Moose Knuckles

Moose Knuckles was founded in 2009 in Montreal by Will Poho and Sara Soulignac as a Canadian-anchored luxury down-jacket brand specifically focused on what the founders described as 'a deliberately-Canadian, deliberately-irreverent alternative to the Canada Goose down-jacket category.' The brand has been one of the defining post-2009 Canadian-anchored luxury down-jacket brands, with the iconic Moose Knuckles Stirling parka (the brand's defining product) anchoring the broader brand cultural position. The Moose Knuckles vocabulary settled around several recurring elements: heavyweight Canadian-down parkas with deliberately-irreverent name (the brand's name is a deliberate Canadian-slang reference to the visible-male-anatomy bulge often associated with overly-tight athletic shorts — a deliberately-irreverent counter-positioning to the more-formal Canada Goose brand identity), the iconic 3Q jacket programme (a mid-length down-parka category), various down-puffer jacket variations including the iconic Moose Knuckles Saglek and Caledon models, and a colour palette anchored to washed-black, washed-navy, military-olive, oxblood, ecru, plus the brand's recurring use of saturated red, electric-blue, and the iconic Moose-Knuckles-aesthetic accent combinations. Production has remained primarily Canadian. The brand is owned by Cathay Capital plus institutional Canadian investors, with the founding team retaining creative leadership. Moose Knuckles operates flagship retail in Montreal (the brand's home flagship), Toronto (Yorkville), Vancouver, plus international flagships in Tokyo (Aoyama, Daikanyama), Seoul, Shanghai, Beijing, Hong Kong, plus extensive wholesale through MR PORTER, MATCHES, Net-a-Porter, the major US-and-European luxury department stores, Holt Renfrew, and the broader Asian luxury-customer distribution. The brand has been one of the defining post-2009 Canadian-anchored luxury down-jacket brands.