The VIP room at Moose Knuckles’ SoHo store.
Moose Knuckles takes its Canadian heritage seriously. At the outerwear retailer’s first U.S. store, a 3,500-square-foot unit opening today at 57 Greene Street in Manhattan’s SoHo, a multilevel screen displays a live stream of the Northern Lights, hanging fixtures are suspended by leather-wrapped strips and another fixture is wrapped in deer fur, which also covers low seating.
A contraption called the Moose Goldberg — a play on the Rube Goldberg machine — is a two-story kinetic fixture featuring hockey sticks, a fishing hole, dart board, mountains and Tim Horton’s, Canada’s answer to McDonald’s. When an employee presses a button, a domino effect of motion begins, culminating in a Moose Knuckle jacket traveling from the lower level to the main floor.
Plastic car wash strips roped in gold line the walls, attesting to the brand’s sense of humor, while an intricate plaster element display a bird’s-eye view of glaciers from above. A grain wood tile floor is a link to the brand’s embrace of the great outdoors.
Moose Knuckles is a fashionable answer to another Canadian export, Canada Goose. Co-chief executive officer Noah Stern gave the competitor props, saying, “Most outerwear brands have a utilitarian heritage,” he