In conversation with Aayush Jhunjhun, Founder of 15 Furries, he dives into the evolution of the brand from men’s clothing to a full-fledged lifestyle brand with a pet clothing line, the journey and behind the scenes of the pet fashion line, and more.
Question– What inspired you to expand 15 BUTTONS from a men’s tailoring brand into a full lifestyle brand, including couples wear, kids wear, and pet clothing under the “15 FURRIES” line?
When we started 15 BUTTONS we never thought about expanding into the twinning or pet clothing space. Since we started as a make-to-order brand we had our prints in fabric form and not garment form. We were just brainstorming as to what different product we can come out with that can be our brand’s USP. That is when I had a random idea in my mind that I have seen lot of pets wearing t-shirts what if we can do things differently and make a shirt instead. The trials started with our pet dog rosy (a pug) and we got amazing traction during an exhibition which led us to get full-fledged into the pet clothing and accessories space.
Question– What gap in the Indian pet-apparel / pet-parent market did you aim to address when you launched 15 FURRIES?
Variety and Price are the major gaps we noticed in the Indian pet-apparel market and 15 FURRIES is breathing day-in day-out to bridge that gap. We are the only brand having 200+ options of pet apparel along with a wide variety of dog shirts, dresses, kurtas, sherwanis, sweaters, jackets, pet bandanas, tuxedo bandanas, cat shirts, pet-parent t-shirts and twinning outfits. In the current market there are either cheap Chinese or Thai goods available in ₹400 to ₹600 range or Indian brands starting from ₹800 going up to upwards of ₹2500. Our apparels start at ₹499 and end at ₹999 making our garments more accessible to larger set of pet-parents.
Question– How do you decide on design, fit, fabric and sizing when making clothes for pets, given that pets come in all sizes and shapes?
Before starting our journey, we did a pilot and trials on about 60 dogs consisting of various breeds and age groups. After launching also, we have updated our size chart 4 times in the past 3 years with continuous feedback received from 10,000+ pet parents. We have also upgraded our fabric quality without increasing the price as scale picked up recently. Not only are we using our size set for our brand but are also doing white-labelling for major pet store chains across India.
Question– What are the most popular items in 15 FURRIES currently — and which product surprised you with unexpected popularity?
Currently since its winters and Christmas is just around the corner our Christmas printed dog and cat garments along with winter sweaters and jackets are selling the most. Our Dog sherwanis is something that gained unexpected popularity specially during festive season like Diwali and still getting good demand for the ongoing wedding season. We have been making human like sherwanis for pets keeping comfort, style and price in mind. Last year we launched 4 colors this year we restocked them and added 3 more.
Question– How do you see the future of pet fashion / pet-parent wear evolving in India over the next 5–10 years, and how is 15 FURRIES planning to adapt or lead in that space?
After the pandemic there has been a great spike in the number of pet adoptions in India. The number of pet dogs and cats in India have nearly doubled in the past five years. The future of this industry definitely looks brighter as pets are not pets anymore they are like babies and a very important part of the family. Like we and our kids have wardrobes full of clothes for various occasions, in the next 5 years having wardrobes made for fur babies with an entire range of clothing and accessories based on mood and occasion for the pet is going to be the new normal. In the western markets big retail stores such as Walmart, Costco, Primark, etc. already have a dedicated pet clothing section and we believe the same will happen in India as well. We believe that the honest value for money price combined with huge variety will help 15 FURRIES to be a major player and hopefully lead the market as well.
Question– As a brand that now serves humans and their pets — what lessons from your human clothing business have helped (or hindered) you in designing pet wear?
We come from a family business that is into textiles since four decades, this experience has helped us in forward integration into apparels. We started 15 BUTTONS as a menswear shirt brand expanding into a complete family lifestyle clothing brand specializing in twinning outfits for couples and families. Our pet clothing business and couple twinning started growing equally leading to a slight confusion with the consumer whether 15 BUTTONS is a human clothing brand or a pet clothing brand. In order to overcome this hurdle, we launched a separate brand 15 FURRIES in July 2025 focusing on fashion for fur babies.