is, paws down, one of the most stylish doggy clothing lines we've seen.
It's like Barney's for dogs: meticulously executed fashions with a dash of irreverence and a hint of tongue-in-cheek.
What can we say? We love.
Here, we talk to 4paw Fashion's co-founder Aubrey Berger about her must-see line (seriously, even if you don't have a dog, you must see these clothes), doggy wardrobe staples and the hottest looks of the season.
THE FAMILY GROOVE: What inspired you to start your business?
Aubrey Berger: Believe it or not, it more or less started with an aquarium. We started a 25 gallon aquarium, which grew into almost an obsession of ours; the aquatic creatures all took on their own little personalities and we took a lot of pride in what we created. After a while we would wishfully talk about how much fun it would be to someday open up a fish store. I have two miniature Dachshunds as well, and they’re hilarious. It’s hard not to spoil them. Both of us love animals—all animals, but especially dogs. If we had it our way we would just hang out with dogs all day. Somehow we refocused our vision of someday opening a “fish store” to someday opening a boutique where we would offer pet lodging, clothing, grooming, daycare for dogs— the works. From that, 4paw Fashion was born. Starting with fashion for small dogs online lets us build a foundation right now for what could someday turn into something bigger. For now, we get to have fun with the designs we find, the marketing and our fashionable little customers.
TFG: Did you have a background in fashion?
AB: Actually neither of us have studied fashion or had a formal background in fashion, but we like to think we have pretty good taste. It’s always been an interest, and most definitely tune into trends and what’s in style.
TFG: We are living for your designs! They range from edgy to classic to sporty to gorgeous with a through-line of cheeky. What informs your fabulous design aesthetic?
AB: Our own tastes have a lot of influence on the designs we make available at 4paw Fashion
. We say on our website, “if you wouldn’t want to wear it, why would your dog?” and we don’t lose sight of that when we’re selecting our collections. Our tastes are eclectic, and that helps us appeal to a broad client base—we really try to provide something for everyone.
TFG: You do coats, jackets, shoes, boots, dresses, entire outfits and even jeans—and all of them hit the mark when it comes to high end, high quality style. What are some of your favorite pieces?
AB: It’s hard to pick favorites because we honestly love everything. We do love the “D’Uggs,”
as far as footwear goes. The “Shiver Me Doggone Timbers” nautical t-shirts
have been our best sellers—we think those are fun, unique shirts. We also love the winter jackets – “Puff Doggy”
is a notable favorite and very hip!
TFG: What is your proudest moment as a business owner?
AB: As a business owner of a relatively new company, there is nothing more gratifying than receiving your first order. It was quite rewarding to provide a new 4paw winter coat
& matching boots
to give our first little Shih Tsu customer the style and warmth she deserves! We also put a lot of work into the look and original content on our website, so it’s always fun to hear positive feedback about the descriptions
and overall personality of the site.
TFG: What exciting things are on the horizon?
AB: Many exciting things are happening at 4pawfashion.com
. Our summer stock presents a trendy selection of summer dresses
, and t-shirts
…we even offer a line of tennis shoes and rain jackets
to protect your pooch against wet coats and messy paws on those rainy summer walks or camping trips! In the near future, we hope to be adding a lot of fun products and collections, such as collars and other accessories. Visit our live chat support for help with orders and sizing.
For more from 4paw Fashion, go to www.4pawfashion.com