Vackertass means ‘pretty paw’ in Swedish, and this contemporary new brand for modern dogs certainly lives up to its name. Launched in January this year by Swedish concert photographer and dog-mum, Annelie Rosenscrantz ,Vackertass Supply Co creates just the kind of pared-back designer dog beds and accessories you wish you had, but never seem to be able to find!
Handmade from her studio in Walthamstow, north east London, Annelie’s designs are clean, simple and well-made. The colour palette is as tasteful as you would expect from a Scandinavian – navy blue, camel, khaki and charcoal, all of which work in pretty much any interior, from mid-century to traditional.
The two tone box dog bed is an instant favourite, with its beautifully soft wool top. Our pick for dogs that love to curl up and get cosy is the donut bed, also made from a lovely wool blend fabric. Vackertass’ designer dog collars and leads are simple and durable – made from 100% cotton webbing with a contrasting lining, and the tartan bandanas are just the ticket to add a splash of colour around your hound’s neck. Check out the collection (as modelled by Annelie’s dogs, Bobi and Baxi) and read our interview with Annelie below…
Why did you launch Vackertass?
I’ve been working as a concert photographer for the past seven years but became a part-time doggie mum three years ago. My focus then shifted from photography to the doggie world, and I found it difficult to find minimalistic designs for my dogs, especially dog beds. I wanted to make items that will blend well into your home, so last year I started making some dog accessories which got some interest from locals in our area, so in January this year I officially launched Vackertass Supply Co.
What’s the story behind the name?
I’m from Sweden and wanted the name to reflect that in some way as well as having something to do with dogs since I make dog accessories. I ended up with “vacker tass” which is Swedish for “pretty paw”. So far people seem to really like the name even though only Swedes will understand it!
Tell us about how your products are made?
Vackertass is a very new adventure so at the moment I work from my home in Walthamstow, north-east London. All items are handmade, even the logos are stamped by hand. I like to work with a lot of natural materials; all our collars and leads are for example strong cotton webbing and our beds are made with heavy quality wool and thick cotton canvas for structure and durability. I think natural fibres both look and feel good, so both you and your dog will be happy!
Why do you think the brand has been so popular with hounds and humans?
I think it’s the simplicity in the products, they will work in a lot of different homes. And dogs love the products as they are very comfortable. Wool is soft and will keep your dog warm on a rainy day, and the cotton collar and leads are easy-wearing yet strong around your dog’s neck.
Tell us about your two dogs (and models!) Bobi and Baxi?
I’m a doggie mum to two small and energetic boys! One day in 2013 my husband came home with a little surprise, Bobi, a Jack Russell/Chihuahua mix. After having Bobi for 1.5 years we got Baxi the Mini Pinscher and the two have been super close since day one. They’ve been really patient with me working on Vackertass, testing products on them, and of course modelling the collection!
Vacketass Supply Co is now available from STYLETAILS.COM.