Moose Knuckles Expands Assortment with New Design Vision

CEO Kinney announces the launch of an expanded assortment with a new design vision, set to be available from spring 2026. The brand is focusing on two main buckets: “Streetwear-informed performancewear” and “luxury-informed streetwear”. This approach involves starting from the outside in, identifying the outerwear pieces that customers want and then considering what they would wear underneath. This reverse process from traditional fashion brands sets Moose Knuckles apart.

Kinney, who brings a wealth of experience from leading contemporary brands, emphasizes the brand’s technical outerwear roots combined with urban fashion sensibility and cultural connection. The goal is to expand into other categories while maintaining product integrity and design authority. With the lines between performancewear, streetwear, and luxury blurring, Moose Knuckles aims to merge functional innovation, wearability, and cultural relevance in its collections.

The luxury outerwear market is a competitive landscape, with major players like Moncler and Canada Goose already expanding into lifestyle collections. Moose Knuckles is following suit to differentiate itself and tap into the growing market. According to Business Research Insights, the global luxury outerwear market is projected to reach $36.6 billion by 2035, driven by a CAGR of 6.72%.

However, the challenge lies in the dominance of large, publicly traded companies in the luxury outerwear market. These incumbents have strong brand recognition and pricing power, making it difficult for smaller brands to compete. Luxury performance outerwear also requires significant investment in production and logistics, putting pressure on margins for emerging brands.