MEDIA RELEASE

Petstock launches debut designer collection at Afterpay Australian Fashion Week, with Romance Was Born, THE UPSIDE and Double Rainbouu
Make a statement this winter with PETstock’s new designer fashion range for dogs, with 20% of sales donated to the Petstock Foundation 
Lift your pooch’s fashion game this winter with PETstock’s latest designer collection, in collaboration with Romance Was Born, THE UPSIDE and Double Rainbouu, launching as part of Afterpay Australian Fashion Week (AAFW).

As an official partner of AAFW, Petstock will be showcasing pet outfits and accessories that feature each designer’s signature style and unique prints, with matching human pieces to complete the look. A report has shown that dog owners are looking to share their love of fashion with their furry friends, with 29% already owning outfits and costumes for their pets(1). With 6.9 million households across Australia now home to one or more pets, and almost half of all households having at least one dog(2), there has never been a better time to invest in on-trend puffer vests and jumpers to ensure pets stay warm and stylish this winter season.

Dogs will take to the spotlight for the PETstock runway show filmed at Carriageworks, with the on-demand runway video available to be viewed from Monday May 15 via petstock.com.au or aafw.com.au. Throughout the week, Petstock will also be capturing the pet street style scene, rounding up an exclusive look at what the fashion set and their four-legged friends are coveting for the season.

Rebecca Ryles, Head of Private Label at PETstock, says, “As an Australian-owned brand, PETstock is thrilled to be partnering with other home-grown brands and three of Australia’s most inspiring and fashion forward labels, Romance Was Born, THE UPSIDE and Double Rainbouu. Each brand has brought their signature designs to our new pet pieces, giving pet owners and their beloved dogs a fun, unique and creative way to express their own style while staying on trend.

“At PETstock, everything we do ties in to giving back, 20% of all sales from the designer collection will help pets and people in need, with proceeds being donated to the Petstock Foundation, PETstock’s own registered charity organisation. 100% of funds raised go towards our charitable partners and projects with all operating costs covered by the business.”

Ashlea Holdsworth, Head Designer at THE UPSIDE, says, “We believe in partnering with brands that extend on our mission of empowering people to be well and feel gorgeous in their pursuit for a joyful and healthy life. Animals, and our four-legged family members play a vital role in our wellbeing and in staying active, so it made sense to partner with PETstock on an Australian Fashion Week first.”

Available in a range of sizes, The PETstock 2023 Designer Collection is available exclusively at select PETstock stores and online at petstock.com.au from May 15 2023, while stock lasts. THE UPSIDE, Romance Was Born and Double Rainbouu will also have human pieces in matching prints available to purchase.

AAFW is an IMG event supported by the NSW Government through its tourism and major events agency Destination NSW. AAFW will take place 15 – 19 May 2023.