MOOR is an e-commerce retail brand that represents unexpected brilliance. Our society has generated expectations of value based on things like race, class, ethnicity, gender, sexuality and background overall. As a black owned company, we have seen how the very word "black" has developed a set of expectations, or lack of expectations, of its own. We produce clothing that helps highlight the unexpected genius. We are talking about that human that has an ability to create, although our society may expect much less of them. We do not reject any other culture, but we do acknowledge that our greatest starting point is our own.
Did you notice the black lightbulb? At first glance it may not seem valuable or able to emit light, but black light actually does much more. It exposes us to things the human eye could not see beforehand. It therefore not only meets our expectation of value; it exceeds it as well. We believe in the unexpected brilliant.
Our mission is to help fix the negative connotation associated with the word "black." Please see a brief synopsis of how we got here below:
MOOR Games is founded to fuse mobile games and urban pop culture. Two young black men came together to produce mobile games that represent the diverse array of people that play them. We started with what we were most familiar with, black content.
Hip-Hop star Fetty Wap is signed for a mobile racing game. The game will be based on street racing culture and will have Fetty's image, persona, language and overall brand fused into it.
Fetty Wap: Nitro Nation Stories is launched live from the corresponding launch event in the Flatiron district of New York City.
MOOR is formed as a holding entity that now houses MOOR Games and other brands to be announced in the future. MOOR produces The Fellowship. The event is an invite-only social gathering for diverse creators, entrepreneurs & influencers in the New York City Metropolitan area.
MOOR is redefined as a company dedicated to correcting the negative connotation associated with the word "black."
MOOR WEAR is launched.