MODRuff Goes On Lead
MODRuff continues to take style and function to the next level with its new sculpted
martingale collar
June 16, 2008 (Toronto, ON)
– MODRuff™, the leader in innovative dog apparel, has
expanded its Sculpted Dogwear™ line with the addition of collars. The company enters the canine
accessories market with the debut of its sculpted martingale collar. Hand sculpted and hand made,
the collar carries MODRuff’s unique 3-dimensional aesthetic.
MODRuff’s take on the martingale collar is a modernist approach that combines art and design.
The collar is designed to fit loosely around the dog’s neck when not on lead, but will gently
tighten when a dog is pulling on leash or tugging in the opposite direction. “I chose the
martingale style because that is what I use for my dog Rocco, who has escaped out of traditional
buckle collars,” says Brent Baillie, MODRuff’s founder and designer. “What I like most about
the collar is that it merges safety and style.”
Minimal yet sophisticated the collar’s wide design ensures an even distribution of pressure when
the collar is in use. The exterior is made of natural rubber, which is soft and flexible, and is lined
with crush-resistant velvet. The scratch and bite resistant nature of the natural rubber also serves
to protect a dog’s neck.
“I sculpted vertical lines to give the collar a minimal and modern look that will suit any dog,”
says Baillie. “MODRuff products are wearable art and the collar gives dog owners the ability to
outfit their dogs in MODRuff regardless of weather.” The collar comes in sizes small (8” & 10”),
medium (12” & 14”), large (16” & 18”) and extra-large (20” & 22”). The retail price starts at
$30.00 CAD. Available colours are: pink, hot pink, sky blue, purple, forest green, orange, yellow,
red, matte black, brown, bronze, silver and gold.
All MODRuff apparel and accessories are made with natural rubber, which is a pliable and 100%
waterproof material. Truly innovative and unique, MODRuff products carry one-of-a-kind
sculpted designs that are sure to make any dog stand out from the pack. MODRuff Polish is also
available to revitalize the natural rubber.
About MODRuff
MODRuff’s mission is to provide cutting-edge apparel and accessories for the modern dog. The
company was founded by conceptual artist Brent Baillie after he couldn’t find a coat for his dog
Rocco. As a result, Brent merged art and design in order to create luxurious high-performance
dog apparel. The company hand sculpts and hand makes all products in Canada. To view the
MODRuff collection and the daily MODRuff Weather Forecast, please visit: www.modruff.com.
Press contact: Phon K. Baillie Tel: (416) 979-3455 Email: phon@modruff.com
Editors: high-resolution photos are available for review.
MODRuff™ Announces Weather Forecast Feature
Now dogs and their humans will have an edge over the outdoors
April 28, 2008 (Toronto, ON)
— MODRuff™, the leader in stylish, high-performance dog
apparel, has added a new feature to their revamped website www.modruff.com. The MODRuff
Weather Forecast™ is a multi-city forecasting system that allows visitors and their pooches to
view weather conditions before they head outside.
The MODRuff Weather Forecast™ currently features information for Toronto, Vancouver, New
York, and Tokyo, Japan. “Since MODRuff is an innovative company we felt it was another step
forward for people and their dogs that have an active lifestyle,” says MODRuff’s founder and
designer Brent Baillie. “We plan on expanding our listing of cities throughout North America and
Europe, when our visitors request it,” explains Baillie.
Now anyone can see if it’s a MODRuff Day™. Whether it’s a gusty wind or spring showers, dogs
will be fully protected in their MODRuff coats, which are 100% waterproof and breathable. “The
flexibility and durability of our coats allow dogs to totally be themselves,” says Baillie. “The
MODRuff style enhances a dog’s character while reflecting the owner’s taste in luxury.”
MODRuff has redesigned its website with new photography to reflect its luxury products. “Our
dog coats are modern and cool in design, so it was only natural for our web presence to reflect the
nature of MODRuff,” says Baillie, who also designs MODRuff’s website. The company is
working towards new and exciting products in the coming year, as well as a dedicated site for
MODRuff’s muse and chief doggie product tester, Rocco Julius.
MODRuff coats are made with a natural-rubber exterior, which is supple and allows full range of
movement. Truly innovative and unique, the natural rubber exterior is biodegradable and provides
dogs with full protection in various weather conditions, as well as from scrapes and abrasions.
MODRuff Duo Walks the Couture Runway
Canadian designer MODRuff joins Snoopy at “THE EASTER BEAGLE PRESENTS CANINE
COUTURE” fashion show at Palm Beach Fashion Week
March 07, 2008 (Toronto, ON)
High-end dog apparel company MODRuff™ will be showcasing
two of its unique Sculpted Dogwear™ coats at Palm Beach Fashion Week. The fashion show,
“The Easter Beagle Presents Canine Couture,” will be hosted by Peanuts pooch Snoopy, and
will have celebrities and models alongside their canine friends on the runway. MODRuff’s muse,
Rocco Julius, will be strutting his 4-legged stuff alongside his human, MODRuff’s founder,
designer and sculptor Brent Baillie.
The event will take place at the Gucci Courtyard on Worth Avenue on March 08 at 2:00 p.m., and
is sponsored by Warner Home Video to coincide with the release of its newly re-mastered DVD
of “It’s the Easter Beagle, Charlie Brown.” This deluxe version features new picture and audio,
and includes two bonus features: “It’s Arbor Day, Charlie Brown” and an all-new featurette, “In
Full-Bloom: Peanuts at Easter.” Snoopy, as the Easter Beagle, will act as the host and cheerleader
of the event.
MODRuff’s stunning Dragon Coat with its sculptural 3-dimensional dragon will be featured, as
well as the urban-athletic Sport Coat. “The Dragon Coat will be bold chic with a black dragon
resting on a sleek white coat,” says Baillie. “We recently debuted it in Tokyo at the New Year
Dog Party.” The Sport Coat will be in the popular Vintage Colour Combination, which is
reminiscent of old-school sportswear.
The fashion show will host actress Kelly Rutherford, who co-stars on the CW’s red-hot “Gossip
Girl,” as a celebrity model during the event, along with larger-than-life Jay Alexander from
“America’s Next Top Model.” The event will also focus timely attention on a little-known canine
health and safety issue: the importance of never feeding chocolate to your dog—the sweet treat is
actually a major health threat to man’s best friend.
Both MODRuff coats will be raffled off for charity during a silent auction following the show,
and local animal agencies Coastal Poodle Rescue, Pet Haven Rescue, and Get A Life Pet Rescue
will be on-site giving attendees the opportunity to adopt a pet.
Meticulously hand made, MODRuff’s designs are sculpted and then constructed in natural rubber
and lined with luxurious fabrics. The coats are wearable in all weather conditions, are 100%
waterproof, and tear resistant. MODRuff coats are truly unlike anything seen before in the pet
industry. Palm Beach Fashion Week is a multi-day, branded, entertainment environment
celebrating the luxury and opulence of Palm Beach with nine days of direct-to-consumer luxury
fashion, beauty, shopping, and dining experiences. Palm Beach Fashion Week is truly a lifestyle
event.
MODRuff Debuts Sculpted Dragon Coat
3-Dimensional spiritual dragon gives dogs power over the weather
January 23, 2008 (Toronto, ON)
MODRuff™ has expanded its current collection of Sculpted Dogwear™ with the addition of the
Dragon Coat, another fashion-forward design in the company’s high-end canine apparel line.
The Dragon coat first debuted in Tokyo, Japan, on the runway at the New Year Dog Party on
January 12 & 13, 2008. At the fashion show, which was a joint venture between Pet Fashion
Week NY and Tokyo Broadcasting Systems, the audience was wowed by the coat’s dramatic
sculpted dragon, bold colours, and innovative use of materials.
“The Dragon coat was inspired by a spiritual dragon,” says MODRuff founder and designer,
Brent Baillie, “which has the power to manipulate the weather. This is the first dog coat to have a
3-dimensional dragon because it’s important to me to keep coming out with innovative designs,
and to take MODRuff’s dog apparel to a whole new level.” Baillie, an artist who sculpts all of
MODRuff’s designs himself, created the 3-dimensional dragon to lie on the dog’s back, keeping
watch from the dog’s shoulder. “I wanted the dragon to look as real as possible and true to the
mythology, so I added details like scales, eyes, claws, a beard, and mohawk hair that runs down
the dragon’s back.” The mohawk hair can be highlighted in a separate colour as well as the hair at
the tip of its tail.
The Dragon coat is currently available in three signature colour combinations. The Spirit Dragon
is a matte black coat with a red dragon, while the Mortal Dragon is a red coat with a forest-green
dragon with yellow hair. The Urban Camo Dragon is a 4-colour grey-tone camouflage coat with a
black dragon. The coats are lined in faux fur, and are protective against all weather conditions, as
well as scrapes and scratches.
“Like our other coats, the Dragon coat is 100% waterproof and is made with environmentally
friendly natural rubber, which is a very supple material that gives dogs full range of movement,”
says Baillie. All of MODRuff’s designs are tested by Baillie’s Standard Manchester Terrier,
Rocco, who is sensitive to cold weather and loves to play rough with big dogs. “If it passes the
Rocco test, we know it can withstand rough play, while also providing warmth and comfort.”
MODRuff™ Walks The Runway In Tokyo
Sculpted Dogwear™ set to wow the crowd at New York themed fashion show
December 05, 2007 (Toronto, ON)
MODRuff™ is set to debut its premiere collection of modern Sculpted Dogwear™ in Tokyo, Japan
as a designer in Pet Fashion Week NY’s TokyoProject. The fashion show will take place on
January 12th & 13th, 2008 at Tokyo Big Sight, and will be broadcast on television.
MODRuff has been handpicked to showcase its unique coats on the runway to an audience of
40,000 end consumers. The theme of the fashion show is New York, and will focus on the
personality and creativity of the city as a fashion mecca. “We’re very excited to be showing in
Tokyo. We know that Japan appreciates innovation and attention to detail, and that’s what
MODRuff is all about,” says Brent Baillie, MODRuff’s founder and designer. “The coats are
wearable art, and being 100 percent waterproof and ultra durable, they function superiorly as an
outdoor garment.”
MODRuff’s trademark Bodyguard, Sport, and Angel coats will walk the runway along with two
new designs created specifically for the fashion event: the Dragon Coat and a sculpted collar. The
Dragon coat blends modern and traditional elements with a spiritual dragon, one that rules wind
and rain but can also cause flooding. “The dragon will be 3-dimensional, lying on the back of the
coat and will be available in up to three colours,” explains Baillie. “The sculpted collar is the first
of an upcoming collection that will complement our existing line of Sculpted Dogwear.”
Meticulously hand made, MODRuff’s designs are sculpted and then constructed in natural rubber
and lined with luxurious fabrics. The coats are wearable in all weather conditions, are breathable,
and tear resistant. MODRuff coats are truly unlike anything seen before in the pet industry. All
coats are available in MODRuff’s signature colour combinations, and can also be customized
from one- to three-colour combinations.
The Tokyo Project is a joint venture between Pet Fashion Week NY, the world’s largest design
platform for the pet lifestyle market, and TBS (Tokyo Broadcasting Systems). It is a structured
promotional arena for pet apparel and accessory designers to reach the $10 billion a year Japanese
pet market. Ten designers have been personally selected to create demi-couture and avant-garde
designs for the runway show.
MODRuff™ Launches Collection of Unique Sculpted Dogwear™
Fashion meets function in all-weather coats
October 23, 2007 (Toronto, ON)
MODRuff™, a new and innovative Toronto-based dog apparel company is entering the upscale market with its unique Sculpted Dogwear™. MODRuff coats are a combination of high-quality protection, construction, and design. Meticulously hand made by an artist, the coats’ designs are sculpted and then constructed in natural rubber and lined with luxurious fabrics. The coats are wearable in all weather conditions, are 100% waterproof, and tear resistant. MODRuff coats are truly unlike anything seen before in the pet industry.
“I wanted to create a modern and waterproof dog coat using the skills that I have developed as an
artist,” says creator and owner Brent Baillie. “Being hand sculpted opens opportunities to add
detailing that you wouldn’t expect to find in a dog coat.” Baillie is a sculptor who designs all of
MODRuff’s coats. His desire for a hip urban coat for his Manchester Terrier, Rocco, led to the
creation of MODRuff. “I wanted something practical, durable, and stylish,” explains Baillie.
“The coats are wearable art, and are designed to fit dogs of all sizes and give people custom
choices.”
The debut collection features MODRuff’s Bodyguard coat, which has a strong presence with its
sleek lines, inset embassy logo, and streamlined appearance. A high collar and a chest and belly
piece ensures maximum coverage. The Angel coat reflects a classical style with a modern twist,
and has been painstakingly sculpted to capture the details of an angel’s wings — perfect for the
little princess. The Sport coat’s design was inspired by athletic gear, and according to preference
it can capture a retro look or a modern superstar’s appeal.
MODRuff’s coats are available in their signature colour combinations, which range from the chic
Sweet Baby’s blue and tan, to the Turbo’s yellow, black, and red. MODRuff also offers the
option to customize colours up to three-colour combinations, as well as stitching colours.
- END -