Moose Knuckles gets creatives with new Lab launch

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How do you update a 103-year-old company? It’s a question that Carlos Nazario is working to answer.

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The fashion creative, who is the global artistic director of the Canadian brand Moose Knuckles, is working to revamp the Montreal-headquartered heritage brand’s offering — one eye-catching outerwear design at a time.

We caught up with Nazario to learn more.

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Q: How would you describe Moose Knuckles?

A: I would describe Moose Knuckles as a revolutionary brand in the outerwear space. Each season, we consistently push the boundaries of innovation, both through the development of new product categories and exciting collaborations.

Moose Lab, in particular, is a testament to our forward-thinking approach, blending cutting-edge design with a strong sense of Canadian heritage. Despite its bold, modern evolution, Moose Knuckles continues to stay true to its roots, representing the richness of Canadian culture while embracing the future of fashion and functionality.

Q: Who would you say is Moose Knuckles’ target audience?

A: Moose Knuckles targets creative trailblazers, culture leaders, and urban go-getters — individuals who aren’t afraid to stand out and push boundaries. These are the people who value authenticity, transparency, and originality, and who embody the spirit of modern innovation. The brand resonates with those who are always at the forefront of trends, yet stay grounded in their true selves. I envision Moose Knuckles being worn by those who are not just part of the culture, but are actively shaping it.

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Q: What’s your outlook/ambition for the brand as the global artistic director?

A: My ambition for Moose Knuckles is to continue expanding our product range, elevating our design aesthetic, and broadening our reach to new, diverse communities. These three pillars are essential to building upon the strong foundation we’ve established, staying true to our Canadian roots while embracing global influence.

I want to craft collections and campaigns that resonate on an emotional level, expanding what people expect from outerwear. It’s about creating pieces that are both iconic and relevant.

Q: What influences your design direction?

A: I find creativity in the details of every place I visit and every experience I have — my upbringing in New York, the boldness of street style, art, and the people I collaborate with. For Moose Knuckles, it’s also about mining the brand’s archives and reimagining its military-inspired heritage through a modern lens.

I aim to design collections that balance functionality and style while reflecting the dynamic lives of our customers.

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Q: What more can you share about Moose Lab, your inaugural capsule collection for the brand?

A: Moose Lab is an exciting new platform for creative collaborations, allowing us to explore and reinterpret Moose Knuckles’ heritage. We’re dedicated to building a platform where creatives can come together to develop projects that speak to the heart of culture and individuality.

The inaugural capsule collection holds a special place for me because it combines the collaborative spirit of our design team with deeply personal inspiration. This project allowed me to revisit moments from my younger self, channeling those memories and influences into each piece. We even included names of people who have played a vital role in my journey, a tribute to those who have shaped who I am today. It’s incredibly meaningful to me, and I can’t wait to see how our customers and the world connect with it.

Q: Are there any ‘hero’ or standout pieces from the collection?

A: Absolutely. Each piece has its own story, but the JoJo Unisex Flight Suit and the Efna Unisex Jacket stand out as quintessential examples of the capsule. They encapsulate the blend of protection and glamour that defines the collection. These are pieces that feel as at home on the runway as they do on the streets.

Q: Lastly, what’s next for the brand?

A: We’re just getting started. The goal is to continue expanding the narrative of Moose Knuckles while maintaining its core essence. That means more exciting collaborations, exploring new product categories, and expanding into new markets. We’re looking to not only design outerwear but to shape how people experience it in their lives.

Aharris@postmedia.com

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