It all started with a simple phrase: "Keeping it cool."

Every time someone asked Moose how he was doing, that was his answer—especially on days when systemic racism and discrimination weighed on him. It wasn’t just a casual response; it was a mantra. A way to move through the world with dignity, resilience, and peace, no matter the challenges.

Moose began making stickers with the phrase and handing them out to friends, strangers, and anyone who needed a reminder to stay steady in the face of adversity. Soon, Keeping It Cool grew beyond a few stickers—it became a movement. A mindset. A way of life.

Now, Keeping It Cool is a lifestyle brand that celebrates calm strength, self-care, and perseverance. We create loungewear, hats, water bottles, and everyday essentials that remind us to take a deep breath, hold our heads high, and keep going. And because we believe in real change, we donate up to 5% of our net profits to initiatives working to build a more inclusive, just world.

But Keeping It Cool is about more than personal resilience—it’s also about fighting the division that keeps us apart. In a world where polarization fuels hate and misunderstanding, we stand for steady, thoughtful action. We believe that real change happens when people stay engaged, listen, and push forward without losing their sense of balance. We don’t just react—we respond. We don’t just fight—we build.

Vision Statement

We envision a world where people of color—and all people facing discrimination—can navigate life with greater peace, confidence, and community support. Keeping It Cool is more than a brand; it’s a movement toward self-empowerment, social change, and a future where strength and serenity go hand in hand. We strive to break down the walls of division, helping people find common ground in a society too often driven by fear and hostility.

Core Values

Resilience – We believe in the power of inner strength and the ability to keep going, even in the face of injustice.

Inclusivity & Bridge-Building – We are committed to uplifting marginalized communities while also fostering conversations that bring people together rather than push them apart.

️Action & Impact – We donate up to 5% of our net profits to organizations working toward real change in the fight against racism, colorism, and discrimination.

Authenticity – Keeping It Cool started from a real place, and we stay true to that. Our products and messaging reflect lived experiences and the real challenges people face.

Fighting Polarization – We reject extremism and division. Keeping It Cool promotes thoughtful, steady engagement, encouraging people to resist hate, fear, and reactionary thinking while working toward lasting progress.

Solidarity in Action – Wearing or using Keeping It Cool products is more than a fashion choice—it’s a statement of support for a just, inclusive society. It’s a nod of solidarity to those facing discrimination, a reminder that they are seen, valued, and not alone.