Disgraced American Apparel founder Dov Charney is rumored to have said he encourages young delinquents to steal his clothes—because, you know, if you’re cool enough to get away with stealing American Apparel, you’re probably cool enough to wear it. Moose Knuckles, the outerwear brand who, in a decade, has all but usurped Canada Goose as the must-have high quality coat label, seems to be embracing a similar value system.
The Canadian company is known for their creative campaigns (they produced a short horror film to showcase their FW18 collection), and this year is no different. For Spring 2019, Moose Knuckles constructed a faux-heist of one of their stores, shooting would-be robbers/models in the new season via security cameras. It’s an inspired concept, and one that very much breaks up the monotony to which we’ve become accustomed in the post-fashion month lull—another creative choice that is quickly propelling the brand to cult status.
Inspired by Canada’s “golden age” of graphic design in the late 1960s, which climaxed with Montreal’s International and Universal Exposition alongside the simultaneous launch of Ralph Lauren Polo, the new collection is full of block colors and structural silhouettes. Embrace accessories with the logo-emblazoned slides and fanny packs, get quirky with the phone cases, and peruse the light cropped jackets or vinyl-accented canvas coats. Exactly what you need to transition into the warmer months.