Our Story

Four Words on a Canvas

For his older brother Landon's 26th birthday, Ryan hand-painted a canvas — a faceless figure in outdoor gear against a vast landscape. On the side, Ryan wrote four words: Head Up. Eyes Forward.

It was Ryan's way of encouraging Landon, who was struggling with depression, anxiety, and weight issues. A message from one brother to another. Neither of them knew how much those four words would come to mean.

In Memory of Ryan

Ryan Wood Moss (born February 25, 1992) was 24 years old. He loved the mountains with every part of who he was — hiking, camping, skiing, skateboarding. The outdoors was his life.

In June 2016, Ryan lost his life at age 24 when he fell into a canyon during a solo camping trip at Black Canyon of the Gunnison in Colorado. Landon spiraled back into grief, depression, and self-destructive habits, avoiding Ryan's belongings for nearly two years.

175 Pounds Lost. A Life Found.

Around 2018, Landon found the painting in a box of Ryan's belongings. Something broke open. He took Ryan's words literally — head up, eyes forward — and started walking. Then running. Then climbing. He dropped 175 pounds through clean eating and embracing the outdoors.

The trails became his therapy. The outdoors became his purpose. And with his mother Susan, he began to imagine a way to turn Ryan's message into something bigger than a memory — something that could help other people find their way forward too.

Head Up Eyes Forward Launches

Landon and his mother Susan launched Head Up Eyes Forward as an online t-shirt shop — Ryan's painting as the logo, his four words printed on apparel that carried his spirit forward. Initially donating 10% of profits to local charities, the mission was already bigger than merchandise.

What began as a small online operation quickly became a movement, supported by people all over the country who connected with Ryan's story and the message he left behind.

Doors Open on Main Street

Susan and Landon opened a physical store on Main Street in Danville's River District, initially under the name Head Up Eyes Forward — an outdoor apparel store honoring Ryan. What started online now had a home where customers could walk in, experience the mission in person, and feel the warmth of the Moss family.

Ryan's original painting hung above the register. The store quickly became a beloved part of the River District community.

Moss Mountain Outfitters Is Born

As Head Up Eyes Forward grew, Landon and Susan grew uncomfortable with the idea of profiting off Ryan's name. They made a decision: turn Head Up Eyes Forward into a 100% non-profit — every dollar of profit going back to charities supporting mental health and the outdoors.

But they also knew Danville still needed a real outdoor outfitter — a place locals could count on for hiking, camping, and apparel. So they launched Moss Mountain Outfitters: the for-profit retail store carrying premium brands like KÜHL, Big Agnes, Smartwool, Toad & Co., and dozens more — while still proudly stocking HUEF-branded apparel so Ryan's message keeps reaching new people.

The name says it all — "Moss" is the family surname, "Mountain" represents Ryan's love of the mountains and the outdoor life that transformed Landon. Two missions, one family: HUEF has now raised and donated over $30,000 to charities including God's Storehouse and House of Hope, and Moss Mountain keeps Danville geared up for every adventure.

Landon & Leah Say "I Do"

On March 8, 2025, Landon married Leah — a new chapter for the family, and for the store. Leah has been a fixture in Landon's life through the growth of Moss Mountain, and this day officially made her part of the Moss family.

The wedding was everything you'd expect from the Mosses — surrounded by family, friends, and the community who showed up for them just like they always show up for Danville.

Leah Joins Moss Mountain Outfitters

In July 2025, Leah officially joined Moss Mountain Outfitters — bringing her own voice, energy, and vision to the store. What started as Landon and Susan's project now has a new generation of Moss family helping carry Ryan's message forward.

Whether she's welcoming a first-time customer, dialing in a gear recommendation, or helping plan the next community event, Leah has become a core part of what makes the River District store feel like home.