Moose Knuckles

Moose Knuckles is a Canadian luxury outerwear and sportswear company that positions itself in the high-end fashion market. Established in Montreal in 2009, the brand was founded by Noah Stern and Ayal Twik, who drew upon Stern's family's century-long heritage in manufacturing parkas. The duo aimed to create performance-driven winter jackets that merge technical functionality with a contemporary, body-conscious fashion aesthetic, setting them apart from the more utilitarian styles of competitors.

The company's business model focuses on the luxury consumer segment, targeting affluent, fashion-conscious individuals primarily between the ages of 25 and 50 in urban centers across North America, Europe, and Asia. Revenue is generated through a multi-channel approach that includes direct-to-consumer (DTC) sales via its e-commerce platform and a growing number of physical stores and pop-ups, as well as wholesale partnerships with high-end department stores and independent retailers in over 30 countries. Since a 2019 acquisition led by private equity firm Cathay Capital, Moose Knuckles has accelerated its global expansion, particularly in China, and significantly grown its DTC business. In 2024, Chinese apparel giant Bosideng became a strategic minority investor to further fuel this growth.

Moose Knuckles' product line is known for its durable and resilient outerwear designed to withstand extreme cold, with some jackets rated for temperatures as low as -40 degrees Celsius. The parkas feature a signature shell made from a 74% cotton and 26% nylon blend, which is treated with a rubberized coating for wind and water resistance. Key product features include grey duck down insulation with a high loft factor for thermal efficiency, heavy-duty YKK zippers, and detachable hoods trimmed with ethically sourced Blue Fox or Silver Fox fur. A distinctive element is the metal emblem on the sleeve, available in various finishes like gunmetal and 14k gold plate. The brand has also committed to increasing its use of sustainable materials and announced it would end production with natural fur by the end of 2022.

Keywords: luxury outerwear, Canadian fashion, performance apparel, winter jackets, high-end sportswear, direct-to-consumer, fashion-conscious consumers, global brand, premium hardware, ethically sourced materials, down insulation, parka manufacturer, Montreal fashion, wholesale distribution, e-commerce fashion, urban style, weather-resistant clothing, sustainable fashion, luxury retail, brand collaborations