Shhhh! There’s a society, it’s secret and it’s full of dogs.
No, hang on I didn’t quite get that right. It’s a dog, it’s a secret, and lives in society? Hang on…It’s a Secret Dog Society? Yes, thats it!
Jokes aside, we LOVE the name and we love the brand. It’s a new mountain bike brand hailing from just over the water, from our mounting biking mecca that is, the mighty New Zealand.
We had the pleasure of testing the OBEY jersey a few months back, and we were really impressed with the designs, fit and quality of the products, from such a new brand on the scene.
We got in touch again, to find out what’s next for this exciting new brand. A representative of the Secret Dog Society agreed to sit down and chew the proverbial bone with us.
T&S: So, tell us a little bit about this secret dog populated society of yours. Who’s in charge around here and should I be bringing gifts of marrowbone?
SDS: Secret Dog Society is a New Zealand made mountain bike clothing brand designed to create something different to what we are already seeing and wearing. We want you to look, Rad, when you are on the bike and not look out of place when you’re at the cafe or bar after a ride. As we release more designs and expand the range, the story will unfold itself.
T&S: OK, put us out of our misery, what’s with the name? Or is it a secret?
SDS: Everyone loves secrets…. and people love coming together, sharing experiences, and most importantly riding with your mates. We just want you to look good doing it.
T&S: Damn right! We got to look good on the trails.
T&S: We were talking to Nick Haertsch from Green Valleys MTB Park the other day, about philosophical topics such as following your dreams. I think starting your own mountain bike clothing brand has got to be ranked high up there for a lot of us. What was it that flipped the switch in your mind from just thinking about it, to actually doing it?
SDS: Being made in New Zealand is pretty important to us, so finding a local factory that could make our jerseys and apparel was key. Once we got those sorted, it was an easy next step to “doing it”. We have a factory just out of town that we work pretty closely with for our jerseys and we get our screen printing done in Wellington City. It’s a pretty local affair.
T&S: There must be so many factors when starting a business like this. The production setup, logistics, marketing and of course the costs. What are the biggest hurdles you’ve faced starting your own business?
SDS: It’s been really fun so far! People are stoked on the clothing and we are always getting messages from customers telling us how much they like the fit and how the designs are turning heads. When it’s fun hurdles aren’t so daunting.
T&S: Where do you get your inspiration when designing the jerseys? Do you look at other brands out there for hints on trend direction or do you try to ignore the noise and just do your own thing?
SDS: We look at what is existing in MTB clothing and then try and do the opposite. We look at what people are wearing on the streets, and we have some favourite fashion brands and artists we get inspiration from.
T&S: So tell us, apart from the original eye-catching designs, the perfect fit, the quality and feel of your jerseys…why should we choose yours over any other jersey out there on the market?
SDS: Because you’ll be wearing something different to anything else on the market. Also, you’ll be a part of the Society, we keep pretty good tabs on our customers, just look at our Instagram page, it’s full of them shredding bikes in our gear.
T&S: From our sources here, we hear you’re a pretty damn good rider. You used to be based in Sydney but moved to New Zealand. How do you compare the trails here vs. where you’re based now?
SDS: Being in Wellington is the perfect place to build a Mountain bike clothing brand with a focus on looking good on and off the bike. Wellington has single track everywhere around the city and blends inner city living with riding perfectly. The Northern Beaches are so rad! We can’t wait to get back there and ride bikes!
T&S: At the moment you only have the men’s sizing. Are you bringing out a women’s range?
SDS: It’s coming…. Watch this space.
T&S: Are you looking at growing the range to other products such as shorts and socks or even a casual clothing line?
SDS: Of course, we just want it all to be perfect. At the moment we’re working with a local Wellington artist to create something a little special. It’ll be a limited edition run and hopefully, melt your face! All going to plan to have a guest artist doing designs will be a regular thing.
T&S: In the future, would you be looking to sponsor some riders, to help get the brand out there on the World stage?
SDS: At this stage, we’re really happy with the brand ambassadors. We have a couple in Sydney including Josh Muncke, Enduro racer Kealan Thomas and Down Hill wizard Mitchel Broomhall in Tasmania!
T&S: That pretty much wraps it up. Is there anything else you’d like to add?
SDS: We have some new designs due out soon, that you may have seen some sneak previews of, but keep an eye on our social media channels for all the latest news.
Instagram, Facebook , website and Tyres and Soles for more information on that.
T&S: Well, thanks for taking time out to chat with us today. We’re really into the ethos and the imagery of the brand. We’ll be keeping a close eye on all things Secret Dog Society and waiting with puppy-like excitement for the next installment to the range.
Author: Jason Lorch
Born and grew up in Wales but now a fully fledged Aussie. A passionate mountain biker, hiker and general nature addict. I’m also a bit of a muso and enjoy a good craft beer every now and again (probably too often).
I hope what we do here at Tyres and Soles will inspire people to get out there and experience first hand, the natural wonders that surround them.
So, pump up those tyres, don your favourite boots. Grab a mate, a partner, a pet… and head out into nature. But tell us all about it when you get back.
Chief editor at Tyres and Soles.