True Religion wants a piece of the $20.5 billion global pet accessories market.
The denim brand will launch its first collection for dogs and cats next spring through licensing partner Wiesner Products. Inc.’s pet division called Paw NYC. Licensed products include pet clothing, bedding, toys, collars, leashes, harnesses, feeders, and cold weather accessories. Two seasonal collections will be made annually.
“We know that True Religion has many loyal customers who want their pets to look as unique as they do,” said Mike Tawil, Wiesner vice president. “We take great pride in incorporating key trends into our pet products and look forward to bringing True Religion’s iconic brand heritage to life in an exciting and frankly, super cute, pet collection.”
True Religion joins a growing list of fusion brands, including Hugo Boss, Tommy Hilfiger and Diesel, to enter the pet apparel space. In 2022, Paul Rosengard, then-True Religion executive vice president, head of wholesale and global licensing, told Rivet that the brand was considering pet accessories and that a prototype from a vendor was a jean jacket for to dogs.
“At True Religion, we love our pets. Now they will dress as stylishly as our customers,” said Michael Buckley, True Religion CEO. “Wiesner has been an excellent partner with True Religion for many years and we are excited to enter what we all see as an exciting—and evolving—new business category.”
Licenses fuel True Religion’s expansion. The brand has an exclusive agreement with GMA Group, which operates a portfolio of consumer products and accessories brands. Under the deal, the denim brand collaborates with fashion accessories manufacturer and designer Concept One Accessories, and clothing and accessories brands Capelli and Ballet.
True Religion also signed a deal with wholesale accessories manufacturer and merchandiser Amiee Lynn to produce women’s belts and tied up with ENVOGUE to produce home goods. Set to launch in January 2024, the line includes bedding sheets and comforters, decorative pillows, bath and area rugs, and towels; desk and bath organization products; and kitchen mitts, aprons, table linens, and mats.