In a decisive move that signals a profound transformation, Montreal-based outerwear specialist Moose Knuckles has officially announced a new era of creative leadership. The brand has appointed Italian visionary Ludovico Bruno as its Global Creative Director and Canadian design veteran Raif Adelberg as Design Director. This isn't merely a changing of the guard; it's a calculated and ambitious play to evolve from a seasonal powerhouse into a year-round global luxury lifestyle brand.
The appointments come at a pivotal moment. With new CEO Ellen Kinney at the helm for just over six months and a new ownership structure in place since the founders' departure in late 2024, the stage is set for a radical reinvention. The hiring of Bruno and Adelberg is the first major creative statement from this new regime, a dual-pronged strategy designed to infuse the brand with both European luxury sensibilities and deeply authentic North American craftsmanship.
This strategic pivot aims to redefine what Moose Knuckles represents, moving beyond its reputation for robust, cold-weather parkas to cultivate a comprehensive wardrobe that speaks to a discerning global audience. It’s a bold declaration of intent, signaling that the future of Moose Knuckles will be as much about refined aesthetics and cultural resonance as it is about protection from the elements.
The Architect and The Craftsman: A Dual Vision
The genius of this new structure lies in its synergistic partnership. Moose Knuckles hasn't just hired one creative lead; it has installed a complementary duo, each with a distinct yet interlocking mandate. This is a sophisticated approach that separates the grand vision from the granular execution, ensuring both aspects receive unparalleled focus.
At the helm of the brand’s new identity is Ludovico Bruno. An Italian creative with a formidable pedigree that includes time at the elevated performance-wear titan Moncler and the founding of his own label, Mordecai, Bruno is the architect of this new chapter. He has been consulting with Moose Knuckles since the beginning of 2024, subtly refining the brand’s aesthetic with sharper silhouettes and more innovative materials. Now, as Global Creative Director, his purview is absolute, covering everything from seasonal collections and high-profile collaborations to global campaigns and the overarching visual narrative.
His mission is clear. "This is a moment of evolution for Moose Knuckles, without abandoning our irreverent spirit," Bruno stated, hinting at a delicate balance between heritage and progression. "Our goal is to build a visual and cultural identity that is vibrant, recognisable and unmistakably Moose Knuckles." His experience at Moncler is particularly telling, suggesting a playbook for transforming a functional product into a symbol of high-fashion luxury.
Complementing Bruno's visionary role is Raif Adelberg, a titan of Canadian fashion. As the founder of seminal brands like Wings+horns and concepts like the Richard Kidd store, Adelberg is the craftsman. His focus is on the tangible: the construction, the fit, the manufacturing, and the very materials that give the garments life. With over two decades of experience, he brings a deep understanding of contemporary luxury rooted in authenticity and culture.
Adelberg’s philosophy provides the perfect grounding for Bruno's expansive vision. "Fashion is just an accessory for those who truly have style. It’s not about chasing what’s cool, but about creating something authentic," he commented. "With Moose Knuckles, our goal is simple: to create garments that reflect the character of Canada and offer a discreet confidence to wear every day." This dedication to authenticity and "discreet confidence" ensures the brand’s evolution will feel earned and substantial, not fleeting.
Beyond the Parka: The Strategy to Conquer All Seasons
For years, Moose Knuckles has been synonymous with one thing: the high-performance, unapologetically bold winter parka. While this created a powerful brand identity, it also placed it within a seasonal niche. The new leadership's primary objective is to shatter that limitation and establish Moose Knuckles as a dominant force across all four seasons.
This strategic expansion is the core of CEO Ellen Kinney's transformation plan. The brand is actively developing a complete wardrobe that extends its design ethos into new categories. We can expect to see a significant push into:
- Lightweight Jackets: Transitional pieces that carry the brand's DNA into spring and autumn.
- Modular Layers: Versatile and technical garments designed for modern, adaptable lifestyles.
- Technical Knitwear: Fusing performance materials with luxury knit construction for a sophisticated, everyday appeal.
- Refined Womenswear: A dedicated focus on expanding and elevating the women's collection beyond utilitarian outerwear.
This product diversification is more than just adding SKUs; it’s about fundamentally changing the consumer's relationship with the brand. By offering a year-round collection, Moose Knuckles aims to become an integral part of its customers' lives, not just a winter necessity. This shift dramatically increases market potential and builds a more resilient business model, one less dependent on weather patterns and seasonal retail cycles.
The Bruno-Adelberg partnership is critical to realizing this vision. Bruno will ensure the expanded collection is cohesive and visually compelling, while Adelberg will guarantee that every new piece, from a knit sweater to a spring shell, meets the highest standards of quality and construction that the brand is known for.
A New Guard Rises: Behind the Corporate Curtain
To fully understand the magnitude of these creative appointments, one must look at the seismic shifts that have occurred behind the scenes. In October 2024, the brand’s founders exited the business, marking the end of its first chapter. Control has since shifted to Cathay Capital, a global investment firm, with Chinese apparel giant Bosideng holding a minority stake. This new ownership structure provides the financial firepower and global perspective necessary to fuel such an ambitious transformation.
The appointment of CEO Ellen Kinney approximately six months ago was the first signal of this new direction. Now, with her creative leadership team firmly in place, the strategy is becoming crystal clear. This is no longer a founder-led company; it is a global entity with a corporate structure designed for aggressive growth and market penetration.
The international makeup of the new team is also deliberate. With an Italian creative director, a Canadian design director, and a global investment profile, Moose Knuckles is positioning itself as a truly international brand, capable of speaking to diverse markets with cultural fluency. The focus on key regions—North America as its largest market, Italy as its European priority, and the rapidly growing APAC region—reflects a strategic and data-driven approach to global expansion.
The Long Game: Mapping the Future of Moose Knuckles
True luxury brand building is a marathon, not a sprint. The timeline for this creative overhaul reflects a disciplined and patient approach. While Bruno has already been influencing the aesthetic, his first full, top-to-bottom collection will not debut until Autumn/Winter 2026. Adelberg’s deeper impact on the product's fundamental construction and materials will become most apparent in the Spring/Summer 2027 collection.
This long-term view allows the new vision to be implemented thoughtfully, ensuring that the brand’s evolution feels organic rather than abrupt. It gives the teams time to perfect sourcing, manufacturing, and design, and to align the entire brand experience—from the product itself to retail environments and digital storytelling—with the new creative direction.
The combined vision is for a "progressive, disciplined brand evolution." This means refining the Moose Knuckles identity across every single touchpoint. The goal is to build an immersive world around the brand, one where the irreverent spirit remains but is communicated with a new level of sophistication and clarity. As Moose Knuckles strategically expands its retail footprint in culturally relevant markets, this cohesive brand identity will be paramount to its success.
The appointments of Ludovico Bruno and Raif Adelberg are far more than a headline. They are the twin pillars upon which the future of Moose Knuckles is being built. By pairing a master of visual storytelling with a purist of product integrity, the brand is making a powerful statement: it is ready to transcend its origins and claim its place as a permanent, influential, and essential name in the global luxury landscape.
