The Concept
The Moose Knuckles x Evisu collaboration brought together two heritage brands with deeply different origins but a shared commitment to craft, character, and cultural relevance. Evisu's roots in Japanese denim and streetwear culture met Moose Knuckles' performance outerwear DNA in a collection designed for a generation that takes both equally seriously. The partnership signaled a new direction for Moose Knuckles, reaching into streetwear and global youth culture in a way that felt earned rather than aspirational.
My Role
I served as the primary lead on the collaboration end to end, owning the launch strategy and integrated communications plan from concept through execution. The work spanned partnership coordination with the Evisu team, sourcing and securing campaign talent, developing the launch narrative, and building a fully integrated rollout across PR, influencer, events, and earned media. I wrote and distributed all press materials in-house and managed the campaign timeline across internal teams and external partners to ensure every touchpoint reinforced the partnership story.
The 360 Strategy
Press and Editorial
I owned the press strategy for the launch, securing editorial coverage across fashion, streetwear, and culture publications in North America, Europe, and Asia. The campaign press release was written and distributed in-house, with strategic outreach to outlets that bridged the heritage outerwear and streetwear conversations to reach both audiences with a single narrative.
Talent and Influencer Activation
I led the talent strategy across paid and organic, with the centerpiece being a partnership with the Williams Twins. I tapped them as creators rather than influencers, commissioning a short film built around the collection that translated the collaboration's heritage thesis into a piece of cinematic storytelling rather than a typical creator post. The decision to lead with film over feed reflected the cultural weight both brands carry, and gave the campaign a piece of content that lived well beyond a single launch cycle. Around that anchor, I built a broader program of paid and organic creators in fashion, streetwear, and culture whose audiences extended the collaboration's reach across markets.
Organic Seeding
Alongside paid, I ran an organic seeding program targeting VIP talent, stylists, and tastemakers in the streetwear and fashion communities. The goal was to place the collection with people whose endorsement carried weight in the cultural conversations the collaboration was built to enter.
Events and Activation.
I led the event strategy supporting the launch, including a partnership I organized with Uniform Display, the London-based curatorial platform known for its work at the intersection of fashion, art, and culture. Together we hosted a launch event in Shoreditch that brought the collaboration to life for press, talent, and the streetwear community in one of London's most culturally significant neighborhoods. The event was designed as both a brand moment and a content opportunity, with programming, talent integration, and capture all built to extend the campaign well beyond the launch window.
THE RESULT
Drove editorial coverage across fashion, streetwear, and culture media globally
Generated creator content that established Moose Knuckles' credibility within streetwear and global youth culture
Reinforced the brand's positioning as a heritage outerwear label with cultural reach beyond its core categories
Established a model for future cross-cultural collaborations with brands rooted in distinct creative traditions