Craftsmanship Book

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Craftsmanship Book was an editorial publication developed as Steph Hoff’s first project as Creative Director at Moose Knuckles. The project was initiated to address a clear gap in the brand’s public narrative: while Moose Knuckles was gaining attention for provocative advertising and irreverent event marketing, its manufacturing rigor, ethical standards, and Canadian production heritage were largely absent from the conversation.

To establish credibility and depth, Steph led a documentation-driven approach rooted in first-hand research. The project involved traveling to Moose Knuckles’ manufacturing facilities in Winnipeg, Manitoba, accompanied by the Editor-in-Chief of Inventory Magazine, to capture the people, processes, and conditions behind the product. The result was an 18-page book designed to clearly articulate how Moose Knuckles garments are made, by whom, and why that workmanship matters.

Responsibilities

  • Creative direction and strategic framing of the publication

  • On-site research and documentation at Moose Knuckles manufacturing facilities in Winnipeg

  • Editorial concept development and narrative structure

  • Design direction, copywriting, and corporate communications alignment

  • Coordination with editorial partners and internal brand stakeholders

  • Development of materials for wholesale, retail, and media use

Outcome

The Craftsmanship Book became a foundational communications tool for Moose Knuckles, used across wholesale presentations, retail environments, and media outreach. By foregrounding manufacturing transparency and performance-driven craftsmanship, the project helped reposition the brand within the global luxury outerwear market.

Following its release, Moose Knuckles expanded international wholesale accounts, including Neiman Marcus (US), Harrods (UK), Breuninger (DE), and Harvey Nichols (HK), while also attracting increased interest from fashion media. The publication established a durable narrative framework that balanced the brand’s cultural edge with credibility, craft, and long-term value.