Entitled, Surf Rodeo, and shot on the Hawaiian North Shore, the outerwear brand’s campaign “infuses cowboy aesthetics and metropolitan sensibilities,” branching away from Canadian cold and instead opting for surf and the ocean.
Alongside Mock, the campaign features his brother Alika, Canadian model Melrose Boyer, and Hawaiian model and pro-surfer, Malia Murphy – all pictured in the new cowboy-inspired collection. The famously pink-haired Mock is shown in the campaign wearing neon yellow swim shorts, a grey tie-dyed hoodie, a black quilted jacket, and a white windbreaker – all accessorised with a silver chain necklace and OTT yellow reflective glasses (because if you’re a skateboarder on the beach, why not).
On the other models, the brand’s signature outerwear is accented with Moose Knuckles’ logo patterned bandanas, acid washed denim, and country-inspired graphics.
The new collection is available online now in North America and Europe.