Canadian luxury outerwear and sportswear brand, Moose Knuckles, said Victor Luis has been appointed CEO.

The appointment follows the recent announcement of Luis’ appointment as executive chairman and his financial partnership with Moose Knuckles’ co-founders and global investment firm Cathay Capital. The appointment to CEO comes after working with its co-founders Noah Stern and Ayal Twik.

Luis is expected to drive the brand’s global vision, while Stern and Twik will lead creative as chief product officer and chief marketing officer, respectively. Both will retain their board seats and maintain their respective shares of ownership in the company.

“I am super excited to be able to focus full time on what I love which is driving culture, brand building and fostering consumer engagement,” said Twik. “I could not be more thrilled about our quickly increasing growth and scale and the strong teams we have in place to execute our strategies. This change in corporate structure will allow me to focus on areas I am passionate about.”

Said Stern, “I could not be more proud of the global luxury brand we have built and the exceptional products we continue to bring to market. Our coats and parkas are rated as the world’s warmest, and as we expand our offering into other seasons, I am so charged to focus all my energies on continuing to break boundaries in creating killer fashion products of the highest quality. All of our teams are excited to bring innovative products and experiences to Moose Knuckles’ fans across the world.”

Luis, an independent director of Farfetch Ltd. and Deckers Outdoor Corp., has decades of experience in global brand building. After a long career with French luxury firms Moet-Hennessy Louis Vuitton and Baccarat, he joined Coach in 2006 as President and CEO of Coach JapanHe became CEO of Coach Inc in 2014 and went on to lead the revitalization of the Coach brand and the transformation of Coach Inc. to Tapestry Inc.

Photo courtesy Moose Knuckles. Pictured left to right: Noah Stern, Victor Luis and Ayal Twik.