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October 27 2004  

Is Fashion The Prerogative Of Homo Sapiens’?


Is Fashion The Prerogative Of Homo Sapiens’?

Getting ready for a Halloween party, don’t forget about a costume for your fluffy friend. The high-end clothing company for dogs E&E Hallstrom Haute Couture has added a line of elaborate costumes to its handmade fashions. For $200 to $240 you can turn your pet into Merlin the Magician, Cleopatra, Henry VIII, Chinese royalty or Renaissance nobility. The costumes are made from silk, velvet, leather and brocade. They feature collars, buckles, detailed embroidery, fringes, semiprecious stones and pearls. They are fastened around the dog with snaps or handsome buttons

“Dogs like to feel glamorous,” says Eva Hallstrom, who started the business with her sister Eleonor Hallstrom last year. “You give them a nice haircut, a bath, you put on a beautiful outfit, and they are just so happy,” reports CBS News.

Targeting the middle market, Doggy Design in Miami Beach sells various canine outfits, including a bathing suit, a denim dress and a “South Beach Girls’ Night Out Collection.” Its highest price is $60.

“We’re aiming at a different niche,“ said Jeffrey Mayer, husband of owner Maryella Mayer. “Those high-end manufacturers are more high fashion, haute couture, with the more expensive finishings, where we like to mix fun with practicality.”

Shawn Underwood, a spokesman for Petco Animal Supplies Inc., which has 700 stores nationwide and offers affordable pet outfits, could not say exactly how many pet costumes are sold each Halloween but said sales go up every year.

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