Valley native uses passion for central California to launch clothing brand

FRESNO, Calif. (KFSN) – Dorian Castro, originally from Huron, celebrates his first birthday as a clothing entrepreneur in the Central Valley.

“For me, Fresno is a big city. For me, Fresno is my LA, my San Francisco. So I felt I had to be here and have an impact here and stay here. So the brand is Cencr. We want to represent central California, ”Castro said.

He developed his own brand called Cencr, pronounced sincere. The name uses “cen” to pay homage to central California and showcases its love of music and positivity on clothing.

“Cencr is a brand based on hip hop and faith. There are a lot of motivational quotes on the t-shirts, and they come from hip hop lyrics,” Castro said.

Like many, the past year and a half has been difficult.

He was working for the Fresno Grizzlies when the pandemic unfolded.

“I was fired a few months or a month later, and I just took my last check and invested it in the brand,” Castro said.

He decided to take a leap of faith, and it paid off in online ordering.

“A lot of our orders come from the Valley, but we ship to Houston, New Jersey, New Carolina. It’s the fun part to see those orders come in,” Castro said.

They also saw great support from local residents.

“I feel like Fresno is a clean canvas, where people can come and enjoy the creation and making of things here,” Castro said.

A budding entrepreneur passionate about pursuing his dreams in a growing city.

Castro has big plans for the future. He is finalizing the work on his mobile trailer in order to be able to bring his creations to the towns of the valley.

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