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.

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.

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.

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.

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.

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.

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.