After graduating from Ryerson’s Fashion Marketing program in 2000, Will Poho began his career working for LECTRA, the world’s largest fashion technology company where he learned that fashion is the interplay of creativity and technology, and that innovation could redefine fashion’s future.
In 2007, Will enrolled in the Fashion Institute of Technology’s Global Fashion Management where he conceived Moose Knuckles as his master’s thesis. In his research, an emerging concept is developed: design must be a tool to create connection between purpose and emotion. This new precept becomes the core ethos of Moose Knuckles and informs the direction this company takes as it raises the bar for Canadian outerwear.
Building on his commitment to thoughtful, ethical design, Will launches Woodpecker in 2017, a 100% animal-free brand whose look and feel is as luxurious and enticing as others in this category. Designed for those who purchase with purpose, Woodpecker considers performance, sustainability, and bold design. Every piece exemplifies his belief that the future of fashion is beyond function; it is creating with intent.
