Darren Moore, Lonzo Ball’s Manager, is Creating His Own Path with New High-End Clothing Brand
Whether you’re pulling up to the summer circuit in a pair of comfortably beat-in Birkenstocks or effortlessly dawning jersey dresses like A’ja Wilson, the security and confidence associated with a pre-game fit typically carries onto the court.
“I would always walk into my college arena with whatever I was in and it gave me the confidence to go onto the floor and do what I was gonna do,” Darren Moore tells SLAM, the founder and owner of the versatile Moore Clothing Brand.
As Lonzo Ball’s manager and former pro hooper himself, the once All-Big West guard and coach at Chino Hills has watched the game’s fashion trends come and go for over a decade. All the while, the feel-good play-good methodology has never faded.
Bottling that transition of conviction, Moore is now bridging the gaps between functionality and NBA players’ eccentrically suave get-ups—helming his own identity after years of helping individuals within the League achieve theirs.
Those within the NBA circle understand the importance of a versatile wardrobe. Executives, players, agents and friends all know the night doesn’t simply begin or end with the game at the arena. Meetings, dinners and socials are a weekly occurrence.
Having a universal selection of pieces is as clutch as Stephen Curry in the fourth. But utilizing the same outfit for all three or more scenarios is where the night’s planning takes a bit more effort.
“Whenever I go on vacation, that’s when it started to hit me. I always had to go shopping because I needed some type of resort wear, loungewear or dinner wear. And that’s when I was like, I’m tired of having to piece things together all the time. If I just came out with a collection that had everything that embodied how I moved, I think people would enjoy that,” Moore says.
The recently launched clothing brand offers a diverse range of wear for a full schedule of festivities. Blending classic styles with modern aesthetics, rose pink silk button-ups, relaxed corduroy trousers and wool hats have invigorated both tunnel walk ensembles and Coachella attire.
“I’m always on the move. And sometimes you want to change outfits for different occasions, but I don’t want to do that,” Moore says with a laugh. “I like to have certain outfits that just be universal and I’m always very presentable wherever I go.”
With the help of Leverage’s Chris Ngo and a team behind the banner, Moore Brand launched its inaugural collection on April 1st. Applicable from Poole Parties to evening dinner reservations, the 16-piece roster of premium-crafted pieces adds yet another element to the synergy Moore sees between fashion and sports. One he’s responsible for on his own.
“It’s the first time I ever got to see real ownership and really get to see what it’s like to be creative,” Moore says.
Inspired by the spring and summer seasons, Moore envisioned the brand’s first capsule through a business casual and vacation wear lens. Tonal palettes and understated aesthetics run rife across the zipper polos and oversized tees. The cursive Moore logos on each piece are recognizable yet overtly simplified, allowing for the textures and quality to revel in the limelight.
“I’ve always felt you can make a statement without having to do much. With fashion being a way of expressing yourself, Less is Moore,” he says.
The corduroy pants and vintage-style wool hats have quickly become a favorite amongst those in the L. And even though lasting comfort was the driving force in design, the diverse use of materials takes a striking blow to the “too loungey” comments and offers an upscaled option. Toss on a silk button-down and the latter dissipates faster than your favorite NBA player sprinting to the locker room.
From Jalen Green and Nickeil Alexander-Walker to Jonathan Kuminga and Onyeka Okongwu, Moore Brand has quickly asserted itself amongst the greater NBA community. While we can’t get into too many details, 2024 is going to feature a few exciting collaborations. Nothing too flashy. Nothing too grandiose. But certainly steeped in the feeling Moore got as he entered the Bren Events Center at UC Irvine.
“When they (NBA guys) walk down a tunnel, it gives them confidence, it gives them swag going into the arena. So moving forward into Collection 2, Collection 3, we’ll continue to embody that. Different things that guys can present themselves in and say, ‘Hey, I’m here, I’ve arrived.”
Photos via Courtney Nuss / @courtney.nuss
