About Us
What started as a t-shirt idea, transcended into a fashion brand.
Let’s go all the way back to the year 2020. During the height of the pandemic, when the world was unsure of its future, people were experiencing things they never thought possible, and when there was chaos all around, my vision was clear. The vision was: plan for a basketball tournament for the summer of 2021 and sell basketball shirts at the tourney! So for about a year, I planned for the tourney, and designed the staff shirts and the t-shirts we would sell. When it came time for the basketball tournament in 2021, I was excited because I knew teams would sign up! NO ONE SIGNED UP. After all of the flyers I passed out throughout the state and tri-state area, NO ONE SIGNED UP. After all of the people I talked to who said they would sign up, NO ONE SIGNED UP. This experience could have discouraged me, but it didn’t. The reason why is because I shifted my focus from what I thought was the main thing, to the main thing. The main thing was apparel. So from that moment, I took the same dedication to sports and put it into designing and creating apparel. From that, another change happened in December 2022: create, design, and market fashionable clothing. And here WE ARE.
Luce. Amorè.
Luce (pronounced “loo-chay”) and Amore (pronounced “ah-mo-ray'') are Italian for Light and Love. The reason why I chose those two words for the brand name is simple - Light of Christ and Love of God. As a follower of Christ, whatever I do should showcase the Luce of Christ and the Amore of God. Since “Light & Love” is the brand name and theme, Power and Beauty are the two words which strengthen the main theme. When we as people recognize how much power (abilities and capabilities) we have, and then we beautifully express it, we allow our light and love to be seen wherever we go. It’s my belief that when you wear anything from our brand, you’ll see your power and beautifully express it!
Who am I?
I’m Ray Moore. In West Philadelphia, born and raised (you know the rest). I am the husband to the best and most gorgeous woman on earth, and we have three sons together.
My Why.
I started this clothing brand in hopes of a way to speak to the world about Christ, without saying a word. When you put these clothes on, I want to feel the power and beauty that’s inside you and feel the light and love that someone has for you. We’re not advertising ourselves as a Christian clothing line. We’re a “make a person feel loved and confident” clothing brand.