Designer creates fashion brand for small dogs like Yorkies

Elena Matvienko from Tyumen has loved and been skilled at sewing since childhood: her grandmother, a professional seamstress, was her role model. As an adult, the craftswoman trained as a clothing designer and also as a teacher-psychologist—she led classes at a children«s creative studio. But the pull of sewing ultimately proved stronger. So in 2013, Elena began building and developing a brand of clothing for dogs, which is now known and loved across the country. About it and more—this cozy story from 72.RU.

Inspiring Audrey and Faithful Assistants

It«s important to note that Elena initially sewed wardrobe items for people: these included everyday pieces, but more often—dressy outfits for special occasions. However, everything changed with the arrival of her first dog, a Yorkshire terrier given the sonorous name Audrey. The little one needed to be dressed, and her owner instantly decided: why buy when she can sew everything her beloved pet needs herself?

«For about eight years, I dressed people: I sewed to order. And when I bought a dog, I realized she needed clothes so she wouldn»t get cold on winter walks. Passersby started noticing her outfits, 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.

When starting the first collections of dog clothing, Elena already had professional sewing equipment; she only needed to buy supplies. As for patterns, she has her own, original ones: through trial and error, she managed to perfect them.

«When sewing for pets, you need to consider the breed»s anatomy: one might have a slightly wider chest, another might have fur that, say, can mat under clothing, and you need to account for that in the sewing. So there are specific subtleties and nuances. To take measurements from a pet, you need to calm the dog down, put it in a stance like at a dog show—so it stands with a straight back on all fours. You measure the chest circumference, neck circumference, and back length: these are the three main measurements used in pattern making,« explains Elena.

By the way, when she says «we» talking about her beloved work, it«s no accident. Now the craftswoman has two seamstress-assistants always ready to help during peak busy periods. Typically, this is before the start of the cold season.

«In the season, we, of course, are swamped in every sense of the word,» Elena says with a smile. «Mostly, of course, dogs are dressed for autumn and winter. In summer, T-shirts, little 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 inspirations are her beloved Yorkies, of which she has two: Audrey and Holly.

«We don»t sew for large breeds like Rottweilers: they have a completely different build, different patterns. We had experience making clothing for pugs, which have their own peculiarities. But decorative breeds are closer to us,« says our heroine.

And she admits: it«s hard to count how many dog outfits she has sewn. A whole lot—that would be the right way to put it.

Overalls, Dresses, and Even Tiny Felt Boots

In producing dog clothing, as you«ve gathered, there are many important nuances. And one of them is choosing the right materials. For example, jackets and overalls use fast-drying synthetic insulation: on walks, pets» clothes constantly get dirty and need frequent washing. The fabric for lining is a separate story: for fluffy dogs, smooth fabric is used; for short-haired dogs—fluffy, plush fabric to make it warmer.

«I love going to fabric stores. When I see a material, I immediately imagine that this will make a great little jacket, that—a warm hoodie. So inspiration comes from the fabric. There are unusual orders. For instance, once I made a Che Guevara costume for a dachshund. It was a khaki-colored sweater and a cap,» recalls Elena.

She promotes her work through VKontakte (VK): it«s convenient for her and for clients, most of whom are from the north of the large Tyumen Region. In terms of overalls, this isn»t surprising: the bitter frosts in winter in the Khanty-Mansi Autonomous Okrug (KhMAO) and Yamalo-Nenets Autonomous Okrug (YANAO) are typical.

«For little dogs whose paws get cold, we can sew shoes. And even felt boots, soft ones, not like for humans. They»re perfect for dry, frosty winters, but where we are, you can«t walk in those: only boots,» our interlocutor is convinced.

Creating dog clothing is now Elena«s main job. At the same time, she tries to set aside time for rest and never ignores her small rituals.

«In the morning, we wake up, go for a walk, wash paws, have breakfast—and get to work. I don»t have a set number of working hours per day: I work when inspired. I always tell all my buyers and clients that I only sew in a good mood, so it«s not some forced thing. Only with inspiration and love for the pets,» continues the craftswoman.

Incidentally, while assistants sometimes help with sewing orders, Elena does everything else exclusively herself: communicates about orders, packs, and sends parcels. All over Russia, but more often to the North: to Nadym, Urengoy, Salekhard. Once, dog outfits were taken to America by the buyers themselves—as a gift. Sending parcels abroad now is no easy task.

A Simple Secret and a Cherished Dream

Elena and her team don«t strive for worldwide fame: it»s more important to keep 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 a personal approach to each.

«Dogs—they»re 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. For example, unusual lace sun hats for summer. Audrey adores dressing up, while Holly just tolerates it,« says our heroine, smiling.

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

«We sew for cats too. Often, Sphynxes dress up: they are hairless and always cold. The patterns in this case are a bit different: cats» bodies are longer than dogs«. And their build: some have a good appetite, some are more slender,» she clarifies.

Elena now sews to order for people extremely rarely: only if someone approaches her with a very unusual request. And she still adores sewing something for herself, though there«s 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»s close to you, and be inspired, develop,« Elena Matvienko is sure.

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