Shirts with attitude: Behind the designs that Boston sports fans love to wear

BOSTON — It's a great time to be a Boston sports fan. The Red Sox will be playing into October; the Patriots are off to a strong start; the Celtics are favorites to win the East Division; and the Bruins are hoping to make the playoffs too.

A local entrepreneur has made a business of helping fans wear their hometown pride.

Mahlon Williams has been outfitting Boston sports fans for more than 15 years now at I Love Boston Sports. His creative designs, combining the teams, the stars, and the city has made him a huge success. "It definitely exceeded what I had envisioned initially. I had a goal of selling 10,000 T-shirts. If I could sell 10,000 shirts, I would be happy."

It didn't take Williams long to quickly exceed that goal. Fans have reacted positively to his smart and sophisticated designs, like his take on the Beatles' Abbey Road album cover which shows four Boston sports stars crossing the street. And of course, one player is barefoot.

Williams earned a degree in economics from Wheaton College in Norton and had built a successful career in finance before deciding he wanted to start his own business.

His favorite subject these days is Bill Belichick. Williams' design showing the various moods of the Patriots coach -- all with the same stoic picture -- became an instant bestseller.

Many of Williams' pieces also focus on the past glories of Boston sports, featuring icons like Larry Bird and Red Auerbach. He said connecting with that nostalgia "is the key to everything that we do."

Williams cannot use team logos due to copyright laws. Some celebrities have asked for a donation to a charity for using their image, which he says he's been happy to do.

Cox Media Group