Moose Knuckles

Last Tuesday, Canadian outerwear brand Moose Knuckles transformed its Milan flagship into a snow-capped fantasy – complete with a nine-foot mountain –  for the unveiling of its Autumn/Winter 2026 collection.

The brand’s signature heavyweight parkas were on display, but with them came a new offering, showcasing lighter layers created from denim and leather, forging a bold, womenswear focus. This new vision is part of new Global Creative, Ludovico Bruno’s directive. The  ​​founder and Creative Director of Mordecai, he has been consulting with the brand since 2024, but the new collection marks his debut in a permanent role. 

We caught up with him  at the event to discuss the new collection and his plans for the brand…

HS: You are stepping into Moose Knuckles at a really interesting moment, what did you want to shift first: the attitude or the silhouette?

LB: Definitely the attitude. We wanted to evolve Moose Knuckles into more of a lifestyle brand, so the attitude was the main focus.

HS: The brand has always played with that tension between protection and style. How do you keep the “armour” functional but still desirable, especially with the conversation debating “quiet luxury” versus “statement wear”?

LB: We managed to keep the “armour” functional and desirable by lightening the construction. Everything now is about being as light as possible while retaining  warmth & protection, which is the core of the brand. Moose Knuckles isn’t about quiet luxury; we focus on fabrications and details that create functional outerwear, that still makes a bold statement. It’s a new kind of luxury that balances function with attitude.

HS: What’s your biggest rebellion with this collection?

LB: It’s not really a rebellion but to make a good and decent women’s silhouette and women’s wardrobe you need to be a rebellious thinker.

HS: You’re joining Moose Knuckles at a time when outerwear feels almost like a new luxury category in itself. How do you define luxury through functionality?

LB: I define luxury and functionality coming together in one word that is ‘experience’. 

HS: How do you see the brand’s DNA evolving under your direction? Are you rewriting it, or amplifying it?

LB: It’s actually the opposite of amplifying. My aim is to distill what makes a Moose Knuckles garment instantly recognisable: it’s more about refining elements to elevate it, but still keeping it bold. That’s what I am doing.

HS: You play with proportions a lot. What’s the silhouette story this season?

LB: The silhouette is loose, which is something very new for the brand.
It’s not oversized, it is a controlled, loose silhouette. It’s very confident and comfortable, but it’s definitely not oversized. We’ve shifted a little from the very rigid, sometimes very bulky, skinny silhouette that the brand was famous for. 

HS: I’m obsessed with the Everest Puffer in brown, thanks to Magdalena & Nanja! It’s so marshmallowy and hot and crispy. How much does texture lead your design process?

LB: We always start with the texture. For me, texture is very important: it creates depth and gives the collection a sense of  warmth. But I also wanted to play with a sense of ‘coolness’. So we explored garments in washed cotton and lots of leather this season as well.

HS: What was the hardest element to get right in this collection?
LB: I guess to make pieces that feel light. That was like one of the hardest tasks and not simply for this collection. Moose Knuckles is evolving: we’re not just for the winter anymore, we’re moving towards a complete year-round wardrobe: I want the pieces to be worn in May, as well as January.  The brand’s aesthetic used to be heavy and my goal is to make it feel as light as possible.

HS: How do you design for both the streets of Milan and the wilderness of Canada without losing the brand’s soul?

LB: What I want to be asking [you] to do, is to translate the brand DNA through the lens of a European. It is so interesting when you see your coats being seen by the lens of somebody else. Because this is how you get perspective. And sometimes you realise what you are focusing on is not the most important element. And it pops out immediately. To be seen by someone else’s mind and eyes.

HS: What’s next, not just for the brand, but for you as a creative voice?

LB: I would like to take some time off and not think about clothes. Having some kind of a break after collection means I can come back refreshed and think about more beautiful clothes again. 

Text  HAKAN SOLAK
Photography Courtesy of MOOSE KNUCKLES