to the city compared to institutions, watching firsthand as the change and improvement unfold. It’s not just a representation of the city, but the realization that like-minded individuals are all around you.

“We’re getting 40 local artists on our wall for five months, and I will continue to do that,” he said. “We’re gonna find a way to bust through this snow globe of what St. Louis is.” ProField Sport not only makes an impact in the community but also within Black fashion, allowing each piece to serve as a message and reflection of his personal experiences and ensuring to keep it inclusive to resonate with diverse backgrounds.

“I’m proud that the brand speaks to everyone while honoring its roots, and it shows how fashion can transcend barriers while still staying true to culture,” he said. “Watching my creations become staples in people’s wardrobes has been incredibly fulfilling.” In a city hesitant to move forward, Chris makes it clear that without community and inspiration, progress is impossible. Instead of staying at a standstill, there’s always a way to continue your journey — even in St. Louis — and most importantly know your time. “In this city, they see it as a competition rather than as a resource, who cares if someone is inspired by you,” he said. “We can not move forward with only a few people. It’s gonna take hundreds of us to come together to move this city forward.”

Looking ahead, Chris’ aims to expand his reach, targeting global and national areas such as Paris, Canada, LA and more. As the brand grows, he also intends to introduce new products including sporting goods, accessories and footwear. His goal is to continue creating iconic unique pieces, focused on high quality over quantity, to keep people coming back.

“[Be] best at what you do and never apologize for it. I’ve found success by staying true to my roots but also making the brand universally appealing, ensuring that it’s not just for a specific group but for everyone who believes in the message of greatness,” he said. “It’s about creating clothing that not only serves as a statement piece but allows people to express themselves without saying a word. When clothing can change lives and push people to feel confident in their own skin, that’s when I know I’m making an impact. I want to be known as the greatest point guard St. Louis has ever seen – meaning things flow through me and I make sure that it gets passed to the right people.”

While ProField Reserve still holds a special place in the city’s heart, as with all good things, when one door closes, another one opens – and Pro Field Sport is on its way to expand beyond St. Louis and make its mark on the global stage.

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