It's a really good time to be a dog:
"It's a really good time for the dog industry."While shopping for my dog, which I adopted a little over a year ago, at a nearby Petsmart, I was overwhelmed by the amount of kitschy clothing that was available. The offerings ranged from cheesy to adorable and everything was still extremely stuck in strange gender binary stereotypes .
After noticing the lack of cool clothing choices for her adopted chihuahua mix, Boo Boo, Sabrina Albarello was inspired to start her own brand Very Important Puppies with her sister Katerina Karelas. "Dogs are like our kids," Karelas tells Fashionista. "We want them to be as fashionable as we are." Hsu and Lin released a classic crewneck tee and a basic hoodie in colors that matched Hemsmith's similar, for-humans styles and sold them at its Lower East Side pop-up in New York. It was a hit, especially during the holiday gifting season. "People would actually see the dogwear in the window display and come in for it, having not heard of the brand before so that was great," says Hsu.
So who's responsible for the burgeoning interest in dog apparel and why? Unsurprisingly, we can look to millennials, who are now in their 20s to late 30s — an age range that, historically, has had to do with marriage and parenthood, but may not be the case these days.
Plus, much like how cannabis companies are taking cues from the fashion industry in order to cash in on the multi-billion dollar recreational marijuana business, new pet brands are positioning themselves in front of the more aesthetically-minded, millennial-aged customer. Wild One, which launched last fall, could very well be described as "Everlane for Dogs."
Wild One's shop was an open layout with a portion of one wall stocked with free branded tennis balls for dogs while the rest of it is stocked with product.
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