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Moose Knuckles AW19

Moose Knuckles shares a cryptic message alongside its AW19 campaign

‘Real Life Awaits’, says the Canadian outerwear brand

Drawing inspiration from Alejandro Jodorowsky’s 1973 cult classic The Holy Mountain, Canadian outerwear brand Moose Knuckles is taking a spiritual direction for its AW19 campaign. For those unfamiliar with the label, Moose Knuckles, which founded in 2009 but has a family history that extends back to 1921, prides itself on making ‘the leanest, toughest and most luxurious sportswear in the world’, built for the cold.

So what could possibly be better to wear for an expedition in search of a mythical ‘Sacred Glacier’, a slow-moving ice mass deep in the Canadian Arctic? Well, this is exactly what a group of seven explorers are setting out to do in a short film that celebrates the brand’s AW19 collection, which includes updated versions of its durable parkers, hi-shine puffas and insulating shearling jackets. 

Each explorer represents a deadly sin – lust, gluttony, greed, wrath, envy, pride and sloth – and is unwittingly about to undergo a transformative ritual. “To reach the Sacred Glacier is to confront the enormous gleaming distraction obstructing you,” says Tu Ly, who heads up the design team at Moose Knuckles. “When lost along along your journey, the pathway to salvation is real life.” It’s not long before the explorers stumble upon a fishing hut on top of the berg, decked out like an episode of MTV Cribs, where they are taught a cryptic message by a live-in prophet played by Dennis Rodman: Real Life Awaits. 

Watch the film below and shop the new collection here.