New York Weekly sat down with Nicolo Di Stefano, the founder of SHIBA & Co, an affluent pet brand founded for his love of dogs. The brand offers a new concept of luxury beyond simple aesthetics, including functional and emotional value and style.
How did you start SHIBA & Co.?
Shiba & Co. originated during the 2020 pandemic when quarantine compelled us to spend extensive time at home with our dog. Facing job loss and the need to adapt to a changing world, we reevaluated our lives. Inspired by Tai’s successful dog account for Fendi on social media, we delved into the pet industry, discovering a gap in quality and functionality, particularly in dog apparel. Our pain points, including the lack of leash openings and color bleeding issues, fueled our determination.
Recognizing the enormous potential in the pet clothing market, with projections reaching $18.7 billion by 2031, we saw an opportunity. The overall pet industry’s $136 billion market size and the growing trend of luxury pet fashion convinced us of the potential for change. With a global Shiba Inu population of 600K and a burgeoning interest in pet luxury brands like Versace, Prada, and Gucci, we realized that even a small share of this market could transform our lives.
Motivated by this data and the industry’s growth, we founded Shiba & Co., driven by a passion for dogs, a commitment to quality, and the belief that our unique perspective could significantly impact the evolving world of pet fashion.
Why did you start SHIBA & Co.?
We started Shiba & Co. because we recognized significant shortcomings in the dog clothing industry. Existing products often utilize low-quality materials like polyester and nylon or missing functional features that compromise both comfort and usage for dogs. We have many brand partnerships and shop for pet clothes a lot, and sometimes the hoodie is missing an opening part, so it’s not compatible with our harness and leash, and we can’t dress our dog outside. And there’s one, Nice wash one of the new hoodies with some dog towels together, and everything came out red because the hoodie lost the color; imagine putting these on the dog, and the color will just dye the dog’s hair!
A crucial current aspect of the dog apparel industry we noticed was the one-size-fits-all approach, disregarding the diverse body shapes of different dog breeds. For example, a hoodie designed for a Shiba Inu might not suit a French Bulldog, but companies do it anyway to target as much of an audience as they can.
Our decision to specialize in Shiba Inu apparel is rooted in our deep connection with these dogs, whom we consider our own children. Nico: “Through extensive market analysis, me and Tai believe that we understand the gap between the market we navigate in this moment and the market that will be specific for specific breeds in the next future, that is, tomorrow.”
What are some of your most popular products?
One of our top three crowd favorites is the Revè hoodie. Its popularity stems from its innovative reversible design featuring two faces: one with a cozy cotton conform fabric and the other with a waterproof lining made from high-tech polyester. This dual-functionality provides breathability and dog-friendly comfort, essentially offering two hoodies in one.
Our Shiba Inu keychain has also gained immense popularity, particularly for its practicality. The attached bag accommodates an AirTag, making it convenient to locate misplaced keys.
Finally, the oversized Tote bag has been a hit since day one. People adore it for its functionality, providing a stylish solution to carry their Shiba Inu around the city.
What are your brand expansion plans?
We are enthusiastically envisioning the future for SHIBA & Co., anticipating the creation of a vibrant community that actively engages with the needs of our Shiba lovers. Our expansion plans include entering the European market and exploring collaborations with renowned Italian brands. Additionally, there’s the exciting prospect of establishing the first-ever Shiba & Co. boutique pet store in New York.
Do you have any events planned for the new year?
We haven’t planned any major events for the upcoming year, but we’re actively working towards organizing one during the fall fashion week. Meanwhile, we’ve collaborated with the Shiba community here in New York to co-host Shiba meet-up events. In October, we had an incredible Halloween costume event with nearly 50 Shiba attendees, and we’re gearing up for a Christmas ugly sweater contest event on 12/16. Additionally, we’re participating in the AAAAh.culture’s holiday market, a pop-up market for emerging businesses like ours. The market is going to be from 12/8-12/14 at 37 Union Square West, New York, NY 10003.
Anything else you would like to add about your business plans as we move into 2024?
SHIBA & Co has exciting plans for 2024, as we’ll be launching a clothing line specifically for Shiba owners called Shiba&Co Icons. This collection will feature high-quality and comfortable clothing designed for walks in the park with your dog or a day of shopping in the Big Apple of New York City. Our focus will always be on creating designs with attention to quality and comfort for every wear.
