Behind the Brand : Alice Fox Dogs

You know that we love a pampered pooch here at House of Coco, one of our favourite insta crushes is Boo the infamous dog so we are always happy to hear about brands that can help your four legged bestie stand out from the crowd.

Alice Foxx is named after and inspired by founder Ann Saunders’ Wire-Haired Fox terrier Alice. Ann is a luxury handbag and accessories designer who currently consults for a number of brands and lectures on handbag design at The London College of Fashion and universities around the world.

Ann has always dreamed of owning a Wire-Haired Fox terrier since falling in love with Asta, the wonderfully mischievous Wire Haired Fox Terrier, who appeared in the classic black and white films Bringing Up Baby and The Thin Man.

When Ann became the proud owner of Alice 3 years ago, she  struggled to find stylish, well made dog accessories, so decided to draw on her own design background to develop and manufacture her own. Crafted with the most discerning fashion forward dogs and owners in mind, Alice Foxx uses only the finest leathers and fittings in a range that exudes luxury.

As well as being the inspiration for the brand, Alice is the chief product tester  – everything in the collection has passed her and her closest friends’ vigorous quality control tests.

Here, we go behind the brand to find out more…

When did you launch the brand and what was the reason behind it?

A couple of years ago I became the proud owner of a wire haired fox terrier. I named her Alice, inspired by Carroll’s Alice in Wonderland. I then discovered there weren’t any quality of the leads, collars that were well made and expressed my own sense of style. The Alice Foxx brand was born out of a conviction that a love fashion and style should be expressed in everything we do.

What’s your background?

I am a luxury handbag designer, and my work involves dealing with the best leather producers and hardware manufacturers in the world.  Its this experience that inspired me to introduce fine leather and quality hardware into a range of luxury dog accessories.

Poppy Models the Sam Lead

How many people and their roles?

We are a small family business so the roles do tend to overlap. I focus on design, but we all tend to have a say in the creative direction, sourcing and working with our UK factory and suppliers.

What is the hardest challenge you have faced since starting the company ?

One of the things I was most passionate about, was making Alice Foxx a British brand and producing here in the UK. This was a challenge with the sad decline in UK manufacturing, but my persistence eventually paid off and I feel we’ve achieved something special.

Tell us one fact about you that people wouldn’t know

I’m learning to play the alto saxophone

2015 is here where do you plan to take the range?

We have an exciting range coming through which is a completely new look in the market. Also we are planning to launch a bag range in the autumn.

To date what has been the highlight since launching?

I have to say our customers. They have been fantastically supportive giving us great  feedback and incredible loyalty.

Alice Models a Leopard Lee Collar

What city do you feel at home in ?/ Best thing about London

London is my home and just walking around is an amazing and constantly changing source of inspiration. I can’t think of anywhere in the world that has more to offer.

3 Beauty products

Orgasm Blush Nars

Hourglass lipstick

Chanel 19


Style is ageless and has a timeless quality. Its about knowing who you are and  having the confidence to express it.

Statement bag

I couldn’t choose, there are so many great handbags. For me, a statement bag needs to be well made with a great sense of detail  Something that is well thought out, beautiful and works.

If you had one piece of clothing from your wardrobe would your wear everyday?

I’d have to say a scarf.  You can style it in so many different ways.

Favourite Love song

Ella Fitzgerald singing ‘Every Time We Say Goodbye’, a timeless classic.

Alice Models a Dolce Vita Collar

Best place for coffee?

Somewhere dog-friendly so Alice can join me.

Most memorable piece of advice?

My mother used to say ‘if you have dreams and you keep them to yourself, don’t complain that nothing changes.’

Guilty pleasure

Re-runs of ‘Sex and the City’.

If you had 24 hours in anywhere in the world where would it be?

Marrakesh, staying in a wonderful riad and shopping in the souk.

In future how do you plan on expanding the company?

2015 will be a big year for us with new product launches and we’re also planning to develop our overseas markets, and work with new retailers in emerging luxury markets.

Where can people find out more?

Twitter: @alicefoxxdogs



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