Canadian outerwear model Moose Knuckles has simply introduced a COVID-19 reduction initiative designed to help hospitals and native artists internationally. Called ‘Moose Knuckles Give a F*ck One of a Kind Jackets’, the initiative sees the model collaborating with a handful of artists throughout a few of the world’s main cities to create one-off, one-of-a-kind jackets with all web proceeds being donated to the World Health Organization and numerous hospitals preventing on the entrance traces of the pandemic.
Among the hospitals who will obtain funds from the sale of the jackets are Montreal’s Le Centre Hospitalier de l’Université de Montréal and Jewish General Hospital Foundation.
The initiative formally kicks off tomorrow in New York, adopted by Paris, California and Milan, earlier than ending in Canada throughout Montreal and Toronto. Speaking with FASHION concerning the mission, international advertising supervisor Dominique Lagleva, mentioned, “The brand is quite a big supporter of up and coming talent so we wanted to be able to give back in a way that very much embodied our values and the ethos we were built upon, whilst also giving back to the community.”
The Canadian artists haven’t but been chosen however Lagleva tells us the announcement can be made within the coming weeks. “There’s so much talent in Canada,” she says, including that they’re on the hunt for native curators to decide on the artists. “We thought it was important to have someone that’s really connected to those communities to be the one who is leading the project.”
The preliminary response, she says, has been unimaginable. “People are super excited. We just posted the sneak preview on Tuesday and it was the most liked Instagram post we’ve ever done. I think people are pining for this kind of consumer and community support [right now]. I don’t think anyone really cares about buying a jacket right now, they just want to know that what they’re buying is giving back to a greater cause.”
As for the inspiration behind every of the distinctive designs, the model says the one inventive pointers it gave to the artists was ‘positivity within the face of a pandemic’. “We didn’t want to pigeonhole any of the artists to be geared towards our creative vision,” explains Lagleva. “There’s a reason why they’re artists, they have their own voice and that’s part of the reason we selected them. The whole angle of this project is to build positivity against something that isn’t [positive]. Just like movies and music, art helps to lift spirits in a time of need.” The outcomes, she says, communicate for themselves. “They came back with some great stuff and I think because we were able to select artists from those specific cities that we’re donating to, you can see the kind of twang in the individual artistry, you can tell where they’re from.”
The first items within the assortment go on sale from tomorrow, May 8.
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