- Press Club |
Canadian lifestyle Brand Produces Horrific Slasher Movie
New York, NY (September, 2018) – Canada’s cult-favourite brand Moose Knuckles reveals its FW18 campaign with a parody of a slasher movie trailer.
The brand took fashion’s dangerous obsession with horror to the big screen following 2017, the highest grossing year for horror feature films with the remake of It and Jordan Peele’s Get Out.
Shady Maple Motel, as told by Moose Knuckles, follows a young heiress, Kim Horton, to a dark place. It was New Year’s Eve, and Horton was home from college. Her parents—the owners of a large Canadian donut franchise—had sent her to complete a fine arts degree in Florence, Italy. She was hoping to spend some time with them over the holidays, but harsh weather had extended their ski trip by several days. Determined to make the most of her time back in Toronto, she invited some old friends out to the family cabin to ring in the New Year. As they drove along highway 401 West toward the snowbelt, road conditions worsened. They were forced to take refuge at the Shady Maple Motel for the night, unknowing that they would never see the dawn of 2019...
The short film was produced by Toronto’s famed music video directors, Kid. Studio—nominated for four MTV video awards in 2017—and tapped into the city’s best creative talent such as stylist Bobby Bowen, hair and makeup artist Mila Victoria, photographer Othello Grey and Moose Knuckles’ own Creative Director, Steph Hoff. The entire cast of models and actors were Canadian, almost all Toronto-based.
If I wasn’t making a campy horror trailer with my friends for Moose Knuckles, I would probably be making campy horror movies with my friends for fun. Like everything we do at Moose Knuckles, it was completely natural to create a campaign around my lifelong love of cheesy drive-in movies, in my hometown, says Creative Director, Steph Hoff.
The aesthetic and visual references for the film, lookbook and accompanying campaign pieces are all inspired by Steven Klein’s hyperreal and sexually charged photography, Dario Argento’s Susperia for stylized gore and vivid Giallo themes, and 80s American slasher flicks citing their gratuitous nudity and shoddy character development.
Tapping into B horror themes like campy humor, roadside motel culture and masked villains, Shady Maple Motel is a sexy, sarcastic, yet haunting campaign that separates Moose Knuckles Canada from the play-it-safe outerwear pack.
Updates to the increasing iconic core collection include colourways such as classic Army Green, smoky Redwood, dark hued Driftwood, and Green Ash with Scarlet Fox fur.
Launching in August, this collection’s killer Must Have’s include shearling jackets, fly density transitional coats, combat twill pieces, over-the-top colourful fur-trimmed parkas, sweatshirts with rabbit fur detailing, oversized knits and ground grazing football scarves.
About Moose Knuckles
Since 1921, our family has been protecting Canadians from the cold – a relentless quest that founded Moose Knuckles Canada in 2007. The brand was built on the beliefs that we could make the leanest, toughest and most luxurious sportswear in the world. We build Canadian know-how, grit and heritage into every fiber, stitch and zipper. Our impeccable tailoring, luxury materials and hardware, attention to every detail and wild attitude have earned us praise from the very best luxury retailers worldwide. We are a family, a tribe, a pack and we wear it on our sleeves. Whether it's a wild night or the wild country, we've got you covered… Welcome to Canada… Welcome to Moose Knuckles.