The
Challenge
Amanda and Lori came to us in 2019 with an idea for a luxury dog clothing and accessories brand, inspired by Amanda’s dog, Dudley.
Dudley already had quite the wardrobe, but Amanda kept spotting the same problem: most dogwear looked lovely until it actually had to behave like dogwear.
Zips broke. Fabrics stretched, tore or wore badly. Buttons and clasps came loose. Practical products often looked cheap, while luxury pieces were not always properly fitted, finished or durable enough for real dogs doing real dog things.
Amanda and Lori saw a clear gap in the market for premium dog clothing and accessories that combined style, fit, function and quality.
They needed more than a manufacturer. They needed a team who could help turn a founder-led idea into a properly developed, sized, tested and production-ready pet product range.
Team Fox to the rescue. Their words, not ours. Although obviously we kept it.
The
Solution
The project began with one of the more memorable first development meetings, which involved measuring actual dogs in the studio. This also happened to be Cathryn’s first day with us, and no one warned her she would be on her hands and knees in a posh frock and heels measuring four-legged fit models.
Welcome to product development. Glamorous as ever.
We designed, developed and produced a full premium pet and lifestyle range, including summer and winter dog coats, a unique drying coat, travel blankets, bandannas, outdoor blankets, luxury faux fur home blankets and premium unisex clothing for humans with dog-led slogans.
The dog coats required significant development work. Unlike standard apparel sizing, dogwear has to account for different breeds, body shapes, proportions and movement, so a lot of research went into the size charts and fit structure.
Amanda and Lori supported with competitor and sizing research, while our internal grading team created a comprehensive size chart that could be used by customers on the website and by the factories during production.
Fabric and trim selection was also key. The products needed to feel premium, but they also had to stand up to real use. We carried out fabric and trim testing to make sure the range was not only beautiful, but practical, durable and fit for purpose.
One of the standout products was a new drying coat concept, developed with a super-soft bamboo towelling outer and SAF inner, creating an absorbent and practical piece that still felt elevated.
Wearer trials were a major part of the process. We tested details such as the lead keyhole position, the shape of the belly flap and how the coats performed on actual dogs. Because no one wants a beautiful dog coat that gets soaked the first time the dog goes for a wee.
Risk analysis was also built into the development process, looking at function, finish, fur direction, edge quality and overall usability.
Dudley & Co launched in 2020 with a beautiful range of high-quality dog clothing and accessories, entirely made in the UK.
Thank g*d for Fazane Fox
Because designing dogwear is not just about making tiny coats and hoping for the best.
This project needed proper fit research, sizing logic, fabric testing, wearer trials, risk analysis and production know-how. It also needed a team willing to measure actual dogs, question every detail and make sure the product worked in real life.
We helped Dudley & Co turn a founder-led idea into a premium, practical and production-ready pet product range, combining luxury fabrics with the kind of functional detail dogs and their humans actually need.
Cute? Yes.
Technically simple? Absolutely not.
We love working with Fazane and the team .Team Fox are great: they really know their stuff and helped guide us through the design process, and helped us get to a finished product we love. Would recommend them to others for sure...including ourselves, as we continue to work with them on our next designs!”
LORI & AMANDA / FOUNDERS / DUDLEY & CO
Let’s Bring Your Product To Life
Whether you’re a startup founder, innovative brand or established business, we help bring purposeful products to life through design, development and production.
