Designer Builds Fashion Brand for Small Dogs

Elena Matvienko from Tyumen has loved and known how to sew since childhood: her grandmother, a professional seamstress, was her example. Growing up, the craftswoman studied to become a clothing designer and also a teacher-psychologist — she conducted classes in a children«s creative studio. But the pull towards sewing ultimately proved stronger. So in 2013, Elena began building and developing a dog clothing brand, which is now known and loved in various corners of the country. This cozy story is about it and more from 72.RU.

Inspiring Audrey and Faithful Helpers

It«s important to clarify that initially Elena sewed wardrobe items for people: these were both everyday things, but more often — dressy, for formal occasions. However, everything changed with the appearance of her first dog, a Yorkshire Terrier, who received the sonorous name Audrey. The little one needed to be dressed in something, and her owner instantly decided: why buy when she can sew everything needed for her beloved pet herself?

— About eight years I dressed people: I sewed to order. And when I bought a dog, I realized that she needs to be dressed so she doesn«t get cold on walks in winter. Passersby began to pay attention to her clothing, and that»s how I got my first clients. And now we«ve been dressing pets from all over Russia for 12 years, — says our interviewee.

At the start of creating the first collections of dog clothing, Elena already had professional sewing equipment; all that remained was to purchase supplies. As for patterns, she has her own, original ones: through trial and correction, she managed to perfect them.

— When sewing for pets, you need to consider the breed«s anatomy: one has a slightly wider breastbone, another has fur, for example, that can mat under clothing, and you need to account for that when sewing. That is, there are subtleties, nuances. To take measurements from a pet, you need to calm the dog, put it in a stance, as at a show, — so that it stands with a straight back on all four paws. The chest girth, neck girth, and back length are measured: these are the three main measurements considered when building a pattern, — explains Elena.

By the way, «we,» when talking about her beloved work, she says not by chance. Now the craftswoman has two seamstress-assistants, always ready to help during periods of maximum workload. As a rule, this is before the start of the cold season.

— In the season, we, of course, get swamped in every sense of the word, — Elena says with a smile. — Mainly, of course, dogs are dressed for autumn and winter. In summer, T-shirts, dresses, sun hats, and caps are relevant.

Currently, the designer and her assistants sew clothing only for small dogs weighing up to 4–5 kilograms (9–11 lbs). Her main inspirers are her beloved Yorkies, of which, by the way, there are two: Audrey and Holly.

— For large ones, like Rottweilers, we don«t sew: they have a completely different figure, different patterns. There was experience creating clothing for pugs, which have their own peculiarities. But still, decorative breeds are closer to us, — says our heroine.

And she admits: how many outfits she has already sewn for dogs is hard to count. Very many — that would be correct to say.

Overalls, Dresses, and Even Tiny Felt Boots

In the production of dog clothing, as you already understand, there are many important nuances. And one of them is the correct choice of materials. So, for jackets and overalls, quick-drying synthetic insulation is used: on walks, pets« clothing constantly gets dirty, and it needs to be washed often. The fabric for the lining is a separate story: for fluffy dogs, smooth fabric is used; for smooth-haired dogs — fluffy, plush, to make it warmer.

— I love going to fabric stores. When I see material, I immediately imagine that an excellent jacket will come out of this, from this — a warm hoodie. That is, inspiration comes from the fabric. There are unusual orders. For example, once I made a Che Guevara costume for a dachshund. It was a khaki-colored sweater and a cap, — recalls Elena.

She promotes her works through VKontakte: it«s convenient for both her and the clients, most of whom are from the north of the large Tyumen region. In terms of overalls, this is not surprising: bitter frosts in winter in Khanty-Mansi Autonomous Okrug and Yamalo-Nenets Autonomous Okrug are a typical story.

— For small dogs whose paws get cold, we can sew shoes. And even felt boots, soft, not like for humans. For dry frosty winters they are perfect, but here in such you can«t walk: only boots, — our interviewee is convinced.

Creating clothing for dogs is now Elena«s main job. At the same time, she tries to allocate time for rest and never ignores her little rituals.

— In the morning we wake up, go for a walk, wash paws, have breakfast — and to work. I have no norm of working hours per day: I work by inspiration. I always tell all my buyers, clients that I sew always in a good mood, that is, it«s not some forced story. Only with inspiration and love for pets, — continues the craftswoman.

By the way, if sewing orders Elena is sometimes helped with, everything else she does exclusively herself: communicates about orders, packs and sends parcels. Generally all over Russia, but more often to the North: to Nadym, Urengoy, Salekhard. Once, dog outfits were taken by buyers on their own to America — as a gift. Sending parcels abroad now is not an easy task.

Simple Secret and Cherished Dream

Elena with her team does not strive for worldwide fame: it«s more important to continue creating clothing for dogs as well as possible. And, one can say, she succeeds, judging by hundreds of enthusiastic reviews. The secret is in the ability to find an individual approach to each.

— Dogs — they are like children, each with its own character. Mine give me inspiration: I look at them and think: it would be nice to sew something unusual. And in the end I sew not one thing, but several. From unusual things, for example, lace sun hats for summer. Audrey adores dressing up, and Holly just tolerates it, — smiling, says our heroine.

By the way, she already had experience launching her own offline store, but the format didn«t suit her. But Elena»s experiment with creating clothing for cats turned out successful.

— For cats we also sew. Often Sphynxes dress up: they are hairless, always cold. The patterns in this case are slightly different: cats« bodies are longer than dogs». And physique: some have a good appetite, some are more slender, — she clarifies.

On order for people, Elena now sews very rarely: only if she is approached with some very unusual request. And she still adores sewing something for herself, though there is often no time for it at all. But this is no reason for sadness.

— The main thing is not to be afraid to express yourself. Find the type of creativity that is close to you, and be inspired, develop, — Elena Matvienko is sure.

She, by the way, follows this path. And you?