Today we’d like to introduce you to Javon Talley.
Hi Javon, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I’m a country boy from Hollywood, South Carolina, so this way of life has always been a part of me. Morningstar Ranch was born from wanting to preserve cowboy culture while telling the stories that often get left out—from Charleston’s early cowboy history to the Brown and Black cowboys, outlaws, and lawmen who helped shape it.
I wanted it to be more than something you wear to a rodeo or concert. It’s about changing what people picture when they hear “cowboy.” I’m not trying to rewrite cowboy history—I’m helping tell the whole story.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
One of the biggest challenges has been fighting against what people have been taught a cowboy is supposed to look like. Western culture and the Western apparel industry are still largely driven by a traditional white American image. So when people see a Black man in a cowboy hat, the reaction is often “Black cowboy,” a celebrity comparison, or even assuming we’re playing a character or LARPing.
For generations, Hollywood gave us the John Wayne image of the cowboy, so challenging that creates some cognitive dissonance. The obstacle for Morningstar Ranch is getting people to understand that we aren’t trying to insert ourselves into Western history—we’ve always been part of it. We’re simply telling the pieces of the story that weren’t always shown on screen.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
One of the projects I’m most proud of is our Outlaw Collection. I take figures from Western history—outlaws, lawmen, cowboys and pioneers—and turn their stories into wearable art. But I purposely focus on people whose stories weren’t always given the same spotlight, especially Brown, Black and Indigenous figures who were part of shaping the West.
What sets my work apart is that I’m not just designing something because it looks Western. I research the person, their story and what they represented, then build the artwork around that. Someone might buy a shirt because the design catches their eye, but then they learn who Nat Love, Bass Reeves, Bill Pickett or Stagecoach Mary actually were. That’s what I’m most proud of—using art and fashion to make forgotten history interesting enough that people want to learn it.
Can you talk to us a bit about the role of luck?
My father always told me never to believe in luck, and that stuck with me. I believe most of the opportunities I’ve had came from being authentic, staying consistent, and genuinely having fun with what I’m creating. I never built Morningstar Ranch by trying to follow trends or become what I thought people wanted to see.
I’ve just continued being myself, telling stories I care about, and creating things I would actually wear. Some opportunities may look like luck from the outside, but I believe when you consistently put genuine work into the world, eventually the right people notice it.
Contact Info:
- Website: https://morningstarranch.myspreadshop.com/
- Instagram: https://www.instagram.com/morningstar_ranch?stkn=cWx4bHEwNnRiNTl5&utm_source=qr
