Moose Knuckles' Latest Campaign Explores the Lore of the Seven Deadly Sins
A revival of the sixth century.
Coming off the heels of its campaign with the enigmatic Dennis Rodman, Canadian outerwear purveyor Moose Knuckles debuts “Seven Deadly Sins.” Kristen Noel Crawley, a multi-hyphenate entrepreneur, fronts the visuals, which further push the label’s flirtation with occult themes.
The famous vices once proclaimed by Pope Gregory I in the sixth century — pride, wrath, envy, indolence, gourmand, greed and lust — are reimagined for modern day. The surreal imagery, captured by photographer Vijat M, shows off the newest assortment of men’s and women’s gear, while also spotlighting Moose Knuckles’ bold DNA. The result is a creative campaign that not only showcases the sartorial offering, but also makes a comment on how the digital age makes the centuries-old utterances even more relevant in present day.
The Pride and Wrath series are available now at Moose Knuckles flagship stores, mooseknucklescanada.com and select global retailers, including Selfridges, Antonioli, Verso and Saks Fifth Avenue. Envy and Indolence will be available on October 28 with Gourmand, Greed and Lust following on November 11.
