You’ve seen adorable kittens wearing sports sweatshirts and cats proudly donning bow ties. They do so with style and ease while flaunting pearl necklaces, sun glasses, cowboy hats, and neckties. Although our fascination towards our pets is nothing novel, it has undoubtedly intensified in the wake of the pandemic.

Shachi Mehta is a fashion designer who offers a fashionable wardrobe for pets and maintains the brand Petriot.in. Simply put, “Petriot” refers to riots for pets. Petriot caters to animal lovers who would like their four-legged pals to look their best with everything from basic T-shirts to hoodies. The company offers pet accessories and apparel that may be customised.  The assortment consists of mattresses, blazers, jackets, bow ties, collars, shirts, and dresses. Pet fashion, where the design is presented as a look book, is one of their most core ideas.  The patterns are fairly elegant, with crisp edges, ruffles, and vibrant colours. Shachi is the designer of the clothing. Petriot intends to give pets the luxury experience of fashion and make pet fashion as big as human fashion.

Speaking to Petrons, she shared how Petriot got started and what was the inspiration to start Petriot. “Pawsh my ginger feline always was the inspiration for Petriot. She started Petriot realising the only clothes in the market you get are t-shirts or tees. Being a style freak, she wanted the most trending clothes for him and started making clothes for him. They started with just cat clothing, accessories, gliders and beds. We took almost 6-8 months to just come out with a size chart relevant to Indian dogs,” says Shachi.

She worked as a stylist for Bollywood celebrities and wanted Pawsh to look no less than a bolly hero so she made him his first birthday tuxedo, followed by casual tees, sherwani for Diwali and Santa tee for Christmas and so on.

The start and pushbacks

Pet fashion across the world has always been a niche market for years now. The consciousness  of making pets an integral part of lifestyle and dressing them for any events has only started  in India from past 5 years. People still feel very new about the whole concept of dressing pets and are in aww about their design offerings. As far as festivals and celebrations go by these days, the pets have also become integral part of any event and hence Indian outfits like lengha, sherwani, sarees, kurtas and western like tuxedos and gowns have become a must for every pet based on the occasion.

Aspects of Petriot

As in the case of humans, pets also vary in terms of size and they almost took 6 months to just come up with a size chart suitable for pets in india. As far as the production and designing is concerned, its a very new market for the masters and the karigars also to understand, but for Sachi having my master Hardik who’s been with her for almost 10 years and has been a great aid in terms of coming up with newer concepts.

Role of social media

Since its inception, social media has played a key role in increasing awareness of the latest trends by taking it to the masses. However, the use of social media itself has changed. It’s no longer just a place for people to share their own stories. Now people use social media to tell the stories of their pets. 

The photoshoots, reels and stories being a very integral part of the current social media has helped to grow the business and connect to the customer directly. “To build a stronger connection with our customers we share the images of their pets in our branded products to get their pets a sense of fame and appreciation. It’s a simple platform where a client can ask the queries and get a clear view before ordering or buying the outfit.” Shachi adds.

The admirer of Petriot

“Pawsh my ginger feline always was the inspiration for Petriot. And all the satisfactory meows and beguiling eyes of your pet are a validation of the cut, fit, feel, texture, stitch and every other element of the apparel. Every minute detail of each piece is given utmost attention before it comes an inch closer to your loved ones,” reveals Shachi.

The ‘comfort factor’ for pets

The outfits are designed keeping the sensitive skin of the pets in mind as a starting point and the fabric used are breathable and non itchy to the pet. Adequate care is given to ensure they are concealed and finished with cotton in a way where not a single seam is in touch with the pet’s skin. 

“Factors like they should not curb the pet’s movements and enable them to perform their bodily functions without hindrances are some of the key considerations when it comes to comfort. The fasteners used in the outfit should be pet friendly which are easy for the humans to make them wear and will be comfortable for pets.” Shachi added.

The customisation process

A specially pet-trained tailor would take the pet’s fittings and get an approval for the fabrics before proceeding with the final design work. They manufacture the products themselves. They have a boutique in Bandra, Mumbai which is open to pets. Measurements are taken for the pets post the selection of style by the pet parent. Once the product is ready, one is allowed to give trials to the pets and get any alterations done if required. 

“There is a lot of learning that has already been implemented by great designers in human lifestyle product design. We try to get our inspiration from there and implement the same comfort and style for the pets. Before putting the products on table we have researched on cats and dogs behaviour, likes and dislikes,” states Shachi.

Highlights from the experience

“We take petty affairs quite seriously. We believe that your lovelies are social souls and seek attention and love with their endearing purrs and wagging of tails. Every ensemble at Petriot is created for the ultimate comfort of your pets and reflects their chic attitude at every glance.

The ramps of Paris and London are revered for their catwalks. We handpick styles and cuts inspired from the international designers and give your pet a crisp and sophisticated look, something the models would genuinely aspire.” Shachi says.

The core of Petriot as a brand lies in product innovation in the area of pet comfort and fashion.

Advice for pet parents

For pets, clothing can be more than just a decorative item. Investing in a comfortable sweater or jumper will prevent your short-haired pets from shivering in cooler temperatures. Animals who are not native to the country will be able to survive the heat with the help of clothing made out of cooling materials.

“Make sure the pet is comfortable. Clothing shouldn’t be too tight, which would restrict movement, or too loose, which would trip them. When dressing them up for a special event, purchase the costume beforehand and have trials done so that they can become acclimated to it,” suggests Shachi.

How to reach them?

For any pet clothing or accessories-related needs or requirements, you can go and visit their pet designer showroom where they would make your pet feel like a celeb. If you are unable to make it to the store, you can buy online from their official website www.petriot.in through which they deliver pan India. For latest updates you can follow them on their Instagram and Facebook page by following the handle @petriot.india.