From its inception, Moose Knuckles has set out to defy expectations and establish its own world built upon a premise of rugged luxury sportswear, surreal North Country aesthetics, and raw energy unlike anything the outerwear industry has ever seen. What else would you expect from a brand that tapped Dennis Rodman for its FW19 campaign?
For most people in the States, the best way to experience the Canadian brand was by slipping into one of its signature parkas. But starting November 7th, anyone in New York City will get to fully immerse themselves in the mind-blowing Moose Knuckles universe.
Moose is set to open its first U.S. flagship location in the heart of SoHo, a.k.a. the most intense outdoor shopping mall on earth. Those familiar with the area can attest to the first-class stores and constant crush of shoppers, artists, and street vendors. “This city embodies what Moose Knuckles is about,” says Moose Knuckles CEO Ayal Twik. “It’s raw, it’s real, and one of a kind.”
Nearly every detail of the boutique will embody the distinct personality of the iconoclastic brand while seamlessly meshing with the natural grit of the neighborhood. From a multilevel screen live streaming the northern lights to a detailed custom plaster display of glaciers as seen from above, there’s no doubt that this will create a truly bespoke shopping destination.
Expect even more trippy details, including custom wood tiles, reclaimed cast-iron columns, and a two-story Rube Goldberg-inspired kinetic fixture made of hockey sticks, Newton’s cradle, and railcar tracks. There’s also going to be an invite-only VIP room in the cellar that promises to be a “sensual wonderland,” complete with red velvet walls, luxe upholstery, and a must-see bathtub full of pearls. It’s the kind of fitting room you’d expect to see in Scarface. The store will fill 3,500 square feet in all, with a mind-bending story around every corner.
Drop by 57 Greene Street for the grand opening on November 7th. Moose Knuckles will be gifting lanyards, phone cases, fanny packs, and backpacks. Also, the first 50 people will get an exclusive Seven Deadly Sins crew-neck and an issue of Highsnobiety magazine in an exclusive Seven Deadly Sins wrap – so be sure to arrive early. Store hours are 11:00 a.m. to 7:00 p.m. Monday through Saturday and 12:00 p.m. to 6:00 p.m. on Sundays. For more info, head to www.mooseknucklescanada.com.