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PETstock launches debut designer collection at Australian Fashion Week 2023

PETstock launches debut designer collection at Afterpay Australian Fashion Week, with Romance Was Born, THE UPSIDE and Double Rainbouu

Lift your pooch’s fashion game this winter with PETstock’s latest designer collection, in collaboration with Romance Was Born, THE UPSIDE and Double Rainbouu, launching as part of Afterpay Australian Fashion Week (AAFW).

As an official partner of AAFW, PETstock will be showcasing pet outfits and accessories that feature each designer’s signature style and unique prints, with matching human pieces to complete the look. 

A report has shown that dog owners are looking to share their love of fashion with their furry friends, with 29% already owning outfits and costumes for their pets [1]

PETstock Designer Collection x THE UPSIDE for Australian Fashion Week 2023

With 6.9 million households across Australia now home to one or more pets, and almost half of all households having at least one dog [2], there has never been a better time to invest in on-trend puffer vests and jumpers to ensure pets stay warm and stylish this winter season.

Dogs will take to the spotlight for the PETstock runway show filmed at Carriageworks, with the on-demand runway video available to be viewed from Monday May 15 via or

Throughout the week, PETstock will also be capturing the pet street style scene, rounding up an exclusive look at what the fashion set and their four-legged friends are coveting for the season.

PETstock x Romance Was Born
Floral Super Puffer for AAFW
Rebecca Ryles
, Head of Private Label at PETstock, says, “As an Australian-owned brand, PETstock is thrilled to be partnering with other home-grown brands and three of Australia’s most inspiring and fashion forward labels, Romance Was Born (featured), THE UPSIDE and Double Rainbouu

Each brand has brought their signature designs to our new pet pieces, giving pet owners and their beloved dogs a fun, unique and creative way to express their own style while staying on trend.

“At PETstock, everything we do ties in to giving back, 20% of all sales from the designer collection will help pets and people in need, with proceeds being donated to the Petspiration Foundation, PETstock’s own registered charity organisation.”

Ashlea Holdsworth, Head Designer at THE UPSIDE, says, “We believe in partnering with brands that extend on our mission of empowering people to be well and feel gorgeous in their pursuit for a joyful and healthy life. 
Animals, and our four-legged family members play a vital role in our wellbeing and in staying active, so it made sense to partner with PETstock on an Australian Fashion Week first.”
PETstock Designer Collection x THE UPSIDE for Australian Fashion Week 2023

PETstock Designer Collection x THE UPSIDE for Australian Fashion Week 2023


Available in a range of sizes, the PETstock 2023 Designer Collection is available exclusively at selected PETstock stores and online at from May 15 2023, while stock lasts. 

Make a statement this winter with PETstock’s new designer fashion range for dogs, with 20% of sales donated to The Petspiration Foundation.

THE UPSIDE, Romance Was Born and Double Rainbouu will also have human pieces in matching prints available to purchase.

PETstock Designer Collection x Double Rainbouu for Australian Fashion Week 2023

AAFW is an IMG event supported by the NSW Government through its tourism and major events agency Destination NSW. AAFW will take place from 15th – 19th May 2023.

1. 2022 PETstock Pet Parent Report

2. Animal Medicines Australia, Pets in Australia: A national survey of pets and people, November 2022

About PETstock:

PETstock is a 100% Australian owned and family operated business, born in 2002, 11 years after the Young family took ownership of Ballarat Produce in 1991. Brothers David and Shane built the business on family values and a passion for pets. With more than 200 stores located nationally, Petstock offers the best quality pet care products, services and advice. Led by industry experts, Petstock understands that you’re not shopping for your horse, dog, cat, bird or fish - you’re shopping for your best buddy, your family member.

PETstock also has its very own registered charity organisation, The Petspiration Foundation (formerly Petstock Assist), committed to helping pets and people to live better. Through its partnerships and programs, the Foundation aims to make a positive impact by strengthening the bond between pets and people, from training support and therapy animals, to providing much needed help to pet parents facing homelessness or domestic violence. 100% of funds raised go towards its charitable partners and projects with all operating costs covered by the business.


Founded by Jodhi Meares in 2013, THE UPSIDE is grounded in an authentic love of yoga, spirituality, and our beautiful blue planet. THE UPSIDE layers the eclectic but relaxed nature of Bondi, with the dynamic energy of New York City and the free spirit of Oahu’s North Shore.

Placing equal emphasis on both fashion and function, our quality athleisure pieces, and understated cool performance-calibre legwear, continue to elevate the way we move, whilst still staying true to the brands core values. We believe in balance, integrity, and peace as the highest form of happiness. No matter the place or pace, in quiet or chaos, feel free to be truly you, in THE UPSIDE.

About Romance Was Born:

Romance Was Born is the contemporary Australian fashion house with a unique story telling vision. The renowned duo Anna Plunkett and Luke Sales met while studying fashion in 2005 and established the inimitable label Romance Was Born. The pair is known for their ability to transform any theme or seemingly random inspiration into a glittery glimmering fashion paradise. Their collections are full of breathtaking statement pieces and feature; covetable prints, hand worked details of appliqué or embroidery, intricate beading and intensely detailed sequinned elements. Artistic collaboration is an integral part of how Romance Was Born design, they carefully choose collaborators who share their creative passion and dedication to their process. Past collaborations with kindred artists and brands such as; Ken Done, May Gibbs, Linda Jackson, Jenny Kee, Del Kathryn Barton, Lara Merrett, Disney, Marvel, Lego, Dulux, Sportsgirl, Studio A, The Avalanches, The Sydney Dance Company and the Sydney Theatre Company.

About Double Rainbouu:

Double Rainbouu puts a fun and fresh twist on the cult classic Hawaiian shirt. Created for ‘beach babes and pool punks,’ the vivid tropical prints are inspired by the seaside culture of Mikey Nolan’s native Australia. An antidote to traditional resort brands, which tend to peddle a lifestyle few truly enjoy. All textile print designs are created in-house by the duo and reflect a life spent by the beach and all that it represents. ‘Because the beach in Australia is such a huge aspect of everyone’s lives, it doesn’t just mean one thing. There’s the city beach, then you’ve got the small-town beaches, deserted beaches, and crappy suburban beaches.’ Double Rainbouu aims to reflect all of them, with a cheeky grin. ‘It’s everyday life, not paradise.' For beach babes and pool punks.

MEDIA RELEASE, 10th May 2023

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