SEMA eNews Vol. 14, No. 46, November 17, 2011

Hot Rodder Highlight: Adam and Noah Howard, No Joke Upholstery

  no joke
  Adam and Noah Howard of No Joke Upholstery, LLC.

HRIA thanks Adam and Noah Howard with No Joke Upholstery, LLC for their continuous support. No Joke Upholstery is a true "cut n' sew" automotive upholstery shop. Services include but are not limited to: full custom interiors, custom motorcycle seats, leather upgrades, OEM repairs, convertible and sim-con tops and mobile electronics.

As brothers, Adam and Noah have always been intrigued by cool cars. While growing up, they basically lived at a local drag strip slot car track, which was where their roots were planted in the custom automotive world. After they graduated high school, Adam and Noah decided to start their own custom car shop. They basically asked themselves, "How hard can it be if these guys are still in business?" Well, truth be told now, it isn't easy by any means. They still feel like there is lots to learn and this motivation has helped them grow. The Howard brothers started off just selling aftermarket car parts but quickly realized that to make an impact, they would have to discover a unique niche, so they found that niche in the upholstery/trim part of the industry. The upholstery segment fit well with their mix of detail-oriented and creative personality traits.

In just nine years, Adam and Noah have received a Platinum and two Gold placings in Upholstery Journal Magazine's 2010 Design & Craftsmanship Awards. They are members of SEMA; the PRO, HRIA and YEN councils; the Mobile Electronics Retailers Association (MERA); and Industrial Fabrics Association International (IFAI).

This year’s project car is a ’27 Ford Roadster, which was displayed at the 2011 SEMA Show in true charitable fashion. “When we think of hot rods, this is what first comes to mind—the original raw and rough salt flat racers," Adam said. "This vehicle was actually our 2011 HRIA Pinewood Builders Challenge entry. We will eventually build a full-size hot rod, but at this time, we are way too busy keeping up with all the customer projects to even think about our own.”

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