Perhaps some of you don’t know that, in the 60s and 70s, Canada played a leading role in the development of the Graphic Design sector, a field that experienced a boom at that time thanks to two stages that have marked its history. The first is the Expo of ’67 held in New York and the second is the creation of the first line of sportswear tailoring or the Polo line signed by Ralph Lauren. This last event is linked to the appearance of Lo Life, or groups of young people with a single goal, to have and wear as many polos as possible, usually stealing them.

It was Lo Life that inspired Moose Knuckles Creative Director Steph Hoff, who took them as a point of reference for the SS19 collection and the presentation campaign. 

That’s why we can see a change of direction, from outdoor to a style more similar to urban street. The collection, created by a deep search for cutting-edge fabrics and a reinterpretation of classic motifs, consists of lightweight jackets and tracksuits, from hooded zips to joggers to shorts. 

The logo also changes and comes in four versions. 

Of course, the campaign is also inspired by Lo Life, for which a Canadian gang, the Knuckles Heads, was imagined, with the mission of promoting Moose Knuckles throughout Montreal. 

The entire collection is available at the Moose Knuckles store in Yorkdale and at international retails.