“In cold weather, is there a way to protect a dog’s belly?”
This simple question marked the beginning of SSOOOK’s long journey. SSOOOK’s sister brand, Puppy Angel, began designing clothes for dogs in the early 2000s. And in 2002, it introduced the world’s first all-in-one dog outfit that covered all four legs.
Marking the beginning of a steady line of full-body coveralls and outerwear designed to cover all four legs. In 2005, the “Military All-in-One” gained major attention by ranking in the top 100 best-selling items at Harrods in the UK, officially putting the brand on the global map.
As the brand expanded into colder regions like Canada, Norway, Finland, and Russia—the need for coveralls truly suited to harsh climates became clearer. Everyday challenges such as outdoor activity in the cold, bathroom habits, and maintaining body temperature highlighted the importance of separate designs for female dogs and unisex options.
After years of testing, on-site observation, and real feedback from pet parents, the products became increasingly refined. By 2011, a full line of seasonally- and climate-appropriate female-only and unisex coveralls had been launched, solidifying the category as a standalone product line.
Starting in 2013, female-only coveralls made with synthetic goose down—such as the LOVE, Gaufre, and AIR series—gained significant popularity and won the hearts of customers around the world. In 2019, the launch of the "All-Cover Male-Only Coverall", designed to protect the sensitive areas of male dogs, marked a groundbreaking achievement—arguably the first of its kind globally. Then in 2020, building on years of accumulated expertise, the premium brand SSOOOK was born.
SSOOOK is a premium sister brand that inherits over 20 years of expertise and style from Puppy Angel. We go beyond simply making "cute clothes"—our designs are created with true care and consideration for the real needs of dogs. In particular, our female-only coverall is not just a matter of appearance, but a practical solution that addresses important needs that have long been overlooked.
When creating coveralls, SSOOOK has constantly contemplated structures that allow for comfortable dressing without straining joints while providing protection all the way to the lower belly. The answer to that contemplation was our Air-Fit design and reverse back-zipper design. When the back zipper is opened, the garment unfolds widely, allowing dogs to step in much more comfortably from a standing position without putting pressure on their hind leg joints. Since there is no need to force legs through openings, it offers a much gentler experience for pets who struggle with getting dressed.
In particular, for our Mesh Coveralls designed with tick prevention in mind, minimizing skin exposure was crucial, making the need for a female-specific design that covers the lower belly even greater. However, due to the nature of mesh fabric having almost no elasticity, we initially produced only a unisex design (SO-OW011).
Later, to simultaneously improve wearing convenience and coverage, we released the Zip-up Mesh Coveralls (SO-OW041) featuring the back-zipper structure. Moving further, we were able to complete the female-specific design (SO-OW042) that stably covers all the way to the lower belly. This provides extra peace of mind by reducing exposure when walking in grassy areas or resting lying down, and ensures a comfortable fit even for highly active dogs.
SSOOOK proposes a better daily life for both pets and their owners through canine-engineered designs that consider the unique body structures and behavioral traits of dogs. Over the past 25 years, hundreds of developed coverall products have reflected the distinct concerns of both female and male dog guardians.
Since 2002 — and still today.
SSOOOK has been meticulously crafting every pattern and stitch based on real-life environments of pets and the concerns of their guardians. We will continue to present thoughtful, one-of-a-kind designs for dogs — designs born from care, unlike anything the world has seen before.
