How human fashion trends lead the way in collar, harness and leash styles

Pet owners are spending more time than ever at home with their pets, due to the COVID-19 pandemic. This has boosted the humanization of pets, according to Charlotte Wicks, Brand Manager at We are Company of Animals.

Fashion isn’t just for humans anymore

No wonder what is in fashion for humans is also in fashion for their pets. In fact, anything that is popular among humans is likely to have its counterpart as pet accessory also. Take popular and trending textile motifs such as British plaid, space prints, logos and licensed images, including cartoon and movie heroes. All are extremely popular on leashes, collars and harnesses. The same goes for trending colors.

“Owners try to stand out among the crowd and choose bright and eye-catching outfits,” according to Anastasia Kuzmenko, Chief of the R&D Department for COLLAR Company. She notes that the trendy colors are usually defined by Pantone. This year, shades of purple are popular, particularly Veri Peri.

In some places, these fashion trends reflect hyperlocal preferences or pet parents’ favorite pastimes. Kim McCohan, Chief Happiness Officer at Bend Pet Express in Bend, Oregon, US, observes that pet owners are gravitating toward brands that reflect the outdoors, like Patagonia. But she also notes that the local store Pendleton as brand is also popular amongst pet owners. McCohan: “If someone can go the extra mile by reflecting their love for the outdoors even more with their dog gear, why not?”

Sustainability and quality

The recent focus on the environment means that brands are incorporating the use of more environmentally-friendly materials in product design and packaging. COLLAR now produces a wider range of their Re-Cotton Series, which uses recycled cotton.

But sustainability also has everything to do with quality as far as consumers are concerned. With consumers having more money in their pockets to spend, in addition to more pets to spend it on due to the pandemic, premium accessories for their pets is what they are demanding. Quality standards such as ISO 9001 provide pet owners the peace of mind that they are purchasing products that will last.

McCohan notes that locally made gear has performed exceptionally well during the pandemic. Among their best-sellers are accessories from the Spindrift brand, which sources all materials from the US. As a result of global supply and transportation issues, they were the only company that seemed to stay fully stocked with no delays.

Functional gear

Thanks to the increase in active lifestyles, brands have placed more emphasis on the functionality of products to meet consumer needs. Company of Animals created the Halti no-pull head collar and other complementary products to help facilitate no-pull training.

Wicks: “Our Halti training range is designed to stop dogs from pulling on the lead and bring the enjoyment back to your dog walk.”

The Company of Animals brand has also adapted its products to dogs that, like humans, come in all shapes and sizes. Products are designed to offer the perfect fit for not only ‘regular’ size and breed dogs, but also for cross and mixed breeds.

Manufacturers have also seen an increased need for better reflective gear for letting out dogs safely in the dark. COLLAR Company has addressed this demand with a recent launch of their Waudog Waterproof series of collars, leashes and harnesses. The accessories are fitted with reflective tape that makes a dog 10 times more visible in the dark.

Innovation drawn from customer needs

Talking of safety: as pet owners purchase more accessories for their pets, companies are providing more innovative ways to ensure pet safety. COLLAR Company collars and harnesses include a QR code that contains pet identification information.

Last but not least, now that owners are spending more time with their pets, they have become pickier when it comes to the materials or fabrics used in accessories.

Wicks: “At Company of Animals we continue to create new fabric options that address evolving consumer needs and lifestyles. This includes more lightweight, breathable, hardwearing and reflective materials.”