Yes, we’re starting the year with a bang as we’re launching a new dog designer collection by London dog studio Growlmama. Based in Hoxton, Growlmama is setting a new pace with their first leather accessory collection, designed for dog loving fashionistas.
Driving force behind the collection is Caroline Denyer and her furry muse Frida, half French Bulldog and half Brussels Griffon. The sleek ‘London’ capsule includes everything you need for a stylish day out with your pooch: a leather dog collar and matching lead, a cute tidy that holds plenty of poop bags as well as a uber-stylish cross shoulder bag with enough space to carry it all.
Growlmama’s design ethos is minimal with a base colour palette of natural brown or black vegetable tanned leathers. All products are beautifully handcrafted and feature painted edges and stitching. All hardware is nickel-free and comes in a muted gun-metal tone. The range is manufactured in Ubrique, the luxury leather capital of Spain.
We chat to Caroline to find out more about her young brand and first dog designer collection:
What’s the design ethos behind Growlmama?
Our collection is intended to have timeless appeal to any age, gender or mutt. I am a big fan of simple and beautiful fashion brands like Celine, Margiela or Acne Studios. So, their aesthetic kind of informed and inspired my own design language. Also, there is so much “girly” stuff for pet parents out there, so I wanted Growlmama to have androgynous appeal.
You produce your range in Ubrique, the luxury leather capital of Spain. Tell us more about the process
Design is hugely important to me, but comfort and a premium quality, for both dog and dog-owner, are equally so. That’s why we use the most beautiful Spanish leathers, that will soften and deepen with age and that we hope both Growlmamas and mutts will enjoy using and wearing.
But to be honest with you, at the end of the day my primary ambition is to create beautiful and functional products that make dogs and their owners “play nicely” together.
We see your furry muse Frida appear in some of your product photos. Tell us more about her.
My brand has been inspired by my cheeky Frida: 50% Brussels Griffon, 50% French Bulldog but definitely 100% nuts. I would not have been on this journey, nor made it past the first post without her company and spirit. She’s my muse, my inspiration and hands-down my biggest love. She is always the happiest dog in the park and dead-chuffed to see me and I adore her for it.
What’s the hardest when running your business?
Working solo is the hardest part. I love to brainstorm and work with a team but these days it’s just Frida and I. Thank dog for her!
If you only had a few minutes and someone asked you for your best tip for dog parents, what would it be?
Be prepared to fall in love. Frida is my everything.
Click here to find Growlmama in our shop. All items are beautifully packaged in a special gift box and come with a dust tote that doubles as a dog-walking bag.
Looking forward to launching many new exciting brands this year. Stay tuned!