Canadian outerwear brand launches unconventional e-commerce site

By

Kate Dingwall

Published
Dec 1, 2016

Canadian outerwear company Moose Knuckles launches its new website today. In an effort to catch the public’s eye, the company, best-known for their fur-lined, down-filled parkas, will be selling kitschy Canadian memorabilia alongside its usual offerings. The new e-commerce site’s goal is to provide consumers with a unique, interactive shopping experience.

The website also boasts buzzy editorial content, including a cocktail recipe guide and a ‘sunshine girls’ section. The cocktail section will include a rotating list of recipes created some of the top bartenders in the world. The sunshine girls section will feature profiles and photos of female artists, musicians, and models from across the internet.

In the Canadian souvenir section of the website, customers can buy ‘tacky’ Canadian souvenirs. Products range from the cute (such as a Neil Young vinyl record, priced at $20) to the very kitschy (a taxidermy bear, complete with beer bottle in hand, will set a customer back $3000).  

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This isn’t the first time the cold-weather company has attracted media attention with odd antics. In 2015, the company retailed a $35,000 diamond-encrusted parka. When customers purchased the extravagant coat, the company would fly them to its Montreal headquarters for a custom fitting. When asked why the company simply stated: “Because we can”.

Moose Knuckles duck down-filled coats are stocked in luxury retailers around the world, including Harrods of London, Sak’s Fifth Avenue, the Hudson’s Bay Company.