Meet Vernell Moore Jr. | Risk is Key Founder

We had the good fortune of connecting with Vernell Moore Jr. and we’ve shared our conversation below.

Hi Vernell, can you walk us through the thought-process of starting your business?
Risk is Key actually began as a school project. We were assigned to study an entrepreneur we admired, and I chose Ralph Lauren. The more I researched his story, the more inspired I became. Looking at his example and at the brands my classmates and I were wearing, I realized I could create a brand that could be inspirational, relatable, and fun. I spent a lot of time exploring the streetwear scene and the communities forming around different brands. The more I studied, the clearer it became that there wasn’t a brand that felt genuinely connected to people like myself and my peers. There wasn’t a community-focused, fun, motivational, and affordable brand that truly encouraged people to be themselves. Most brands looked cool, but none really spoke to that inner voice that says, “Take the risk. Be authentic. Believe in your dreams.” That’s when the vision for Risk is Key started to take shape. It wasn’t just about making clothes to sell; it was about building confidence, community, and a space where Gen Z, college students, young creators, athletes—anyone with ambition—could see themselves reflected. I envisioned the brand as that moment when you put something on and immediately feel confident. Clothes that lift you without prices that push you out. My approach combined research, reflection, and the inspiration I drew from studying Ralph Lauren. Risk is Key was born from the idea that the life you want is always on the other side of a risk worth taking, and I wanted to build a brand that reminds people of that every day.

Alright, so let’s move onto what keeps you busy professionally?
What makes Risk is Key truly special is that we’re more than just a clothing brand; we’re a welcoming space where everyone can feel safe and inspired. We’ve created a community that encourages you to believe in yourself, chase your dreams, and never regret taking a risk. Every piece we share and every story we tell is rooted in confidence, bravery, and becoming your authentic self.

One thing I’ve realized on this journey?
Follow your passion and try not to let the opinions of others sway you off your path. Not every voice needs a place in your mind, and not everyone offering help is meant to be part of your journey. If their energy doesn’t align with your vision, it’s okay to step back. Remember, you can’t make everyone happy, and staying true to your purpose is what truly matters.

Here’s what I want the world to know about us:
Risk is Key is here for the dreamers, the underdogs, students, creators, and those figuring things out along the way. We’re proof that your story can start anywhere—a school project, a small idea, a big vision—and grow into something real if you’re willing to take the chance.
Our brand is all about inspiring you to embrace that risk you’ve been hesitant about. And it’s a gentle reminder that the life you want awaits on the other side of courage.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
During the week, start with a walk in Discovery Green Park. For lunch, explore diverse cuisines at Fin Hall, then enjoy the rooftop view at POST while shopping at local markets. Don’t miss happy hour at 8th Wonder Brewery and tacos from Space City Barriá. If you’re looking for healthier options, Nija Ramen is open until 2 AM, and you can also have lunch in the downtown tunnels.
For lunch options, try Trill Burger, Ninfa’s, or ChopNBlock, and visit The Pit Room and Killeen’s for barbecue.
Explore Montrose and the EaDo area, visiting Axelrad Beer Garden and the Montrose Collective, especially La La Land Kind Cafe. Check out the Houston Mural tour, the Museum of Fine Arts, the Color Factory, and the Downtown Aquarium. Bellaire Chinatown offers unique cultural experiences, and The Galleria, Memorial City Mall, and Highland Village provide great shopping options.

Who else deserves some credit and recognition?
Risk is Key wouldn’t be what it is without a whole community behind it. First, I always go back to Ralph Lauren. He was the spark, and his story was the moment that made me say, ‘If he could build something iconic from a dream, maybe I can too.’ That inspiration is a huge part of our foundation. But honestly, the biggest credit goes to the people around me.
Our team is the ones who show up with ideas, energy, late nights, early mornings, and a belief in the brand, even on days when things get tough. They help shape the culture, the creativity, and the heart behind everything we put out. Our ambassadors and friends of the brand—the people who share our message, rep our pieces, and bring Risk is Key into their world. They’re the storytellers who help our mission reach people we couldn’t reach alone. Our customers and community—this is really who I built the brand for. Every comment, share, DM, or video wearing our pieces fuels us more than they know. They’re not just buying clothes; they’re helping build a movement around confidence, courage, and taking risks. And of course, my family and friends who were the first to believe in me, long before the brand existed. Risk is Key is a community, not just a brand—and I’m grateful for everyone who’s been part of the journey

Website: https://www.theriskiskey.com

Instagram: https://www.instagram.com/riskiskey

Linkedin: https://www.instagram.com/riskiskey/

Twitter: https://twitter.com/riskiskey

Facebook: https://www.facebook.com/riskiskey

Youtube: https://www.youtube.com/channel/UCNRz2NiLr24W9wYQaegMn2A

Other: Spotify Podcast: https://open.spotify.com/show/6GMdLI7vWjUadAANVaLGbZ?si=a9Ne7Q-EQvyMlieYo8qk8A