True Religion Wants to Dress Your Pets

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. Products under license include pet apparel, beds, toys, collars, leashes, harnesses, feeders, and cold weather accessories. Two seasonal collections will be produced annually.

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“We know that there are legions of loyal True Religion customers who want their pets to look as distinctive 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 to life True Religion’s iconic brand heritage in an exciting and quite 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 one prototype from a vendor was a jean jacket for dogs.

“At True Religion, we love our pets. Now they’ll be dressed as stylishly as our customers,” said Michael Buckley, True Religion CEO. “Wiesner has been a terrific partner to True Religion for many years and we are excited to enter what we all see as a fun—and booming—new business category.”

Licenses are fueling 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 is working with fashion accessories manufacturer and designer Concept One Accessories, and apparel and accessories brands Capelli and Ballet.

True Religion has also inked a deal with wholesale accessories manufacturer and merchandiser Amiee Lynn to produce women’s belts and entered into an agreement with ENVOGUE to produce home goods. Slated to launch in January 2024, the line will include 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.