We talk a lot about how to look cool in winter – from the best coats to keep you warm, to swapping your beanie out for a headband (weather permitting, of course) and staying stylish when it’s raining. And yet, we’ve never been able to afford the same advice to your four-legged friends. Until today that is, as Canadian e-tailer SSENSE has just launched its debut dogwear collection. Yep, you read that correctly.
The site has collaborated with some of the world’s coolest labels – Versace, Moncler, Thom Browne, Ashley Williams and Burberry among them – to create exclusive pieces for couture-minded canines. The first drop includes leashes, collars, sweaters, puffer jackets, harnesses and a very luxe dog bed from Versace which clocks in at a casual $1,395. The pieces straddle “the realms of streetwear and high fashion” according to the site, all the while being incredibly practical.
Brigitte Chartrand, the senior director of womenswear buying for the site, explained in a release that the collection was born out of the increased interest from millennials in designer dogwear. “Increasingly, millennials are spending more on their pets, especially dogs. There is a growing interest to reflect their individual style and their dog’s personality through clothing. With almost 80 per cent of the SSENSE audience falling between the ages of 18 and 34, we saw an immediate surge in engagement whenever we posted the #SSENSEInterns on our Instagram account.” These “interns” are the dogs of SSENSE employees, many of whom also feature in the product photography for the new range. As with human models, the company says it chose its dog models based on who “reflected the personality of each brand.” For example, 11-year old Wirehaired Dachshund Canaï is “trend-averse” and therefore “likes Moncler for its heritage sophistication and its practical warmth.” Theodore the Pomeranian on the other hand is “fun-loving” with a “laid-back attitude” making him perfect for MISBHV’s neon streetwear.
Chartrand added that designing garments for dogs was a first for a lot of the brands they tapped for the range. “For many of the brands we partnered with, this was the first time they considered producing dog apparel and accessories, making it a fun project to collaborate on. We’re extremely excited to launch with a group of brands that reflect the SSENSE point of view.”