Ssense launches luxury dogwear
today Dec 9, 2019
Canadian luxury clothing retailer Ssense launched on Friday an exclusive collection for dogs.
Marking the retailer's first expansion into petwear, the collection includes dog apparel and accessories from a mix of luxury brands and emerging designers.
Ssense commissioned exclusive collections from the likes of 032c, Ashley Williams, Burberry, Smith, Stutterheim, Versace, and VIP, to name a few. For many of the brands, it was the first time producing dog apparel and accessories.
The first items including harnesses, leashes, collars, sweaters, collar charms, and more retail from $60 USD to $1,395 USD.
The foray into dogwear was inspired by Ssense’s highly-popular Instagram series #SSENSEInterns, which features employees' dogs modeling in the latest fashions.
"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,” explained Brigitte Chartrand, senior director of womenswear buying for Ssense.
“With almost 80 percent of the Ssense audience falling between the ages of 18 and 34 years old, we saw an immediate surge in engagement whenever we posted #SSENSEInterns on our Instagram account. Furthermore, almost 70 percent of Ssense employees are millennials so we saw firsthand the growing focus that is placed on pets in our dog-friendly office.”
To launch the dogwear collection, “dog models" that reflect the personality of each brand were carefully selected.
While items are now available on Ssense.com, collections by 1017 ALYX 9SM, MISBHV, Martine Ali, Maisie Wilen, Thom Browne, and more will be released in Spring 2020.
The Montreal-based company, founded in 2003, carries a mix of luxury, streetwear, and avant-garde labels like Off-White and Vetements.
It currently services 150 countries, generates an average of 76 million monthly page views, and has achieved high double-digit annual growth since its inception.
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