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Petements, the Instagram Account Turning Dogs Into Street Style Stars, Is Getting Into the Merch Business


Right on time to round off the year’s raging fashion debates about appropriation and reappropriation, we bring you the scoop on Petements. Gutter-level fashion investigations carried out over the weekend have sniffed out the provenance of the “secret animal collective” with the brand tagline “Total F**king Dogness.” Via direct messaging, the creators of this year’s canine cult underground Instagram account @petements_official have admitted to Vogue that they are not in fact a design collective in the true sense, but “two emo pugs from South London who wanted something for their friends to wear.” Much to the excitement of their growing pack of followers, has just launched into e-commerce, selling a capsule collection of T-shirts, hoodies, beanies, and oversize slogan scarves for streetwise canines.