Brand Focus: Moose Knuckles
Emerging from Montreal in 2009, Moose Knuckles has since grown to more than 200 employees, a presence in 25 different countries and yet the brand's Canadian DNA and underdog mentality remains as pronounced as ever. Learning from one of the founding partner's family history of over a century manufacturing coats, the brand has rapidly expanded in what had previously been seen as the unapproachable sector of outerwear to become one of the most prestigious names around.
Moose Knuckles have built their reputation through bringing a streetwear approach and ethos to premium outerwear products, crafting a cool-factor that other more traditional brands lack and with it a more tailored and fashionable look. Their designs showcase a unique sense of humour and often feature small references to their home country. Attention to the smallest detail is paramount throughout each collection and item released; the zipper used on their jackets is specifically designed for Moose Knuckles so that it won't freeze and the ice hockey themed internal motifs featured on some garments are prime examples.
Combining a focus on technicality with contemporary styling has allowed the brand to stand out amongst a host of iconic outerwear brands that tend to stick to a more traditional, boxy fits when it comes to their jackets and retain a younger demographic. The brand's marketing strategy is also aimed at a primarily younger demographic, with a focus on utilising popular influencers of the time.
Moose Knuckles remain committed to an ethical approach that includes addressing any environmental concerns targeted at the fashion industry. Through programmes the brand is involved with such as the Real Down Standard (ensuring all animals involved in the production of down receive five key indicators of animal welfare), every animal used in the production of a Moose Knuckles product receives a great quality of life and has been sustainably produced. Arguably no brand has done more to bring the world of premium outerwear into the 21st century.
