Hardshell gets the marketing, but most dogs spend their active hours in conditions a softshell handles better —…

The single most expensive mistake a new pet apparel brand makes is not fabric, not color, not branding…

The hardest part of launching a premium pet outerwear brand is not the design — it’s the order…

Premium pet brands have moved past the fleece-lined dog sweater. Buyers now want winter dog coats that actually…

The premium pet category is maturing fast, and a new buyer is emerging: the brand that wants dog…

The premium pet market has outgrown the $2 reversible raincoat. Brands now want dog outerwear that performs like…
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