Evan Mock stars in the latest Moose Knuckles campaign

Moose Knuckles, the bold Canadian brand well-known for its outerwear, presents its latest campaign: Surf Rodeo, promoting the Spring/Summer 2020 collection. The star of the campaign is Evan Mock, the skater turned model who is driving the fashion world crazy. Starring next to him there is his brother Alika Mock, the Canadian model Melrose Boyer and Hawaiian surfer Milia Murphy. For a family matter, the campaign is shot by Alana Spencer, who happens to be Evan and Alika Mock's sister, under the creative direction of Hawaiian Taylor Okata.

Surrounded by an aesthetic that is Western and urban at the same time, the campaign wants to explore the concept family, Ohana in the Hawaiian language, in order to celebrate the history that bonds Canada to Hawaii. Many years before the Wild West, Captain George Vancouver (who was a British Official and explorer) gave some cattle to the King and founder of Hawaiian Kingdom Kamehameha I. Lately, the King asked some Mexican cowboys to travel from Hawaii to California to teach everybody on the Islands the lesson of their lifestyle. This lifestyle was called paniolo (a word that now refers to the "Hawaiian cowboys"). Moose Knuckles' campaign celebrates that Hawaiian style through the journey of a group of friends, from a horse farm in Canada to a bonfire on the beach, to close its story with some surf towards the sunset.

The Spring/Summer 2020 collection unveils a series of quilted down jackets, waterproof outerwear, parkas and tight jackets strongly influenced by the Country culture, sharing a colour palette inspired by Canadian prairies, then it includes new graphic designs, from horseshoes to its new claim “Eat Your Greens Broccoli”. The looks are completed by bandanas with the Moose Knuckles' logo recreated in Paisley style, whilst Alberta Boot Company realized a new pair of python and kangaroo handmade boots.

You can shop the collection online on mooseknucklescanada.com.