About this project
1st Things 1st: What's In It For You
Before I tell you the full story of Green Monster and what we're going to do - take a look at some of the Green Monster dogwear that you can have as a reward for pledging to back us!
And that's just a small sample..Click here for our full Etsy shop!
Your dog can also be the first on your block sporting the new fall collections of Green Monster dogwear.. Yet to be released!
Other backer rewards include custom dogwear, monogrammed dogwear, HPryor art and even a scandalous night with Megaball herself!
Now to get down to business...
Green Monster started with a simple claim, "I could make this so much better.." It was sparked by the umpteenth time Haley stripped a jacket off our small, male dog because the strap had the distinct odor of "being in the way".
Haley Pryor, a mixed media artist by trade, has worked with textiles and clothing for years. Though her primary medium is currently wood and acrylic, she didn't hesitate to set up her sewing machine and start reworking the design to actually be functional.
Soon, I wanted to get involved. I'm Jessica, Haley's wife, and though I wasn't a skilled seamstress (or really any kind of seamstress) I am a marketer. Having worked in marketing and advertising my whole life, I quickly recognized that although we were having an unusually warm winter, the jackets we were making had sidewalk-stopping-power. We were making them for friends (and strangers) immediately, and hearing over and over, "You should sell these.."
The Team: Haley + Jessica
When Haley and I met I told her that I tended to be a bit obsessive and she said, "Me too! Either I'm obsessed or it's dead to me." I knew at that moment we were cut from the same, albeit dangerous, cloth. That passion for things we care about has fueled our creativity and basically negated the body's need for sleep since we decided to take Green Monster to the world.
Haley is a dog lover of the highest order. She has a little known, but widely substantiated, secret talent of identifying dogs by breed from 100 yards away; specializing in rare, hard to pronounce species. As an artist, she sees the beauty in every breed or mixed-breed and never admits that a dog could possibly be "not cute". Her artist's eye and artist's spirit is constantly in motion and speeding toward her next vision.
I also am an animal lover from way back. My childhood dream was to be a veterinarian, owing to my insane love of animals; but after being admitted to UGA’s vet school, my insanity itself took over and… another idea did too.
Falling into a career of marketing and advertising was natural for me, allowing me to be creative and intuitive and then back it all up with analysis. (Because that's how it really works, you know..) Discovering the magic in our Green Monster concept has been the answer to that nagging voice in my head that's always said, "If only you were marketing something you really cared about...The sky's the limit!"
And my desire - or rather compulsion - to take Green Monster from Haley's creative outlet to a legitimate business is the answer to Haley's nagging voice that's always said, "If only I could focus on the business side of selling my art..The sky's the limit!"
Green Monster is a home-based, dog-centric company focused on creating functional and expressive apparel that remains true to the “dog-ness” in our best friends.
Green Monster believes that pet personality can be expressed in dogwear without losing functionality. In fact, can be expressed more fully with improved design that allows better movement, comfort, and fit.
Green Monster creates one-of-a-kind dogwear. Each garment unique from the rest of the pack, just like our own dogs.
With the Dogness Doctrines guiding us, we've established patterns for dogs ranging from one to a hundred pounds. Our dogwear has two objectives:
1. Be functional! As in dog-friendly. Our jackets are sleeveless, since dogs have legs instead of arms. Our jackets have high cut shoulder cavities, allowing for full range of motion. Our patterns have adjusted the strap to stay out of the way - even for those leg-lifters. And our fabrics are screened for comfort and wearability. If it's not going to feel good against our pets' skin, Green Monster isn't going to use it.
2. Be expressive!
Not only do we see each piece of dogwear as an expression of our own creativity and vision, but we design each one with an idea of the dog that would be perfect for it. We believe that dogs' personalities are each unique and those quirks and traits we love so much about them should be able to be expressed in what they wear - just as ours are!
We call the marriage of these two qualities funk-tional! (Yeah, we think it's pretty clever too.) And one Green Monster trait demonstrates it perfectly: reversibility! Every Green Monster dogwear has two distinct sides, for two moods, two personalities, or two dirty days at the park.. with coordinating collars to match!
The first two and a half months of this year have been an absolute whirlwind - exciting and breathtaking and consuming all at once. We've gone from a good idea for a Christmas gift to a good idea for a business.. launching an Etsy shop and securing several wholesale accounts in the Atlanta market, where we live. Despite the fact that the day I visited prospective pet shops with a bag of samples it was 70 degrees in February, we were enthusiastically received. Custom and online orders have been steady and sales have spanned the globe from Europe to Southeast Asia and every corner of our United States.
So far we've sewn every jacket ourselves, nearly every one a unique combination of fabrics. Each and every one is precious to us and each time either of us sew a Green Monster label on the side we're taken with the new creation as though it's the first, immediately sharing with each other.
But as we looked forward to the fall, we knew that we would quickly be at our butler's pantry's maximum capacity!
The Plan..and Where You Fit In:
So, as is my obsessive nature, I immersed myself in the business of launching a line of apparel or merchandise and started checking off the boxes. Having secured a small, local (bonus: domestic) manufacturer we are designing three collections of dogwear for the fall. Each will have 8 unique designs unified around a theme and will be produced in four sizes: XXS, XS, S, M for dogs ranging from 5-35 pounds.
We also will market a One-of-a-Kind Collection for the retailer that requires that level of exclusivity, which we will continue to produce ourselves. Custom sizes will be a component of this collection as well.
These three collections will be showcased in September at the Superzoo2012, the National Show for Pet Retailers. This tradeshow is frequented by thousands of retailers, dealers and representatives looking for the latest lines and designs - and Green Monster belongs there!
Our Kickstarter project is designed to send us to Superzoo equipped with a display and inventory that will knock their socks off. And you can help!
With your support, Green Monster will undoubtedly change the landscape of pet apparel. In the same way that Target redefined what mass merchandisers should be with better aesthetics and functionality, Green Monster plans to redefine what dogwear should be! And if that's not reward enough..
Just for You:
For supporting us in our mission to bring Green Monster to the uncomfortable, stifled dogs of the world, we're happy to offer some rewards. Of course, they are mostly Green Monster dogwear for your beloved best friend (or your best friend's best friend), but there's also H.Pryor original art up for grabs and even a scandalous night in Vegas with the super cuddly Megaball herself. (And let's not forget the Green Monster finger puppets..Those are truly priceless.)
Thank you for your time and consideration! If you've read this whole page and/or suffered through the entire video (disclaimer: I've always worked alongside editors and directors - not AS an editor or director!) then I hope we can count on your support. Please be part of this movement! We'll thank you profusely.. and so will your dogs!
One Last Thing...
If you don't already know.. Kickstarter is an all or nothing proposition. So, if our pledges fall short of the goal, we get nothing. If we meet the goal - we do. So, time is of the essence! Please share our story among your friends and in your professional networks and help us get the word out.. We don't have much time!
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