2024.04.22

The Significance of Dogs Wearing Clothes: The Technology of Dog Wear with 'Howly'

Humans are 'animals that wear clothes'. We are prohibited from going outside naked, and we spend most of our living hours changing into various clothes. Human society is designed on the premise of 'clothing', which is why fashion is incredibly diverse.

On the other hand, what kind of meaning does it hold when animals other than humans wear clothes?

This time, I would like to focus on the production site of 'Dog Wear = Clothes for Dogs'. Why do dog owners dress their dogs in clothes? What is 'good clothing' for an animal that has a completely different range of activity and skin sensation than humans? To begin with, is clothing necessary for dogs, which are already covered in fur? Various questions arise.

I asked Howly, a dog wear brand known for its meticulous patterning and material selection.

PROFILE

Akimi Hara

Representative / Designer at Howly

What is 'Clothing' for Dogs?

Please tell us about what Howly does.

Howly is a dog product brand that started in November 2023. Our studio is based in Gunma Prefecture, and with two members, including the designer myself and branding, we consistently plan and produce dog clothing, leads, beds, and other products. We've just released our second collection (2024SS).

FRENCH POLICE WATER PROOF JKT, 10,890 yen (tax included)

It fits perfectly on the dog's body with its three-dimensional tailoring.

Patterning is the most important element. In the planning of dog wear, we focus on the dog's range of movement, which is completely different from humans, and spend a lot of time creating a comfortable fit.

Including the design, it seems just like human clothing, but is 'clothing' really necessary for dogs?

We think it has two meanings. One is functional (temperature regulation and prevention of injuries). The other is emotional (communication with the owner).

Unlike us humans, dogs protect their bodies with fur and regulate temperature by changing their summer and winter coats. Therefore, not all dogs need clothes for functional reasons. However, there are breeds that benefit greatly from wearing clothes while living with humans. And one of them is 'Italian Greyhound,' which is the main target for Howly. This breed is also the beloved dog of myself, a designer. Originating from Italy, this breed is nimble and good at sports, but it is thin in both fur and fat, and it is weak to both heat and cold.

They have a calm character and are suitable for indoor breeding, but there is a risk of injury or fracture with a sudden accident. They are particularly susceptible to the effects of the outdoor environment during walks. Dog clothes can prevent these issues that are difficult for humans to notice. It can be truly said to be a tool for harmony between humans and dogs.

Clothing for Harmony Between Humans & Dogs

ECWCS LEVEL7 SNOWSUITS (Jacket), 21,450 yen (tax included) / THERMAL HIGH-NECKED ROMPERS, 7,700 yen (tax included)

Dog clothing plays a role as a support tool for both the owner and the dog to live together.

Exactly. That's why 'functionality and beauty' are important themes for us. We want to create clothing that is comfortable and doesn't hinder the dog's activities while also being considered beautiful by the owner.

How are the designs of the wear decided?

First, we find an environment that could be the cause of injury, disease, or discomfort for the dog and prototype products to solve it. If it seems stressful when worn during daily activities, we continuously make improvements until it is perfected.

What are some stress points for dogs when they wear clothes?

Most of the time, it's when the clothing does not fit the body shape. For example, children's clothes for humans have sizes similar to those of dog wear. However, if you put them on a dog, the shoulder area becomes baggy or, conversely, stretches the fabric. The cause of this is the difference in the angle of the arm between humans and dogs. Dogs have arms (legs) that protrude at a right angle from the body, so if the sleeves are attached parallel to the body just like human clothes, it will not fit the body. Therefore, we need to tailor it more three-dimensionally.

MOCKNECK SWEAT SHIRTS, 5,940 yen (tax included)

Furthermore, the body shape varies depending on the dog breed. The size of the neck, the length of the arms, and the roundness from the back to the tail. In the case of Italian Greyhounds, they have a developed chest and a creased belly, and by adjusting the ratio between the front and rear body parts, we aim to find the most comfortable pattern.

However, it's quite challenging. Dogs do not tell us their impressions of warmth, coolness, or ease of movement (laughs). Whether their legs are shivering, and if there are anomalies in the expression of their face or tail, observation is very important.

The design taste is close to work and military styles.

Yes. Through these trials and errors, we arrived at military wear technology. Born from the pursuit of functionality, it includes efficient coloring, selection of materials, shaping, and even parts and gimmicks like spindles and surface fasteners, which also have functional beauty.

ECWCS GEN3 FLEECE VEST, 9,900 yen (tax included)

One of our first pieces of dog wear was a vest that excels in warmth and breathability. This is an adaptation of the 'ECWCS (Extended Cold Weather Clothing System)', developed by the US military. ECWCS is a layering system that adapts to a variety of environments, including cold ones. This vest is also designed to allow for optimal and functional coordination when layered with a romper.