MuskOx, a men’s fashion label designed to bring the features of outdoor apparel to everyday fashion, is launching in downtown Detroit. The line is designed to be wearable at everything from camping trips to the office. The company’s offices are located above The Fillmore Detroit.
Brad Hoos, a Michigan native and resident, worked as a partner at The Outloud Group, an influencer marketing agency. He noticed that influencers are increasingly creating their own brands instead of just advocating for existing brands, using their reach to build popularity quickly.
“I love the outdoors, business, and making things happen,” says Hoos. “When looking at the fashion industry, I didn’t see a brand where men could both look good in the city and on a hiking trail. Today’s successful men do it all, so MuskOx was formed to help men feel good about themselves, because when they do that, they do a better job of taking care of their herd.”
The collection was designed by Lindsey Hunt, who spent her summers in Michigan growing up. She previously worked for Ralph Lauren and Vineyard Vines.
“We know there are men out there who love to spend time outdoors and lead an active lifestyle,” says Hunt. “But life changes, and more demands on time means men aren’t able to do those activities as frequently. It’s still part of their identity, but it’s easy to get lost in day-to-day commitments. We created MuskOx to help men hold on to the adventurous part of their soul while they take care of their families and communities.”
Chris Regner, a dad of three boys who play sports, also is part of the team. He recently field tested the apparel on a trip to Alaska.
“With the MuskOx gear I was comfortable the whole time,” he says. “It’s ultra-soft material, so whether it was the full warmth of summer in Juneau, or the chill of arctic night air in Glacier Bay, I was prepared for the elements, but always relaxed thanks to the design and fit.”
The apparel is available at GoMuskOx.com. It includes pullovers, flannel shirts, T-shirts, and hats. While the company is focusing on the initial launch, Regner says it may open some popups around the city in time for the holidays. No brick-and-mortar locations are currently planned.