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December 2007's WOOF Patrol Extraordinaire
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Wagwear: The Quintessential Dogwear Brand


Amy Kizer, Wagwear Founder
"In 1998, there wasn't a brand for dogs. There was Levi for jeans, Nike for sneakers, Rayban for sunglasses and more. Leashes and leads needed a brand. I had just gotten two puppies and went out to get them both collars and other accessories, thinking this was going to be an easy task. It wasn't at all. There was really nothing out there except those in nylon fabrications that came in three basic colors: red, green and blue," stated Amy Kizer, Wagwear Founder

From the Catwalk to the Dog
Kizer knows fashion, functionality and business.  She’s a former model that studied fashion at Parsons The New School for Design in New York City.  Amy, like, Christy Turlington, another model-turned-entrepreneur, enjoyed the catwalk, yet, was ready for a more ready-to-wear lifestyle that included more of: family, friends and Fido.  

Amy Kizer : I didn't think I wanted to go into human fashion. I had modeled for a long time.
What struck me about canine fashion was that there was a need and market. The whole evolution of transitioning from a modeling career to designing was very organic and a no-brainer.

WOOF Patrol: Were you surprised by the warm and appreciative reception to your products?

A.K.: I was but I wasn't. It was hard to believe that a brand for dogs didn't exist before. Other lines may have been around but availability to the consumer was limited. I went with a gut reaction to fulfill what I'd wanted for my dogs. At the time the pet fashion industry was very much uncharted territory. That's changed and people are very aware of their choices in colors and fabrications.

Kizer's couture sensibility takes into account that a pet is not an accessory. She works with a sense of appreciation towards Spike and Rover as more an extension of our lives. Having their collars, dog bowls and travel gear take on stylish aesthetic that match the owner's lifestyle makes perfect sense. She scales back her merchandise with a sculptor's sense of proportion towards minimalism. There's never anything overdone or needing something more. That's the beauty of this line. It takes basic needs, adds passion and then factors in that everyone loves a fashion twist that works.

A.K.: I like nice stuff that's high quality. Fabrications like oil cloth from Italy, sheepskin or suede I find appealing and fun to work with. I know they will feel good on me but more importantly Lucy and Tonto, my dogs, will also enjoy their texture and softness.

Left: Lucy and Right: Tonto


W.P.: Where does your inspiration come from?

A.K.: The sherling collars were influenced from horse accouterments. The sheepskin-lined equestrian bridles and the saddles served a purpose as well as convey tenderness. They also wear very well. That's always a consideration when I'm designing: wear-ability.

W.P.: Does the Wagwear brand have a personality?

A.K.: Wagwear is humor, integrity and a little bit of twist. With the sherling collars we used wonderful suede and then choose bright colors like yellow. Nobody was doing yellow back then, but we did. And, shade of yellow was motivated by another industry: yellow bean bag chairs. Wagwear didn't create yellow bean bag chairs but by adopting it to our line we made it completely original to dogs. I'm always looking for things that haven't been done, being original matters to me.

Amy Kizer’s first Wagwear Product:
Pictured left: Sheepskin collar and leash

Kizer’s favorite Wagwear design : Rubber Bone in 4 great scents: Chocolate, Cashew, Pistachio and Peanut Butter. medium $14 and large $18.


W.P.: What's changed the most in pet industry since you began?

A.K.: Keeping track of what we are. There's a big increase in the number of pet related businesses. Most overlook or underestimate long-term vision. Wagwear takes into account the day to day and also takes time to focus on where we want to be in the future. We opened our flagship store in August (48 East 11th Street in New York City). Our feeling was that we wanted to display our products within the tonality of our brand profile. It's about creating accessibility to owners as well as their pets.

W.P.: Your store encourages the idea shopping with your dog. Everything is very pooch maneuverable. They can pick out their own toys if they like. Last week Pomo and I stopped by to shop and another dog and their owner were there. It became a little bit of an unscheduled canine play-date.

A.K.: The Wagwear brand represents style and design for the fashion minded dog and for the owner that appreciates high-quality. Our philosophy is rooted in the evolution of Wagwear growing with our loyal customer base. We retain their trust and interest in our products by understanding who they are. At the same time we encourage new customers by striving for originality

W.P.: Can we talk about the Neoprene Leash Pouch?

A.K.: There were few choices out there for leash pouches.

W.P.: The hard plastic bone filled with doggie bags is cumbersome. It comes in very girlie colors. Men hate to be caught walking their dog with it. It attracts attention just not the kind that's flattering. My husband was always taking it off the leash and then finding himself in the dilemma on being without a bag when Pomo had done his business. But this is no longer a problem for him because of the Wagwear lightweight neoprene leash pouch. And, there's no Velcro to snag your clothing or fray as it wears. It comes in four great colors: Brown, Navy, Black and Orange.

Wagwear is made in the USA. It began with need and understood a market. The brand keeps its promise to their customers by maintaining its integrity, fashion forward sensibility and keeping its real-dog appeal. Quality control is maintained by Lucy and Tonto, Kizer's Shiba Inus. Shibas are native to Japan and are good natured. However, they are noted for their independent nature and even their tendency to be reserved towards stranger.

A.K: Lucy and Tonto are crucial to the design process. If they will wear an outfit or find a particular item of interest than there's a strong likelihood that the product will do well for our customers' dogs of whatever size or shape.

Other members of the Wagwear team include: Simone, Amy's younger sister and head of sales at 48th East 11th Street. She has a good eye for helping to make purchase choices. And, Kizer's father provided what every entrepreneur must have to start a business: encouragement.

A.K.: I had put a look-book together with drawings and illustrations. My father's background was advertising. He went gang-busters over the concept. His support provided what I needed and confirmed my own feelings that I was on the right track.

W.P.: Are Wagwear clientele more woman than man? Or is it evenly divided?

Simone Kitchens: It's an even ratio. Our products have a non-gender specific look that avoid being too cute or too masculine. Women often say to me, "I have to get something my husband will walk our dog with." And, the men that come in really take a look at the items that they are buying. They like that the leash pouch with a built-in key chain is roomy enough to hold money. If they go for a morning walk with their dog, likely they want to pick up the Wall Street Journal at the newsstand. Wagwear's sense of convenience, practicality and a toned styling works for everyone.

The beauty of Wagwear is that the brand is inclusive to all breeds. It is not limited to small dogs and is inviting to big ones. In fact if you go online you see a few reference from the larger breed owners that thank Amy for, ". designing for our Big Dogs."

A.K.: There was one item that I overlooked in terms of the bigger dogs and I truly regret it.

W.P.: Which one?

A.K.: The cotton Varsity hoody.

W.P.: Still regret it?

A.K.: I do. It was an item that was made for a dog up to 40 pounds. The reason I had not gone bigger with the Varsity hoody was that the proportion of fabric concerned me; a larger dog, more material, and then the visual of seeing it street-side. However, customer's felt that in this case more not less would have been just fine.

WOOF Patrol couldn't resist asking Kizer for her Wagwear Spring 2008 canine fashion forecast. Be sure to click onto Review: Wagwear Fashion to get sneak peak at what's in store for Fido, Fluffy and Snoopy. One thing you already know is that Wagwear color as well as its fabrication will be both functional and with a unique fashion twist that makes owner and pet geared up for all occasions: park, street and other four-legged soirée situations.

Amy Kizer founded Wagwear in 1988.
Other things Amy Kizer has founded but is less known for: http://www.youtube.com/watch?v=xAtfrbTxjc4
The video speaks for itself...
All photos : ©Wagwear - www.wagwear.com


Yvonne Conza, Founder of WOOF Patrol - ph: 917.847.2854 December 2007