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NEW URBAN DOG BRAND LAUNCHES THIS CHRISTMAS WITH A CORE COLLECTION OF STYLE AND FUNCTION LED GEAR, DESIGNED EXCLUSIVELY WITH THE MODERN DOG IN MIND.

Dogside becomes the first dog brand in the UK to recognise and celebrate what it really means to be an urban dog in 2007 by offering a core collection of unique must-haves for everyday life in the city. A brand that promises to see everything through the eyes, ears and noses of urban dogs launches with three doggy essentials all of which will make the perfect pooch present this Christmas.

Leader of the Pack

A stylish 90 cm black lead with an electroluminescent thread running through it makes it perfect for a night walk during the dark winter months and with two settings to choose from the light can either be on constant or flashing mode. A contoured, vulcanised rubber handle makes it easier to take control of your pet while dodging traffic and pedestrians on the city streets. Priced at £25 and exclusively available from dogside.com

Doggy Style

Dogside’s waterproof jacket with easy velcro fastenings is the ultimate in performance outer wear and will not only ensure your dog is this season’s style leader but will also stop him getting wet and muddy during walks in the park. Available in three sizes and each with a nifty fold away hood means no more excuses on rainy days. Priced at £30 and exclusively available from dogside.com

Eat Easy

So you thought that a bowl was just a bowl well not this one. This is the dogs! Not only does this one look super cool with its branded black outer bowl but it is also designed with a stainless steel removable inner bowl for easy cleaning; rubberised feet so it stays put when your dog is munching; and cut away handles making it easier to pick up. Priced at £15 and exclusively available from dogside.com

All Dogside products are sold from 1st November exclusively from the corresponding website www.dogside.com which is a place for urban dog owners to meet, discover and shop through its unique blend of entertainment, online community initiatives, and cool and contemporary apparel.

-Ends-

For further information or high resolution images please contact:

Nectar Events & Publicity
Juliet Ross-Kelly / Nathalie Tesson
M: 07710 344 101 / 0789 980 6880
E: juliet@nectar-events-publicity.com
E: nats@tesson.fsnet.co.uk

Editors Notes:

1. Dogside is a new brand founded by two young entrepreneurs based in London who noticed there wasn’t a contemporary dog brand on the market for the modern urban dog and its owner.

2. It is launched on to the market after extensive research into the changing attitudes towards dog ownership and dog behaviour in the UK.

3. Dogside is the first brand made exclusively for urban dogs and is based on a view of life through the dog’s eyes – what they see, hear, smell and think. A brand which is always on the dog’s side.

4. Dogside is so much more than canine products – it is essentially a portal known as Dogside.com which combines an interactive mixture of entertainment; community initiatives; and an online shop. Content on the website is currently focused on London however there are plans to expand this to other UK cities in the future. Highlights of the website include:

a. Google Maps showing favoured London walk routes with Dogside approved businesses flagged along the way. To become part of the Dogside approved scheme, businesses such as pubs and restaurants must show they are dog friendly by providing relevant facilities. The dog owner can then plan their walk route based on these credentials
b. A selection of videos featuring some of the most wild and wonderful aspects of urban dog life from showcases of London’s most fascinating dogs and their owners to dog-cam specials capturing a dogs view of the city.
c. An irreverent mix of daily news and blogs keeping urban dog owners in touch with current topics and each other

5. Although the public launch of Dogside.com is on the 1st November 2007 there is media access to the testing site which is password protected prior to this date, so please contact us for your unique password and user name.

6. Ambient marketing devices will be used for the first phase of the launch encouraging interaction with dogs across London. Firstly Dogside will be unleashing thousands of branded tennis balls in parks around the capital and as they are infused with a doggy attracting scent it won’t be hard for them to be sniffed out and played with.

7. Dogside products can be delivered anywhere in the UK.







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