Edition 12

New Year, New Blog

Harriet GoodingsComment

New Year, New Blog

 The debut 'duel' collars.

The debut 'duel' collars.

Happy 2017 everybody!

For our first blog entry, Frankie and I thought it was only suitable to share a little more about Edition 12 and how we came about.

Before reading on, we would like to say a huge ‘Thank You’ to everyone who has supported us this far – we’re truly grateful and can’t wait to share more ‘tails’ of Frankie and behind the scenes of creating a unique brand for the most fashionable canines and their owners.

The questions below were sent by Four&Sons (where we are featured in issue six in their ‘small bites’ section). 

 Frankie modelling the postbox red collar

Frankie modelling the postbox red collar

1.     Congratulations on launching your brand! What has been the reaction so far from people being introduced to your designs?

Thank you! We are very much still in our infancy, but the reaction so far has been positive. We’ve been lucky enough to collaborate with social influencers (of the insta-dog world!) to gage some feedback (good or bad) and so far they have loved having the choice of colours to best suit their dogs fur colour, almost like choosing a piece of jewellery that matches an outfit, dogs gotta look good too! We’ve also secured our first wholesale order two weeks after launching which was unexpected, but certainly a great first step for the brand.

 

2. What was your main focus when you set about designing dog products?

I wanted to create a collection that brought something new and thought outside the box for dog collars and leashes. The powder-coated metalware is something I haven’t found anywhere else on dog products in vast colours, so this was important to bring new techniques and look beyond the traditional dog collar in what is a very competitive industry. I wanted customers to be able to buy into a lifestyle brand, similar to buying clothing, which is where my experience stems from.

 

 3.     What do you love the most about being a dog owner?

I learn something from Frankie everyday. Like many dog owners you come to know their personality traits and little mannerisms that make them them. Frankie is so funny, I could anthropomorphize him all day. I swear I know what he’s thinking all the time! I think that crosses the line in to crazy dog lady territory!? He trials all of the products and I’m constantly thinking of how I can make coats/ harnesses in future that are better suited to his ‘curves’.

 These paws were made for paddling

These paws were made for paddling

4.     What were you designing or working on before you decided to try your hand at dog accessories?

I work full-time as a womenswear designer for a London-based brand called 'Three Floor'. Edition 12 is my venture that I get a lot of enjoyment from. Since much of my time is spent in front of a computer, I craved being able to make things; I’ve missed this since graduating 6 years ago. With the support of my mum and boyfriend, the timing seemed right now.

 

5.     What kind of dog or dog owner do you have in mind when designing Edition 12 products?

I tend to fall in love with every dog I meet, see and stalk on Instagram, so I wouldn’t want to put a label on a certain dog or owner.

 

6.     What's next for Edition 12?

We are looking to expand the sizes and range of colours available by the end of the year. We would love to introduce powder-coated ID tags that match the collar and leash sets. A range of biothane collars will be launching in February as well as some new multi-colour styles in April. We may be exhibiting at national crafts fairs later in the year - we will keep social media updated for info!