He painted me a reason to live.

Inseparable From the Very Start

Ryan and Landon Moss grew up in the Winston-Salem, North Carolina area, attending Calvary Baptist Day School and bonding over golf—a sport that gave their family some of its most joyful memories. But golf was just the beginning. These two were inseparable in a way that went deeper than most siblings ever get.

When Landon transferred to the University of Colorado, Colorado Springs, Ryan couldn’t imagine being left behind. He followed his brother west, and suddenly the Rockies became their backyard—hiking magnificent mountains, camping, skateboarding, snow skiing, and anything else that could fill their days with adventure.

“Although they were far from home, we were at peace because they were together. There was something about observing our almost-grown children enjoying life together that was very satisfying.”Susan Moss

Four Words on the Side of a Canvas

Landon was going through a deeply difficult time—battling anxiety, depression, and struggling severely with his weight and self-image. Ryan, who lived an adventurous lifestyle built on a high-risk, high-reward philosophy, could see his brother was hurting and wanted to do something about it.

For Landon’s 26th birthday in 2015, Ryan painted him a hand-made canvas. The painting depicted a faceless little man—quirky, with a tilted hat and an outdoor pullover—set against a backdrop that felt both personal and vast.

On the side of the canvas, Ryan wrote four words:

The message was clear: no matter the trials you are facing, keep your head up and your eyes forward—and live your life to the fullest. The painting became Landon’s most treasured possession.

The Day Everything Stood Still

In 2016, Ryan Moss set out on a solo hike in the mountains of Colorado. This was not out of the ordinary for Ryan—he lived for adventure, for elevation, for the breathtaking views that only come to those willing to climb. But a fall on the Warner Route at Black Canyon of the Gunnison would make this trip his last.

Ryan was 24 years old. He had lived those 24 years to the absolute fullest—exactly as he had encouraged his brother to do.

“I couldn’t function. He left when I was at my lowest.”Landon Moss

The grief was devastating. Riddled with guilt and sorrow, Landon avoided all of Ryan’s belongings for almost two years. Their mother Susan struggled too.

“How could I breathe the next day? There were days that I didn’t think I could function.”Susan Moss

A pastor friend offered the counsel that would eventually set them free: “Find a way to let Ryan live.”

From Grief to Something Greater

When Landon finally worked up the courage to open one of Ryan’s boxes, he found the painting. The one with four words on the side. And something shifted.

Ryan had loved adventure, clothes, and giving back to his community. So Landon called his mother Susan with an idea: start a lifestyle brand that captured the essence of everything Ryan loved.

Head Up Eyes Forward launched as a small online t-shirt shop in September 2020—a startup in the middle of a pandemic, born from grief and love. And something remarkable happened: people connected with it. The story resonated. The mantra meant something.

Meanwhile, the brand was quietly changing Landon too.

“When I found this painting… I dropped 175 pounds and just got rejuvenated and back into life.”Landon Moss

He fell in love with running. He embraced the outdoors, clean eating, and adventure—the exact life his brother had always believed he was capable of. Ryan’s message reached through time and pulled his brother back to life.

Built to Give, Not to Keep

From the very beginning, giving back was baked into the brand. HUEF started by donating 10% of every sale to local charities. But for Landon and Susan, 10% wasn’t enough.

In July 2022, they made a decision that few businesses ever make: they converted Head Up Eyes Forward into a strictly nonprofit operation—donating 100% of brand profits to worthy causes, rotated quarterly among organizations making a real difference.

That same year, they opened Moss Mountain Outfitters—a full outdoor gear and apparel store in the heart of Danville’s historic River District, carrying brands like LL Bean, Jetty, Black Diamond, CamelBak, and 4Ocean alongside HUEF. The store became the physical home of Ryan’s legacy.

“We want to embrace people that come in. We want to have that friendly vibe. It’s an experience—our version of letting him live on, because that’s the way he lived his life.”Susan Moss

By 2023, Head Up Eyes Forward had raised and donated over $30,000 to charities throughout Danville and surrounding regions—each one chosen intentionally, just as Ryan would have.

“Walls come down, people share their stories… if we could offer one second of encouragement to someone else that we received when we needed it so much, that’s really encouraging.”Susan Moss