Penny Luck designer & founder, Brian Munoz was compelled to create this brand after his entrepreneurial journey convinced him that LUCK plays an important role in all of our lives.

Brian’s journey led him to network with some of the wealthiest individuals in America – he would ask these successful people what contributed to their success. Their answers all consisted of three factors: hard work, risk and LUCK. Brian never forgot this formula for success.

Anybody that knows Brian, knows he loves shoes and it runs in his blood. Brian’s grandfather was an orphan of Spanish immigrants and worked his entire life to make something of himself. Forced to be fiercely independent, he became a shoe smith in the 1930’s. Eventually, he went on to open a store of his own, selling handmade shoes on Pico and Lincoln Blvd. in Santa Monica, California. Brian was inspired to use his business skills and continue a family legacy that includes his own personal journey to success. Penny Luck was born out of a desire to provide customers with the confidence and good luck they need to achieve their dreams.

Shortly after Brian and his wife Meagan started Penny Luck, Brian’s brother, Mark became interested in the brand. Mark encouraged Brian and Meagan to understand that the American Dream wouldn’t be possible without the men and women who fight to protect our freedom. Mark is a Navy Veteran. He did 2 tours in the Middle East as a medic alongside the Marines. This experience caused Mark to become determined to find a way to continue giving back to his fellow soldiers. Mark joined the family business and Penny Luck partnered with the Purple Heart Foundation to donate penny customization proceeds to help Veterans with PTSD. Penny Luck is also dedicated to hiring Veterans. All pennies on our soles, customized or not, are placed by a Veteran. Penny Luck remains a growing family business and strives to use their business platform to make a difference in the lives of U.S. Veterans.