Dogs strutting the catwalk

By IRENE CHAPPLE

The bride was beautiful in white, a detailed veil shading her face and cream swirls down her skirt.

The groom strutted around, traditional in a black and white tuxedo.

The party guests - let's take a guess - would have been drinking champagne to celebrate the union.

When the party was over they patted the newlyweds, a petite pair of chihuahua pomeranian crosses, and sent them off to mate.

Jackie Cottle hoots at the thought, and starts rustling through her suitcase of dog outfits, trying to recall the engagement party designs.

"The female wore this" - she holds up a leopard-print coat - "and the boy wore the denim jacket."

"I guess," she grins, "it's just a funny excuse to have a party."

Cottle runs her boutique dog clothing brand Puchi from Clevedon Horse Park, which she runs with her husband, former Olympic equestrian John Cottle.

Puchi is in its early stages, but word of mouth has generated about 100 sales. Cottle has also given away lots of dogwear.

Interest in her finely detailed designs is high. Just a few months ago, she had an offer from an American businessman who wanted to finance the marketing of her designs in the United States.

That offer was declined, but Cottle is now getting serious about Puchi.

Some of her designs are frivolous - she calls the fur-collared cocktail wear and wedding dresses "ridiculously fun" - but the business had practical beginnings.

Cottle, who was taught to sew by her mother, had two whippets that felt the cold so she made them coats.

Then, a windfall. A British film company that turned her father's book, Young Adam, into a feature paid the copyright fees to Cottle and her sister. So with $30,000 to play with, Cottle's plans for Puchi expanded.

The range includes an oilskin for rainy days, complete with wee hood and warm lining.

A Swanndri-type garment, part of the "New Zealand" range that reflects kiwiana, is suitable for chilly winter nights.

A lounge-around dressing gown features toy teddy bears in the pocket.

Bathrobes help to keep a newly washed dog warm.

A post horse-show parade this year, featuring five dogs on the walkway in Puchi outfits, was a hit.

With assistance from publishing entrepreneur and friend Wendy Pye, Cottle has drawn up a business plan and will soon have a website (www.puchi.co.nz).

Norsewear is now making the oilskins and developing a merino and possum sweater.

The sewing for other outfits has been contracted out.

Cottle expects her main markets will be Japan and America, where the dog clothing culture is huge.

She believes the growing market is partly driven by couples putting off having children.

Cottle expects to sell most of her outfits over the internet, although opening a retail store is another option.

She says Puchi's point of difference from other dogwear designers will be quality.

"I have a lot of whimsical stuff, and I have been selective of the fabrics.

"There is a lot of detail in the product and I have tried to keep them dog-friendly as well so they are comfortable to wear."

Lulu, for one, loves her coat. The stables' little jack russell yelps with enthusiasm when Cottle dresses her in the Swanndri, and waits patiently to be fitted for the oilskin.

"It's a wonderful thing for people who have everything."