Canadian luxury outerwear brand Moose Knuckles is linking with Evisu, a cult-followed Japanese denim brand named as a nod to the Japanese folk god of good fortune, to stand apart.
With the former “refusing to blend in(to) the sea of sameness” and the latter “standing out as the starting point,” the Moose Knuckles x Evisu capsule takes the best of both.
“This collaboration brings together two brands with strong points of view and a shared refusal to tone it down,” said Ludovico Bruno, global creative director of Moose Knuckles. Since the Moredcai founder took the helm in November, the Quebec company is working to expand beyond its identity as a functional outerwear brand—becoming more of a luxury lifestyle one, at large, instead.
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“Moose Knuckles and Evisu are both built on craft, attitude and a respect for where we come from,” Bruno continued. “The capsule is a natural extension of that shared DNA, designed for people who are not afraid to be seen.”
The collection, a nine-piece capsule designed to be worn apart or together, takes each brand’s “distinct design language” and unites them for the campaign’s namesake—and shared philosophy—standing apart. Each piece incorporates regional iconography, like a maple leaf or Mount Fuji, in celebration of each label’s legacy, the partners said.
“Crafted at the intersection of premium luxury, streetwear and the great outdoors,” the partnership “honors both brands’ international roots,” Evisu said in a statement. The collection, meanwhile, is reflective of their “shared perspective and appreciation for detailed workmanship and originality.”
Moose Knuckles recruited Franklin Ricart for cinematography direction and photographer Kajal to shoot the campaign “exploring the tension between anonymity and individuality,” per the partners.
As of Dec. 5, the Moose Knuckles x Evisu collection is available online, with limited quantities available at select retail partners worldwide.
