Start-up promises hipster threads for dogs

  • News
  • June 13, 2016
  • The Register team
Start-up promises hipster threads for dogs

Mid last year, Camp Cloon was launched to fill a gap in the booming fashion industry - the gap where dogs reside.

The label is outdoor-centric and draws inspiration from Huffer, with touches of the classic American scout culture thrown in: think, chequered neckties, woollen blankets, and pup-tents. For pups.

Among its offerings is this $24 stick, which has been carved out of wood into a stick shape.


The brand’s inspirations follow the global trend towards “humanisation” that drove global spending on pet goods past the $100 billion mark last year.

Market research firm Euromonitor International indicates 2016 sales of pet goods are expected to undergo robust growth in New Zealand, America, Canada, and the United Kingdom.

Camp Cloon foundersJocelyn Closs and Ryan MacPherson are partners in life and business. They're are riding that wave of growth and are now able to leave their day jobs to focus on the company. They were named as ones to watch after being featured as a Shopify success story.

The name is a mash up of the company's signature Wes Anderson-style "scout and camp" vibe with the name of Closs and MacPherson's own pup, Clooney. 

“When we got Clooney we needed the basic accessories and couldn’t find the level of quality we were after at pet stores," MacPherson says. "There needed to be something more premium and design focused."

Since launch the brand has filled the racks with more than 90 products from hoodies and beanies to pup-tents and backpacks. 

They’ve used social media to get the Camp Cloon name out there with a powerful social influencer ‘The Fat Jewish’ helping their entry into the American market. 

“We sent him some clothes for his dogs and he liked them," MacPherson says.

Perhaps more importantly, he shared images of the dog clothing to his more than 8 million followers. 

One of Camp Cloon's first stockists was in New York, which was a hugely valuable first step. North America now represents the label's biggest market.

“North Americans are much more accustomed to dressing their dogs, while New Zealanders and Australians haven’t quite embraced it in the same way," MacPherson says.

While there are stockists in more than 10 countries, the brand doesn’t have any in New Zealand as to avoid taking away from its own channel, namely, the website. 

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