The Pawditch Collection: The Inspiration & Behind the Scenes

The Inspiration:

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The Pawditch Collection has been inspired by PetsPyjamas unique location in the heart of Shoreditch, East London. Famous for its gritty atmosphere, ever changing graffiti and hipsters with hounds, the Pawditch range is a stylish collection of basics combining East End cool with practical flair.

“We wanted to create a collection of ultra-stylish, simple yet practical sets that would answer all our customers’ needs at an affordable price,” says our PetsPyjamas founder Karen Hanton.

“As pet owners ourselves we have incorporated everything we know about ‘a dog’s life’ and wrapped it up in our range. With a lot of practical features and fabulous limited-edition fabrics and patterns, we believe we have created a trans-seasonal, fashion-led range that will look stylish on any of our canine friends, large or small.”

Coordinating sets in this capsule collection come in a range of stylish fabrics – tartan, silver, army camo, chic black, yellow, moss green and navy blue check. Essential practical features of the collection include easy Velcro fastenings on dog coats, ‘slide-in’ clip fastenings on collars and leads with three different length options.

We teamed up with East London-based charity the Working Well Trust and their Sew and Support initiative to help us produce this fantastic collection which we hope you’ll love as much as we do!

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Behind the Scenes at PetsPyjamas HQ, Shoreditch:

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As this was such a special shoot for PetsPyjamas, launching our first own-brand range, we knew there was only one man for the job – our favourite and rather famous pet photographer Gerrard Gethings. We had worked with Gerrard before when he photographed a variety of celebrities’ dogs – including Elle Macpherson’s – for an exhibition we organised in aid of Dogs Trust. If he could handle all those celebrities’ dogs we were confident that he would be able to handle our PetsPyjamas team of doggie models who had volunteered their services for the day. Gerrard had even brought along his own Border Terrier Baxter as his wingman for support!

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Squeaky toys and dog treats were the order of the day to get the very best poses from our canine models. Some of the dogs had modelled before – Rufus had modelled for Mulberry but others were new to the game.

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Ever the professional, Gerrard spent a lot of time lying on the floor and crawling around to get the best angle. However, amid all the chaos we had so much fun and all the dogs got on so well we were even able to capture that important group shot at the end.

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Click here to shop the collection now!

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