Diesel unveils Doggies collection, first move into pet products

By

Sandra Halliday

Published
Mar 17, 2021

Diesel is known for taking some bold steps as a brand, but this one is particularly interesting with the Italian label saying that it has launched its first petwear collection in stores and online this week.

It’s created a series of jackets and sweaters “designed to fit toy and small-sized little friends”.

The move follows a boom in pet ownership over the past year as locked down consumers have felt the need for even more animal companionship than usual or took in pets in need due to shelters being inaccessible. 

Diesel said that pet accessories have seen a boom of late and multiple market sector reports have shown surging spending on pet products, especially among younger age groups such as Millennials.

The Diesel Doggies Collection features four pieces: two denim jackets and two sweaters, with sizes for a variety of small dogs, including longer proportions to fit dachshunds.

The two denim jackets are available in indigo and black colourways. The indigo one features Americana-inspired patchwork across the back, with hot-rod, rock-and-roll and flame motifs. For the black denim coat, punk accents are embroidered in a high-contrast white tone.

Meanwhile the sweaters are available in camouflage or grey, both with strong added graphics. 

The collection has launched on the firm’s webstore and is in selected stores in Japan, Italy, UK and the US when those stores are allowed to open.