WOODPECKER:
REDEFINING OUTERWEAR
REDEFINING OUTERWEAR
Founded by Will Poho, the creator behind Moose Knuckles, Woodpecker is a new chapter in outerwear — playful, rebellious, cruelty-free and built to perform.
MEET THE FOUNDER
Will Poho has spent over 15 years shaping the modern outerwear landscape. As the founder of Moose Knuckles, he helped redefine what a performance jacket could look and feel like — bold, fashion-forward, and unmistakably Canadian. Woodpecker is his return to the craft with a different intention. Less polished. More expressive. Built with the confidence that only experience brings.This brand isn’t about doing it again. It’s about doing it differently.
“I wanted to build a jacket brand that doesn’t take itself too seriously — but still gets winter right.”
-Will Poho
Woodpecker was created for people who don’t blend in. They’re unapologetically themselves.
We believe outerwear should keep you warm, make you feel confident, and have a bit of personality while doing it.
Woodpecker combines technical performance with a sense of fun — because winter is already serious enough.
This is outerwear with attitude. Built for cold climates. Designed for individuality.
Our Values
Woodpecker is for everyone. No labels. No boxes.
We design with inclusivity at the core — across style, fit, and attitude.
Serious About Jackets. Not Ourselves.
We take craftsmanship, warmth, and performance seriously.
We don’t believe fashion needs to be stiff, precious, or overly serious.
Confidence Without Conformity
We don’t chase trends or play it safe.
Woodpecker is about trusting your instinct and wearing what feels right — not what you’re told to wear.
The Wolf on the Jacket