The trend of 'mini-me' dressing, where parents and children wear matching outfits, has leapt from the playground to the park. In the UK, a burgeoning market for canine couture is seeing dog owners kit out their four-legged friends in everything from designer puffer coats to reversible jumpsuits, with sales soaring as the weather turns cold and wet.
From Catwalk to Canine: The Luxury Petwear Boom
Social media has transformed dogs into "the ultimate fashion icons," according to Oli Port, editor-in-chief of Dogue magazine. This shift is fuelling a premium market. London-based luxury brand Pawelier reports significant demand for items like a £135 four-leg puffer coat and a £110 reversible down-filled jumpsuit. High-fashion houses like Burberry and Louis Vuitton have featured dogs in campaigns, while influencer pets, like Edinburgh-based Afghan hound Samantha, secure deals with Jimmy Choo and Tommy Hilfiger.
The trend isn't confined to the luxury sector. At John Lewis, searches for dog coats are up 33% year-on-year, with a £22 own-brand tangerine puffer jacket a top seller. Rob Newsome of Leeds-based manufacturer Danish Design confirms Britain's inclement weather is a key driver. The company's current bestseller is a versatile 3-in-1 coat resembling a Dryrobe, complete with waterproof and windproof layers.
Do Dogs Really Need a Coat? A Vet's Perspective
With the UK temperature rarely plummeting below freezing, the necessity of dog coats is debated. Veterinary surgeon Julian Hoad, president of the British Small Animal Veterinary Association, states it depends entirely on the breed.
Dogs with thin coats and skin, such as greyhounds, whippets, chihuahuas, and Yorkshire terriers, can benefit from a coat, especially in wet conditions. Conversely, breeds like malamutes and German shepherds with thick natural coats rarely need one. Hoad specifically cautions against coats for brachycephalic breeds like French bulldogs, as they can overheat and struggle to pant effectively.
Signs a dog is too hot include a hunched posture and reluctance to walk. Hoad also notes that while some coats feature hoods, most dogs resent headwear, and covering the trunk is usually sufficient for warmth.
A New Generation of Dog Owners Driving Change
The UK's 13 million dogs – nearly double the 2011 figure – are increasingly seen as full family members. Millennials and Gen Z bought two-thirds of all dogs in Britain in 2022. Louise Nindi, co-founder of Mutts, explains this modern owner sees their pet as an extension of their identity. "Dogs aren't just going to the park any more," she says. "They're coming to work, restaurants – even on holiday – so they do naturally become an extension of yourself, your values, your style."
Oli Port points to the normalisation of dogs in hotels and aeroplane cabins as further reason for the clothing trend. "Most of the time dogs are naked, but as they are participating more in our lives they need clothes," Port argues. "You wouldn't allow your child to go outside in cold weather without wearing a coat. It's the same thing for us. Dogs are our babies."
