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Diesel Wants to Dress Your Dog

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Diesel is stepping into new territory: pet fashion. The Italian denim brand unveiled its first pet wear collection this week with a series of jackets and sweaters designed to fit toy and small-sized dogs.

The Diesel Doggies Collection includes two denim jackets in indigo and black. The indigo version boasts Americana-inspired patchwork with nods to hot-rod motifs. The black jacket has a punk theme. The two sweaters have an “against-the-grain” vibe with bold camouflage prints and flame graphics.

The garments are available for sizes S, SS and 3S, and in an effort to be size inclusive, Diesel offers longer versions of sizes S and SS—ideal for dachshunds.

Given the companionship that dogs have provided their quarantined humans this past year, the bond between people and pets is only likely to grow stronger. The number of pet adoptions soared during the pandemic, and many tried their hand at fostering, too, helping to clear out shelters across the U.S.

Diesel unveiled its first pet wear collection this week with a series of jackets and sweaters designed to fit toy and small-sized dogs.
Diesel Doggies Courtesy

And pet parents are eager to spoil their loyal friends. In 2019, the American Pet Products Association reported that $95.7 billion was spent on pets in the U.S. alone. Food and treats and vet care accounted for the majority of sales, but the pet fashion segment is revealing its green shoots.

The global pet clothing market size is expected to see “considerable growth” reaching $7 billion by 2028, according to a recent report by Fortune Business Insights. The U.S. is forecast to hold the largest global pet clothing market share, while Europe is posed to experience a boom thanks in part to the high number of pets in the U.K., Germany and the Netherlands.

Diesel’s Doggies Collection is available now in select locations worldwide. These include: select Diesel stores in Japan, Italy, U.K., and the U.S., as well as through Diesel’s e-commerce channel. The retail price range for the collection is $95-$185.