The Brand
From early on, Armani (the founder of Take Risks) insisted that the 'Take Risks and Prosper' brand would encompass more than just clothing. This was proven with his podcast "Conversations With a Risk Taker" which has hosted rap stars like Digga D, Potter Payper and Rimzee.
And the most recent extension of the brand is the Take Risks flagship store. The shop has become a landmark within urban culture, and an essential pitstop for rappers passing through Birmingham's city centre.
Facing Challenges
Located in Birmingham's most prominent shopping mall, Bull Ring & Grand Central, the Take Risks store first opened to the public on the 8th of October 2022. The day marked a new chapter for the brand as Armani and his team readied themselves for the new challenge of running a brick & mortar operation. However, this is not where the challenges began.
The initial announcement of an oncoming Take Risks clothing store was actually posted on social media in mid-November 2021, just as the British public began to return to some level of normality, following two years of lockdowns and social-distancing. Things began to look like they took a turn for the worst as supporters of the brand anxiously waited for almost a full year before the shop eventually opened. However, the wait was only due to regulatory requirements beyond Armani's immediate control. Thankfully, he managed to jump every hurdle and run through the red tape.
Risky Business
The next challenge would be generating enough foot-traffic to justify having a physical store. The rise of Take Risks largely took place online, with onlookers mainly seeing the brand in social media posts and youtube videos, while customers bought the clothes via the Take Risks and Prosper UK website. The success of Take Risks is a result of orders coming in from across the entire UK and all over the globe. So, setting up in a distinguished (i.e. not cheap) location, completely dependent on foot traffic, came with a level of risk that many e-commerce companies would've likely shied away from.
So how did the store go on to thrive?
Well, firstly, like any seasoned risk-taker, Armani hoped for the best while preparing for the worst. Though he didn't initially announce it, the original lease of the store was actually only valid for a few months. It was basically supposed to be a pop up! However, the trial run allowed him to measure the viability of the operation. Things worked out so well that the lease was extended into a long-term agreement.
A Rapper's Home Away From Home
From day one, a pillar of the Take Risks brand has been British urban music. The pioneering UK Drill group 6ix 7even played an instrumental part in putting Take Risks on the map, particularly when they rocked reflective Take Risks windbreakers in the music video to their 2016 hit single "Let's Lurk," featuring Giggs.
The place that the brand came to hold within UK street culture has resulted in the Take Risks store doubling as both a shopping location and a popular checkpoint for urban artists passing through the area. Brum natives like M1llionz and Mist have been spotted there on multiple occasions, casually showing support.
Mist also shot footage for the music video to his song "Birmingham" directly outside the shop.
London-based rappers Digga D and Slim have shot footage for music videos there too. Both artists were originally there to sign autographs for fans as they had projects dropping, and chose to take advantage of the moment.
From Tunde, to Jordan McCann, to M Huncho (on behalf of Potter Payper), artists from all over the UK have stopped by the Take Risks store to promote their projects and greet fans. Every time Take Risks has shared their store with an artist, the artist has also shared their fans with Take Risks. This powerful exchange breathes life into the culture and highlights the importance of cultural hubs like the Take Risks store.
