Montreal – Independent retailer SSENSE has collaborated with luxury fashion brands and streetwear labels on a collection of pet wear.
Specially designed for dogs, the apparel and accessories were developed for SSENSE by brands including Burberry, Ashley Williams, Marine Serre and Paul Smith. Aimed at young, affluent pet owners hoping to extend their style identity to their furry friends, with several designers creating matching pieces, such as dog collars, in the same fabric as their accessories collections. ‘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,’ says Brigitte Chartrand, senior director of womenswear buying at SSENSE.
With almost 80% of SSENSE buyers aged between 18 and 34, the brand has responded to the desire among this audience to splurge on accessories both for themselves and their animal companions. For more on the brand opportunity, read our High-end Pets Market.